Case Study

Sea Ray

Creating an award-winning boat builder that seamlessly integrate product information, pricing, and visuals resulting in 3x lead increase.

Working closely with Sea Ray’s marketing and IT teams, NewFoundry created an all-new, web-based boat configurator application that supports the brand’s commitment to innovation, craftsmanship, and service.

The custom configurator solution presents a captivating shopping experience to Sea Ray customers that is cohesive with the brand’s visual identity and web experience while facilitating the journey from shopping to purchase.

The configurator has proven itself to be an invaluable selling tool, realizing more than a three-fold increase in leads within two months of launch, capturing contact information, and interfacing with Salesforce for tracking and analytics. The unique combination of photo-realistic renderings and feature image photography plus integration with Sea Ray’s operational systems mean that shoppers see accurate product representation and pricing that is always in step with manufacturing and marketing databases.

Sea Ray was recognized with a Neptune Award for “Best Website” by the Marine Marketers of America (MMA) in part because of the significant, positive impact the configurator has had on its business. Sea Ray stated that the configurator has done this by:

  • Providing a captivating shopping experience for consumers that is cohesive with Sea Ray’s visual identity and the broader web experience.
  • Facilitating the journey from shopping to purchase through contact capture and integration with Salesforce for lead tracking and analytics. The configurator realized more than a three-fold increase in leads within two months of launch.
  • Ensuring accurate product representation and pricing that is always in step with manufacturing and marketing databases, a key advantage of this custom-engineered solution versus competing “plug- and-play” CPQs.

Try the Sea Ray boat configurator for yourself on Sea Ray’s website or learn more about our configurator commerce solution.



Brand and Marketplace Immersion


UX/UI Design

High-Fidelity Design Mockups

Animated Design Mockup

Web Application Engineering

Data Pipeline Development

Testing and QA


Data-Centric Product Updates

We deliver solutions to:

Patricia Campbell, Chief Operating Officer.
Christian Financial Credit Union
"The Symphonize team is amazing! Their ideas and designs for our website are truly exceptional, and they consistently follow through on delivery. With their flexible, collaborative approach, they are a pleasure to work with, and we just love the end result."
Sean Johnston, Senior Vice President - Operations and Technology.
Huntington National Bank
"The Symphonize team makes it so much easier! They can see through the complexity and the outliers to pull together an elegant solution that makes a complex product more intuitive. The team is always great to work with, challenging us when needed and helping us see beyond our requirements. We’ve been thrilled with the results so far and look forward to what the future will bring."
Ed Rose, CEO.
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David Jones, CIO.
Meridian Medical Management
"Symphonize is a one-stop shop that supports us at every stage: from whiteboarding to architecture to development to implementation. They know what the market is doing and reliably guide us to next generation technologies that will put us ahead of our competition."
Fady Zoweil, VP of Professional Services.
Thales Group
"The Symphonize Solution Architects and development team are excellent. We can assign tough tasks and know they will do them right without creating complexity or delays. I trust Symphonize to deliver on our commitment and achieve our customer’s goals because they've been doing it for 8 years now."
Terry Leahy, CEO.
Meridian Medical Management
"We have been successfully partnering with Symphonize for many years on a broad variety of technologies and product roadmaps. From Big Data analytics product development to rapid development and deployment of RPA, Symphonize has been our key strategic relationship. Their team functions seamlessly as an extension of our product management teams, which has enabled us to dramatically increase release velocity and quality simultaneously."

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