Five months. Zero rollbacks. A platform worth the brand.
URBN SURF's wave pool had earned real loyalty — premium pricing, repeat visits, a genuine community. The booking platform hadn't. Sessions took over 30 minutes to book, cart abandonment was high, and the call centre was fielding 750 calls a day with 20-minute hold times. The brief: rebuild the digital experience end-to-end in five months, without breaking the trust of members who'd already tolerated too much.
Approach
A deliberately lean three-person team plus an advisory governance layer. Discovery first — every pain point mapped against backend platform work and front-end UX impact, building a prioritised brief. A "Pioneer Member" model brought 3–4 trusted, heavily-invested members into ongoing design conversations, rather than running a broad beta.
Role
End-to-end UX lead across discovery, systems mapping, and delivery — working directly with an external development partner through build and QA, holding the line on design quality under time pressure.
"Tolerance isn't loyalty. The members who love this park most are the ones who'll hold it to the highest bar."
If you're building something in the AI space and want a designer who's in it with you — let's have a conversation.
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