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Redesigning a diving shop's website in Missouri

UX Design

Project Details

Project Goals:

The goal for this redesign was to collaborate with a copywriter and SEO specialist to restructure the information architecture to make the courses and upcoming diving trips the main focus of the website. It was also a priority to optimize design and usability on desktop and mobile.

  • Figma
  • GoDaddy
  • Microsoft Office
  • Lead UX and UI Designer
  • Mindy Kilgore
  • Mary Cancilla
  • 1 month
  • October 2021 - November 2021


Planning diagram depicting design process phases for diving website redesign.

We created a plan for the design process, starting with the define phase of looking at the problems that we could identify in the current information architecture and hierarchy of content importance. Then we planned to conduct competitive research on local dive shops and larger indirect competitors and their common designs patterns and practices. The next step was the design phase where I would create the design deliverables and the copywriter would complete copy and SEO, followed by stakeholder evaluation and final iterations. This project took place over the course of one month which allowed about one week for each phase.


List of competitor weaknesses.
Competitive audit opportunities.

I did a competitive analysis of diving shop's websites in the local area. I found that many of them had a lot of disorganization in their information architecture. It was often very difficult to discern the call to action on a page or to choose from an overwhelming amount of options. I detected a lot of opportunities for improvement for information hierarchy, especially for diving courses and diving trips.

User Interviews

Pain Points

I discovered that there were consistent pain points that existed across the client's website and local direct competitors:

  • Courses were scattered across the website with no clear information hierarchy.
  • Design mistakes such as low quality images and unreadable text were prevalent.
  • GoDaddy was often a very limiting platform to work on.
  • It was common for the diving websites to not have updated information on courses and diving trips.
  • Unclear information architecture structure.


User Journey

Information Architecture

Information architecture diagram for diving website redesign.

I created an information architecture diagram to organize the content by order of importance for navigation. PADI and Dive Travel are the highest priority and have been organized into smaller sub categories. Equipment, Calendar, About Us, and Blog were of lower importance but are still clear descriptions of content that are scannable.



Sketches for the navigation and content organization on desktop for diving website redesign.

I created sketches for the redesign of the homepage and the navigation. The navigation items are ordered in the same manner as the information architecture, with Home, PADI Courses, and Dive Travel as the highest priority, but the rest of the options are still scannable, clear, and discoverable. I also visualized different ways to organize the current content on the home page.

Lofi Wireframes

Lofi Prototype

Hifi Prototype

Usability Testing



A lot of information architecture needed to be redone, as a lot of the courses were scattered through the website. There wasn't a consistent design or branding guide, most call to actions only led to calling the store. A lot of information was not updated and many design mistakes were made, such as using low quality images, using difficult to read fonts, and not having PDFs embedded correctly.

Desktop homepage before redesign.
Course call to action from website home page before redesign.
Course call to action on testimonials page before redesign.

Hifi Prototype version 2



I restructured navigation and PADI course organization and made the information hierarchy and branding consistent across the website. The copywriter and SEO specialist rewrote all copy to direct the user through navigation more easily. I also improved visual design by using high quality images and fixing embedding and font issues, and calls to action were routed to signing up for courses and trips.

Navigation and course page after redesign.
Testimonials and course call to action on home page after redesign.
Upcoming trips page after redesign.

Demo Video

Project Images

Diving website desktop navigation and banner after redesign.
Diving desktop website home page hero image after redesign.
Trip details and upcoming trip countdown on desktop website after redesign.

Final product images of Diver's Oasis website with restructured navigation, high quality images, updated course and trip information, and features such as countdown timers until the next trip. Information architecture has also been re-organized to prioritize courses and trips, while maintaining discoverability for other areas of the website without being overwhelming.

Accessibility Considerations

  • AA contrast for accessibility.
  • Large touch targets for buttons.
  • Mobile optimization for responsive design.
  • Organized to be viewable from screen reader.

Takeaways & Next Steps

  1. I can build a good website in GoDaddy, but I would much rather work in a more seamless and responsive web builder.
  2. I enjoy collaboration with copywriting and SEO, as I like to focus more on visual aspects.
  3. This was one of my final projects at this job so I would have liked to see the metrics returned from the redesign.
  4. There are a surprising amount of people who are into diving in Missouri.
  5. If I were to continue on this project, I would have liked to improve visual design further by adding features like a favicon and interactions.

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