Increasing Surf School Bookings Through UX/UI Redesign

From Overload to Optimization: How a Strategic Redesign Increased Bookings. Start scrolling for the story.

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OVERVIEW

Lanzarote Surf, one of the most recognized surf schools in the Canary Islands, struggled with a cluttered, overwhelming website.

Users faced difficulties regarding:

– navigating the site,
– understanding available courses,
– and completing bookings.

The website contained excessive text, inconsistent branding, and lacked a streamlined user flow.

Despite the amount of information available, in the user interviews we found that they still had very basic questions that were not discussed on the website, for example, how to know what their surfing level was in order to choose the right course.

As a result, potential customers were dropping off before reaching the booking process.

GOAL

  • Simplify content structure to make course options clearer and easier to navigate.
  • Enhance branding consistency to improve credibility and user trust.
  • Optimize for conversions by making CTAs more prominent and reducing friction.
  • Improve mobile experience, given that most visitors accessed via mobile.
  • Maintain SEO rankings by keeping original URLs intact.

MY ROLE

As the sole UX/UI designer, I led a complete redesign to simplify navigation, enhance branding, and optimize the booking experience. Through user research, heatmaps, and Google Analytics insights, I identified key pain points and implemented a data-driven solution that led to a significant increase in conversions.

ROLE

Sole UX/UI designer

TOOLS

Figma, Miro

TEAM

1 designer and developer

TIMELINE

Oct 2024 – Jan 2025 (14 weeks)

RESEARCH

To understand user behaviour, I conducted a thorough analysis:

  • User Interviews. Identified common concerns and pain points, including difficulty selecting the right course.
  • Heatmaps. Showed that users were not reaching the booking section and often got lost in content-heavy pages.
  • Google Analytics. Confirmed high drop-off rates before reaching checkout.

FINDINGS & ACTIONS

Users struggled with too many options, so...

Simplified offerings to highlight the most popular plans.

Worthless information repeated as a strategy to boost SEO but interrupted a smooth user experience, thus...

I moved that information to the footer via FAQs and optimised it for SEO.

There was so much text that it prevented the user from finding the information they were looking for, then...

I used dropdowns, carousels and iconography to facilitate reading.

Users didn’t know their surf level, until we...

Added a comparison table to help them self-assess before booking.

CTAs were not visible enough, but then...

Decided to made them bold, consistent, and action-driven.

Solo travelers hesitated to book, so I...

Adjusted messaging to encourage individual sign-ups.

THE PROCESS

Designing for simplicity & conversions

UX/UI design for Surf School, a platform optimized for booking and managing surf lessons.

To understand how users interacted with the website, I created a customer journey map that revealed key pain points:

  1. Consideration Stage Issues: Users had trouble finding relevant information due to cluttered pages.
  2. Decision Stage Friction: The lack of clear CTAs made it difficult for users to take the next step.
  3. Mobile Experience Challenges: Despite most traffic being mobile, the desktop experience was prioritized.

 

Key solutions implemented:

  • Reorganized the website’s structure to focus on high-interest content.
  • Consolidated pages and removed unnecessary distractions.
  • Simplified booking flows to guide users directly to reservations.
  • Optimized for mobile-first navigation.
Lanzarote Surf School website – UX/UI design focused on user-friendly booking experience.
UX/UI redesign for a surf school – improving navigation and mobile usability.
Visual storytelling through UX/UI – capturing the surf lifestyle in Lanzarote.

BEFORE

Redesigned user interface – improved UX/UI design for better usability and accessibility.
Data-driven UX design – how surf students interact with Lanzarote Surf School's website.
Data-driven UX design – how surf students interact with Lanzarote Surf School's website.

AFTER

Redesigned user interface – improved UX/UI design for better usability and accessibility.
User-centered website design for Lanzarote Surf School – intuitive and engaging interface.
User-centered website design for Lanzarote Surf School – intuitive and engaging interface.
Seamless digital experience for Lanzarote Surf School – optimized for surf students.

Post-launch, we saw immediate improvements:

  • Bounce rate dropped by 35%
  • Booking completion rate jumped from 4.4% to 10%
  • Mobile engagement increased by 60%
  • Generated €19K in revenue within the first two months
  • Customer support inquiries reduced, as FAQs covered common concerns
Improved conversion rate by optimizing UX – Lanzarote Surf School case study.
Lanzarote Surf School website redesign – modern UX/UI for a seamless user journey.
New surf school website interface – enhanced navigation and intuitive booking flow.
Before & after: Lanzarote Surf School website transformation through UX/UI design.
Revamped surf school website – mobile-first design for better usability.
Optimized UX for surf students – clear call-to-action and improved booking experience.
High-converting website design – UX/UI strategy for a surf school in Lanzarote.
Lanzarote Surf School homepage – engaging visuals and intuitive user experience.
Redesigned booking page – frictionless process for surf lesson reservations.
Data-driven UX enhancements – improving user retention and session duration.
Mobile-friendly design – optimizing the surf school website for all devices.

NEXT STEPS

The client has been recommended to continue to monitor the website in Google Analytics, with heat maps and user interviews. In addition, the number of customers accessing through direct CTAs to the booking is being measured.

 

With this information, advertising actions can be proposed in Google and Meta Ads to attract specific and interest-targeted customers to each of the pages.

 

It is also proposed to encourage the use and application of a Live Chat bot to resolve doubts within the platform and thus reduce the number of emails and WhatsApp messages received by the customer.

 

The design must remain alive. This design has been presented based on the results of the previous study, but I am convinced that it can be further optimised and A/B tests can be carried out to make new decisions and continue implementing improvements.

Looking for a designer?

Get in touch

Do you have a product idea, want to discuss a project, or need a designer? Drop me an email at

hi@designbysofi.com
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