Branding & UI Design

Given that High Intensity lacked a clear brand identity, the team created a mood board based on five brand attributes—fun, community-oriented, trustworthy, inspiring, and empowering. The final branding elements were tested with stakeholders to ensure they resonated with the target audience.

A style tile was developed to ensure consistency in colors, typography, and overall aesthetic across the site.

MVP

The team used ideation methods like Crazy 8 and Moscow Prioritization to arrive at the MVP (Minimum Viable Product). The MVP focused on key features: an e-commerce homepage, a user-friendly portal, and a streamlined checkout process.

Design Process

Affinity Diagram

The team synthesized research into an affinity diagram to identify key themes, ultimately defining the problem: users require a seamless, centralized platform that combines lesson booking, progress tracking, and community interaction.

E- Commerce concept

E-commerce website that would help High Intensity stand out in a competitive market, providing an intuitive and organized online experience for users to book lessons, purchase packages, and access personalized feedback from coaches.

Persona & Journey Map

The user persona, Willy Wave, a 29-year-old digital nomad and passionate surfer, encapsulated the target audience. Willy’s journey revealed pain points like the difficulty in navigating multiple channels for information and a lack of a consolidated platform to manage lessons and feedback.

Methodology

Design Thinking

Conclusion

This project was an exciting and challenging opportunity to design a solution that would help High Intensity Surf School reach more students while providing a seamless and engaging online experience. The team’s iterative approach, user-centered design, and strong collaboration led to a product that effectively addresses the needs of both the business and its target audience.

Prototype

Low Fidelity Prototype were created and tested with users (concept test). Feedback led to improvements such as simplifying the purchasing process, replacing "lessons" with "activities" in the navigation, and integrating a student portal for easier access to course materials and feedback.

Afther the Midi - fi prototype we used the usability test revealed that users appreciated the student portal and ease of purchasing classes. The site map and user flow were refined to ensure clarity and efficiency. The team also considered whether separate user flows were needed for current students versus new clients but decided to keep a single flow for simplicity.

The high-fidelity prototype of the e-commerce website featured a clean, modern design with clear calls to action and an easy-to-navigate student portal. Desirability tes was used and let us received positive feedback, with users indicating a high level of satisfaction regarding the branding and functionality.

Market Research:

The team conducted secondary research that revealed over 23 million surfers worldwide, with Portugal hosting a large number of surfers, particularly in Lisbon. Despite this, many surf schools offered similar services with little differentiation, making it crucial for High Intensity to improve its online presence to attract new customers.

High Itensity Surf Train | E-commerce

Problem Statment

Young adults with surfing experience in Lisbon need a way to improve their skills with personalized coaching while also having access to an organized system for booking lessons, managing payments, and tracking progress. They struggle with fragmented information across different channels.

Research

Solution & Concept

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Stake Holder Interview

A conversation with Bruno, the founder, helped clarify the school's core values, including its personalized coaching approach and emphasis on community. Bruno’s vision was to make surfing accessible to everyone and introduce complementary activities like surfskate in the future

A conversation with Bruno, the founder, helped clarify the school's core values, including its personalized coaching approach and emphasis on community. Bruno’s vision was to make surfing accessible to everyone and, in the future, introduce complementary activities like surfskate.

Qualitative Research:

5 interviews provided insights into the school's strengths, such as the personalized coaching, video feedback, and tight-knit community, while highlighting areas for improvement, like the absence of a student portal and lesson bundles.