The Surfing.com and World of Waves project aimed to create a comprehensive surf community platform connecting users with local experts, friends, and businesses. As a lead in UX, design, and strategy, I drove the initiative to deliver an engaging digital experience for surfers worldwide while also supporting promotional efforts for the parallel World of Waves show.

Product Strategy

UX Research & Ideation

UI Design

Creative Direction

18 months

‍ Surfing.com had a bold vision: to provide surfers around the world with a platform that connected them with local experts who could guide them to the best waves, food, and hangouts. The mobile app would allow users to plan local surf trips, engage with the global surf community, and access exclusive discounts from local businesses—all while building momentum ahead of the upcoming Olympics.

‍ 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.

‍ 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.

‍ 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.

‍ 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.

‍ Despite the project’s early success and strong user adoption, Surfing.com faced funding challenges during the pandemic that halted its progress. However, I’m incredibly proud of the work we accomplished over two years. Our agile approach allowed us to release MVP features almost biweekly, quickly gathering user feedback and making continuous improvements. Leading this project was both rewarding and educational, and it reinforced my belief in the importance of user-centered design and rapid iteration.

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Though Surfing.com faced funding challenges that paused the project, the initial stages were a massive success with high user engagement and adoption. The platform’s blend of community connection, business integration, and joyful user experience created something truly unique in the surf world. My role, along with the efforts of my team, proved that even under tight constraints, agile and user-driven processes can lead to powerful, resonant digital ecosystems.