Scuba Diving Website Redesign
Transforming an outdated diving website into a modern, user-friendly platform that connects divers with their underwater passion and increases bookings by 35% and traffic by 60% through strategic UX/UI redesign.
Scuba Diving Website Redesign
Transforming an outdated diving website into a modern, user-friendly platform that connects divers with their underwater passion and increases bookings by 35% and traffic by 60% through strategic UX/UI redesign.
Role
Lead UX/UI - Web Designer
Duration
6 months
Industry
Travel & Recreation
Platform
Web & Mobile
Technologies Used
Project Summary
A complete end-to-end redesign of a scuba diving resort website aimed at transforming it into an immersive digital experience that captures the thrill of underwater exploration. The new design focused on intuitive navigation, visually rich storytelling, and seamless booking flows to inspire confidence and excitement among diving enthusiasts. Through a user-centred approach and mobile-first strategy, the platform now connects divers with with this dream destination, certified instructors, and exclusive adventures, resulting in higher user engagement, improved accessibility, and a measurable boost in booking conversions.
The Challenge
Imagine the thrill of diving into crystal-clear waters, surrounded by vibrant coral reefs and curious sea life — now imagine trying to feel that excitement through a dated interface that made it difficult for users to find essential information about diving locations, courses, and gear.
That was the problem this scuba diving resort faced. Their digital presence failed to reflect the magic of the underwater world they were so passionate about sharing. The diving community represents diverse user groups – from beginner reef explorers to advanced technical divers, underwater photographers, and families – each with unique needs and goals that the old site failed to address.
The goal was to design a modern, immersive experience that inspires confidence and curiosity, one that connects with a diverse community of explorers: beginner reef divers, advanced technical enthusiasts, underwater photographers, marine ecologists, and families seeking adventure.
Problem Statement
Business Problem
The diving resort website struggled to attract and convert potential customers due to fundamental UX/UI issues that eroded trust and made booking difficult.
- Visitors couldn't find information easily, leading to frustration
- Dated design failed to inspire confidence in the diving services
- Complex booking process resulted in high abandonment rates
User Problem
Diving enthusiasts of all levels struggled to navigate the website effectively. The diverse diving community – from beginners seeking basic courses to experienced divers looking for advanced expeditions – couldn’t quickly find relevant information, leading to a poor user experience and lost business opportunities.
Key Challenges
Project Scope
Objectives
- Modernize outdated design
- Improve navigation & UX
- Increase booking conversions
- Build trust & confidence
Target Audience
- Beginner reef explorers
- Advanced technical divers
- Underwater photographers
- Diving families & students
Deliverables
- Responsive website design
- Booking system UX
- Mobile-first interface
- Visual brand refresh
Research Methods & Discovery
The diving resort presented unique challenges compared to typical vacation destinations. While the target audience divers was clear, the segment included vast diversity: from beginning reef explorers to gas-switch, accelerated decompression divers, underwater photographers, ecologists, students, families, and countless others pursuing very different aquatic interests and goals.
User Research
Conducted surveys, user interviews, and usability testing to understand diverse diver needs and booking behaviors across experience levels.
Competitive Analysis
Analyzed leading dive resort websites to identify industry best practices for booking flows, content architecture, and visual storytelling.
Content Audit
Evaluated existing content to identify gaps and opportunities for better information architecture and clearer value proposition.
Key Research Findings
- Users spend 40% more time looking for course information than industry average
- Booking abandonment rate was 78% due to complex multi-step process
- Trust indicators (certifications, reviews) are crucial for first-time visitors
- Mobile users account for 65% of traffic but have 3x higher bounce rates
- Visual content (photos/videos) significantly influences booking decisions
Design Process
Our systematic approach ensured every design decision was grounded in user research and aligned with business objectives, creating a truly user-centered solution.
Key Deliverables
- User personas
- Pain point analysis
- Journey maps
Key Deliverables
- Site map
- Content strategy
- User flow diagrams
Key Deliverables
- Low-fi wireframes
- Usability test results
- Interactive prototypes
Key Deliverables
- Design system
- Brand guidelines
- UI components
Key Deliverables
- Responsive website
- Cross-browser testing
- Performance optimization
Key Design Decisions
Immersive Hero Experiences
Large, captivating underwater photography immediately immerses visitors in the diving experience, creating emotional connection before they even scroll.
Simplified Booking Flow
Streamlined 3-step booking process with clear CTAs, transparent pricing, and visual progress indicators reduced booking abandonment significantly.
Audience Segmentation
Smart navigation that adapts to user type—beginners see safety info and courses, while advanced divers see technical dive specs and advanced locations.
Trust Signals
Prominent display of certifications, instructor profiles, safety records, and user reviews builds immediate confidence in the diving operation's professionalism.
Visual Showcase
Design System in Action
The comprehensive design system ensures consistency across all pages while maintaining flexibility for different content types. Reusable components, standardized spacing, and a cohesive color palette create a professional, polished experience.
Results & Impact
Within first 3 months
Booking completion
Within first 6 months
Conclusion
Like What You See?
Let’s collaborate on your next project. I’m always excited to work on new challenges and create exceptional user experiences.