ABISMO
Transform their digital presence from a 'certification school' into a Diving Club (Community Ecosystem), creating a platform that sells courses, manages expeditions, and fosters long-term user loyalty.
Services
Product Design, Frontend Development
Industry
Recreation / Sports
Tools
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Context & Challenge
The scuba diving market suffers a high barrier to entry due to certification complexity and a lack of post-license follow-up. Identified Frictions: • Users don't know what course logically follows their current level. • Lack of belonging post-certification (divers lose contact). • Confusing offerings between 'Trips' and 'Courses'.
The Real Problem
"Transform a fragmented online presence into an integrated ecosystem that eliminates corporate booking friction and instinctively guides the diver toward their next certification."
Understanding the User
Beginners feel highly intimidated by technical requirements.
Advanced divers need to filter expeditions rapidly by level and cost.
Drop-off spikes when prerequisites for a dive aren't crystal clear.
Feeling part of a community (Club) is the strongest retention driver.
Validation & Benchmark
Market Analysis and Booking Flow teardowns:
- Benchmark of high-end adventure agencies and global PADI schools.
- Identified drop-off points during course booking funnels.
- Primary objective: Lower cognitive load when a user chooses their developmental path as a diver.
Branding & Aesthetics
The goal was to project 'Technical Confidence alongside Wonder'. We deployed an elegant deep 'Abyss Blue' combined with an 'Electric Cyan' for action accents on dark backgrounds, using immersive full-screen imagery to evoke underwater immersion from the first scroll.
Color Palette
Typography
""Designing for ABISMO was about capturing the quiet awe of the deep ocean while making the user feel entirely physically safe.""
Pablo Ezeta
Lead Designer
Architecture & User Flows
To solve booking friction, I proposed an Information Architecture built around 'The Diver's Progression': categories by skill ceiling, the concept of 'Preparation Courses' linked to major expeditions, and dynamic filters.
Key UX Decisions
1Visual Skill Categorization System
- 👉Deployed difficulty tags (Beginner, Intermediate, Advanced).
- 👉Significantly cuts cognitive overload while browsing.
2The 'Bridge' Concept
- 👉Technical courses displayed as logical prerequisites for epic expeditions.
- 👉Generates a natural cross-selling funnel.
3Intelligent Filters
- 👉Filters by Level, Price, and Service.
- 👉Empowers advanced users to find and book expeditions in under 3 clicks.
Accessibility & Usability
Adapted for outdoor visual access (beach, direct sunlight):
Interface Design (UI)
As a Product Designer with a development focus, using Next.js ensured instant loading (crucial for users in low-signal areas), local SEO optimization, and a scalable layout ready for new destinations.
Mobile Experience
Mobile-first approach, prioritizing instant loading and visibility for users routinely checking expeditions from ports or boats.
The Impact
Achieved a professional brand image competing globally, coupled with a booking flow that simplified conversions to just 3 steps (Discover > Filter > Book).
🧠 Learnings
- Organizing content by 'User Progression' vastly outperforms static catalog organization.
- Niche loyalty is forged by designing community ecosystems, not just eCommerce stores.
- Bold use of color and full-screen media triggers the emotional immersion critical for high-ticket sales.
🚀 Next Steps
- Develop a custom dashboard featuring user profiles and digital dive logs.
- Integrate digital signatures for pre-expedition waivers.
- Deploy a loyalty reward system for recurring dive bookings.
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