em-trak
Repositioning a marine technology brand for growth Website Design / UX / Digital
The Brief
Creating a digital platform that matched em-trak’s ambition
em-trak is a world-class manufacturer of AIS and marine communication technology. Its products are trusted globally by leisure, commercial and professional operators. Our goal was to elevate its digital presence so that it reflects the quality, innovation and confidence of the brand.
The brief was to create a new website that elevated em-trak’s position within the marine electronics market, presenting it as a modern, technology-led manufacturer rather than a product catalogue. The site needed to work harder as a commercial platform too, supporting e-commerce, dealer engagement and customer support in a single, coherent experience.
Flexibility was critical. em-trak required a future-proofed platform that could scale with the business, support new product launches quickly and remove friction from essential user journeys such as product selection, dealer search and MMSI changes.
MTM was appointed to lead the creative and strategic delivery, bringing brand thinking, user insight and technical design together to build a platform that would support growth.
The Challenge
Moving beyond a functional site to a strategic brand asset
There were challenges with the existing website, which we wanted to solve, particularly around the lack of flexibility, which had previously made it difficult for em-trak to evolve its messaging, launch new products or adapt content to changing commercial priorities.
From a user perspective, critical journeys were fragmented. Support documentation lived across multiple platforms. The MMSI change process had been bolted onto the site, creating unnecessary friction. Product discovery tools were clunky and disconnected from e-commerce, increasing the risk of users selecting the wrong product variant.
There was also a brand challenge. em-trak’s bold orange colour is highly recognisable in the market, but the overall visual language felt dated and overly utilitarian. The task was to evolve this brand equity, retaining recognition while signalling confidence, innovation and technical leadership.
Not only that, in a competitive and safety-critical sector, credibility matters. Therefore the new site needed to reassure professional buyers, support distributors and deliver clarity at every stage of the journey.
The Solution
A future-ready brand experience built around real user needs
Reframing the brand through digital design
We began with brand and experience strategy. Rather than leaning into traditional marine aesthetics, we took a technology-first approach, positioning em-trak as a precision engineering and communications specialist.
After exploring multiple creative routes, we landed on a look and feel which retained brand recognition while delivering a more modern, confident and premium finish. The result was a visual system that elevated perception without losing familiarity.
The design system was built to scale, ensuring consistency across pages while giving the em-trak team the flexibility to build and adapt content quickly using modular blocks and templates.
Designing for clarity, speed and confidence
User journeys were redesigned end-to-end. Navigation, page structure and content hierarchy were all simplified to help users find what they need faster, whether that’s choosing the right AIS unit, locating a dealer or accessing support.
A standout example is the redesigned AIS selector. Previously clunky and visually intrusive, it was rebuilt as a sleek, logic-based questionnaire that guides users to the most suitable product for their needs. Crucially, it carries the correct configuration through to the e-commerce page, removing the risk of incorrect purchases and increasing conversion confidence.
The “Find a Dealer” experience was also transformed, introducing an intuitive map-based interface that clearly separates customers looking to buy from prospective dealers wanting to join the network. This improved usability while supporting em-trak’s channel strategy.
Integrating critical functionality seamlessly
Some of the most valuable work happened beneath the surface. The MMSI change process was fully integrated into the site’s e-commerce journey. Users can now add an MMSI change to the basket, complete the required information and pay, all in one seamless flow.
The support section was completely reimagined as a single source of truth. By integrating Zendesk’s API directly into the website, support documentation now pulls through automatically to the relevant product pages. This means customers always see the latest information, and em-trak’s team no longer has to upload and manage content across multiple platforms, saving time while improving consistency and accuracy.
Results
The Results