Matthew Miller
Apr 14, 2016

Before and after: Surf school refreshes UX to attract would-be wave riders

AUSTRALIA - Working with The Nest, surfing-school Let's Go Surfing sought to replace an outmoded website with a more dynamic online presence evoking the transformative experience of learning the sport.

Before and after: Surf school refreshes UX to attract would-be wave riders

Client: Let's Go Surfing

Agency: The Nest (part of Frost Collective)

Market: Australia

Scope of work: Brand refresh and website redesign

Details: Aiming to significantly expand its business over the next 12 months, Let's Go Surfing undertook a UX refresh in order to address an outdated website "lacking dynamism and personality". The project sought to reflect the brand’s passion for surfing culture through a more responsive site that would drive engagement and bookings. 

The new site features an eye-catching video background, and the overall creative direction focuses on the transformative experience or surfing, which extends to the choice of the word 'Go' for calls to action throughout. The site's visual language employs surfboard shapes, while the content focuses on brand values of authenticity, positivity and sustainability to connect with existing and potential customers. 

The company operates on the east coast of NSW at Bondi Beach, Maroubra and Byron Bay, providing private or group lessons from beginner to advanced levels for families, children and corporate customers. The ambition, according to CEO Craig Wachholz, is to expand to more locations, including internationally, while offering a range of experiences including surf schools, lifestyle tours, surfing retreats, beach health and fitness and surfing academies.

New site home page featuring video wave:

Comparison of old site (left) and new site (right):


Martin Hoegh-Guldberg, head of digital, The Nest:

Let’s Go Surfing was ready to refresh the brand’s look and feel which was the perfect opportunity to work on the site’s UX, structure and functionality. Emotive imagery and video bring the company’s unique lifestyle offering to life and make a highly dynamic environment for visitors. We expect the new responsive site to help drive 2016 and beyond sales and bookings.

David Judge, chief technology officer, Let's Go Surfing:

To authentically connect, deliver professionally, feel good about the brand and importantly, to have fun, we really have to activate the personality and values of the brand both internally and externally, online and off.

Campaign Asia Pacific's comments: Although the brand's old site was probably state of the art when created, a static, blocky website for an inherently dynamic activity such a surfing now seems crazily inappropriate. The new site communicates what the brand's all about in every way, which is what all brands should aspire to, really. Web design and technology have advanced to the point where there's no excuse for failing to bake your brand purpose, personality and values into your online presence—while also taking care of 'hygiene' issues such as responsive (mobile-compatible) design and smooth interaction.    


Head of Digital: Martin Hoegh-Guldberg
Group Creative Director: Anthony Donavon 
Executive Producer: Charlie Bruton
Senior Producers: Daniel Mulligan and Kate West
Technical Lead: Matt Neville
UX & Digital Designer: Zion Wu


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