Alessandro Fard
The Surfing.com
Workstreams
Product Strategy
UX Research & Ideation
UI Design
Creative Direction
Duration
18 months
Process
Ambitious Vision & Community Connection
Surfing.com
User Research & Spiritual Connection
After conducting thorough research with internal stakeholders, I took to the beaches of Southern California to talk with surfers and water enthusiasts firsthand. These moderated interviews allowed me to capture not only the technical needs but also the spiritual and emotional connections surfers have with the ocean—elements that had to be reflected in the digital experience. This insight was crucial to designing an authentic and meaningful product.
Design, Prototyping & Agile Development
We started with wireframes and iterated rapidly, incorporating user feedback from both testing and direct community input. The app’s design focused on creating a joyful and intuitive experience, allowing surfers to plan trips, connect with local experts, and find discounts at their favorite hangouts. I also provided art direction for the World of Waves show, coordinating promotional video content for social platforms and YouTube.
Business Integration & User Adoption
A key feature of the platform was the ability for local businesses to claim their profiles, allowing them to offer discounts and promotions directly to surfers. This integration helped create a thriving ecosystem where users could see discounts on surf wax or coffee as they planned their day. The early response to this feature was incredibly positive, with high user adoption and engagement.
Time Constraints & Multi-Team Leadership
The biggest challenge was balancing the tight timeline leading up to the Olympics while managing multiple teams across different touchpoints—website, mobile app, social media, and the World of Waves show. Coordinating onshore and offshore development, ensuring high-quality design, and iterating quickly based on user feedback required a delicate balancing act, which we successfully managed during the early stages.
Outcome & Lessons Learned
Despite the project’s early success and strong user adoption, Surfing.com
Outcome
Though Surfing.com