CETUS — Dive School Web Platform
Design a clear and functional platform for beginner divers, addressing the critical challenge of guiding a client with no digital background to achieve an ecosystem that genuinely drives business.
Services
UX/UI Web, Implementation, Product Strategy
Industry
Scuba Diving School / Outdoor
Tools
Context & Challenge
CETUS needed a digital presence with three clear purposes: showcasing courses, promoting trips, and facilitating contact. However, there was an underlying, vital human challenge: The client lacked technical and digital experience. This caused difficulties in structuring content, confusion regarding business priorities, and a constant need for education and validation at every step.
The Real Problem
"How to design a robust, conversion-focused platform while translating the client's manual, non-technical vision into components they can independently manage."
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Understanding the User
My clients had zero technical background; they wanted a product to solve their logistics but experienced huge friction learning new digital tools.
The end-users (students) demand absolute clarity; they immediately avoid confusing formats because physical safety is constantly top of mind.
Translating the client's operational frustrations into digital flows became the core user insight.
Validation & Benchmark
Strategy heavily based on Perceptive UX:
- CLARITY: Destroy specialized diving jargon.
- CONFIDENCE: Display real faces and official instructor certifications.
- CONVERSION: Limit navigation and boost direct Call-to-Actions for bookings.
Branding & Aesthetics
We avoided the typical paradigm of highly academic technical certification pages. The visual mood screams 'safe adventure'. Generous spacing, bright light, and photos of people interactively learning (trust-building) rather than abstract vector graphics.
Color Palette
Typography
""A huge part of the Product Design challenge is dealing with emotional, unstructured feedback from first-time clients. Translating that into a logical screen flow... that's where the magic lies.""
Pablo Ezeta
Lead Designer
Architecture & User Flows
Hierarchical Web Structure and Information Architecture: 1. Home (Introduction and service anchoring). 2. Courses (Visually segmented by level: from Try-Dive to Professional). 3. Trips (Community retention catalog). 4. About Us (Social validation and trust). 5. Contact (Conversion).
Key UX Decisions
1100% Simplified Information
- 👉Removed technical language.
- 👉Every course is explained as a digestible, step-by-step process.
2Navigation Limitation
- 👉Fewer global options.
- 👉Significantly reduces 'Analysis Paralysis' and increases final conversion rates.
3Visual Blocks and Hierarchy
- 👉Course names set in high visual hierarchy.
- 👉Favors quick scanning by mobile users walking down the street.
Accessibility & Usability
Designed for both the final visitor and the administrator (client):
Interface Design (UI)
🚧 Real-world challenges overcome: Educating the client; iterating over impossible ideas through simple visual mockups; defending interface decisions when the client's technical feedback did not follow conventional mental models.
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The Impact
Delivered a fully live, complete platform serving as a reliable lead-capture tool, modernizing the school's entire promotional structure.
🧠 Learnings
- Designing is, to a large extent, educating the stakeholder about what their own business needs.
- Absolute clarity consistently defeats unnecessary technological complexity.
- With non-technical users, the interface must assume the user has never been in a web environment.
🚀 Next Steps
- Future integration to an automated shift and management system.
- Native integration of direct payment gateways.
- Technical SEO improvements for local blogging.
Related Projects
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