Inha Works

Digital Services for World-Class Boat Brands

Druid develops and maintains digital services for Buster, Yamarin, and Cross – Inha Works relies on an agile partnership.

Inha Works, the producer of Buster, Yamarin & Cross boats, is the largest aluminum boats manufacturer in Europe and market leader in the Nordic recreational boats market. The company is part of the Yamaha Motor Group.

Inha Works has three well-known boat brands that serve customers in multiple languages and on three continents. Buster is a name that needs no introduction – an iconic classic that has been on the water and in people’s minds for decades. Yamarin is a well-known and trusted choice, also for over 50 years. Cross represents a newer generation: still less known, but full of potential. Each brand has its own purpose, target group, and story – and the websites needed to reflect exactly that.

Inha Works became a Druid customer in spring 2024. The development of the website is led by Marketing Manager Lotta Hautamäki, who is responsible for the websites of all three brands.

A smooth transition to Druid’s services

At the beginning of the cooperation, we took over the maintenance of Inha Works’ Drupal website, audited it and upgraded it to version 10. At the same time, the structure and usability were developed to better support the customer’s business – especially in new markets in the United States and Australia.

When the cooperation with Druid began, expectations were realistic. Lotta Hautamäki says:
“We hoped the sites would stay up during the transition and that everything would work. Managing three brands, multiple websites and an average of four language versions is no easy puzzle, so we were prepared for challenges.”

With solid experience and established migration practices, a smooth transition to Druid’s maintenance was ensured. The thorough site audit provided the necessary background information on issues to consider and possible pain points.

“The transition went very smoothly. All that was required from us was the green light to proceed and the agreed testing. Druid’s team took care of the rest,” praises Lotta Hautamäki.

Druid’s operating model brings clear structure to development work and supports long-term efforts. The project benefits from dedicated developers who know the technical features of the site and can suggest areas for improvement. The development process within maintenance ensures a high-quality and reliable outcome with a short turnaround time.

Collaboration that truly feels like collaboration

According to Lotta Hautamäki, working with Druid has been something new – in the best possible way. “The collaboration is close, I always know what’s going on, and I get quick responses when I need them.”

The team’s proactiveness has made a particular impression.
“It’s great that the team comes with suggestions: ‘Have you thought about this?’ or ‘Maybe this could be improved.’ It’s continuous development, something we didn’t have before. We’re no longer talking about a static website, but a constantly updated, living platform.”

Druid’s project manager Erika Vanhala has become so familiar with the functionality and structure of Inha Works’ websites that the customer decided to use Druid’s partial product owner service. This removes pressure from the customer during busy periods, as the project manager substitutes for the product owner in tasks such as testing. This benefits both sides: the customer gets changes implemented quickly for business benefit, and the developer can finish their work efficiently.

“We quickly found the methods and channels that move things forward with good cooperation and a relaxed approach. At Druid, the customer is part of the team – together we ensure that the digital service is developed to support business and open up opportunities for sales growth. At the same time, we make sure the websites are user-driven, easy to use, and pleasant for every user,” says Erika Vanhala.

Better usability for both end users and administrators

In recent months, the websites have been fine-tuned to work even more smoothly for both visitors and administrators. Usability has been improved both structurally and in the admin interface.

“The sites have been optimised, and the maintenance work has been made easier by introducing Drupal’s basic elements that we previously didn’t use,” says Lotta Hautamäki. “The admin side is now clearer and easier to use, and updating the site is easier.”

The practical changes have also been directly visible to customers. The websites are now more informative and user-friendly.

The development doesn’t stop here. “Next, the goal is to refine the visual appearance of the site and further improve the user experience. We want to develop new ways to connect with our customers at different stages of the sales journey, and at the same time, as a market leader, help move the entire industry forward,” Lotta Hautamäki summarises.

The Big Picture meeting clarified direction

The Big Picture meeting, part of Druid’s Magical Support service concept, is an important part of strategic cooperation. “It was a good moment to pause and think about long-term plans with a bigger group,” says Lotta Hautamäki.

The meeting made it possible to fine-tune the shared direction: we looked back at what had been done and forward to what should be developed next. “It was a valuable discussion, and it left me confident that we’re on the right track.”

A trusted partner for continuous development

“The Druid team is skilled, pleasant and always ready – it feels like nothing is impossible. Our ideas are received with enthusiasm and approached with a ‘sure, we can do that’ attitude,” praises Lotta Hautamäki.

Trust, smooth collaboration and continuous development make this partnership exceptionally functional. And maybe that’s exactly why Inha Works’ websites today feel like boating at its best: steady, smooth, and full of possibilities.