Ecommerce
SRF PARK TLV
SRF Park TLV is a surf lagoon and lifestyle park in Tel Aviv, supported by a custom-built digital platform. This case study focuses on the design of a flexible, multi-scenario purchase and booking flow, alongside UX work across additional product areas.
Role & Responsibilities :
User flows, Wireframes, Prototypes, UI design, Design system, Client management
Tools :
Figma, Illustrator, Photoshop, After Effects, Monday, ChatGPT
GENERAL CHALLENGE
Designing a seamless booking experience for a complex ecosystem of personal, non-transferable products - across different user types, product behaviors, and operational constraints.
SPECIFIC CHALLENGES & Solutions
Challenge 1: Fragmented booking experience
Users cannot book a session without first purchasing a product and logging in - leading to confusion and drop-offs.
Solution: Unified Booking Funnel
Combined login → product selection → user assignment → booking into one continuous flow. Popup login reduces friction and maintains context.
Challenge 2: Health declaration can block onboarding
Health declaration Mandatory per surfer, often forgotten, can cause delays at check-in at the lagoon and make bad experience.
Solution:In-Flow Health Declaration
Triggered only when booking a session or adding a new surfer. No interruption during signup or product purchase.
Challenge 3: Product rules limiting purchase flows
Products are personal and non-transferable, gifts, multi-child registration, and age-based scheduling difficult.
Solution: Surfer assignment in checkout
Added a dedicated “Assign to surfer” mini-flow inside checkout: a slide-in panel for selecting or creating a surfer, followed by contextual upsells.
Challenge 4: Multiple product types with different behaviors
Sessions, camps, single-day courses, memberships, punch cards, benefits - each required different logic.
Solution: Dedicated Flows per Product Type
Separate calendars & tailored UX patterns for surf sessions, wellness classes, camps, memberships, and benefits.
Design system
UI Overview
More Projects
Ecommerce
SRF PARK TLV
SRF Park TLV is a surf lagoon and lifestyle park in Tel Aviv, supported by a custom-built digital platform. This case study focuses on the design of a flexible, multi-scenario purchase and booking flow, alongside UX work across additional product areas.
Role & Responsibilities :
User flows, Wireframes, Prototypes, UI design, Design system, Client management
Tools :
Figma, Illustrator, Photoshop, After Effects, Monday, ChatGPT
GENERAL CHALLENGE
Designing a seamless booking experience for a complex ecosystem of personal, non-transferable products - across different user types, product behaviors, and operational constraints.
SPECIFIC CHALLENGES & Solutions
Challenge 1: Fragmented booking experience
Users cannot book a session without first purchasing a product and logging in - leading to confusion and drop-offs.
Solution: Unified Booking Funnel
Combined login → product selection → user assignment → booking into one continuous flow. Popup login reduces friction and maintains context.
Challenge 2: Health declaration can block onboarding
Health declaration Mandatory per surfer, often forgotten, can cause delays at check-in at the lagoon and make bad experience.
Solution:In-Flow Health Declaration
Triggered only when booking a session or adding a new surfer. No interruption during signup or product purchase.
Challenge 3: Product rules limiting purchase flows
Products are personal and non-transferable, gifts, multi-child registration, and age-based scheduling difficult.
Solution: Surfer assignment in checkout
Added a dedicated “Assign to surfer” mini-flow inside checkout: a slide-in panel for selecting or creating a surfer, followed by contextual upsells.
Challenge 4: Multiple product types with different behaviors
Sessions, camps, single-day courses, memberships, punch cards, benefits - each required different logic.
Solution: Dedicated Flows per Product Type
Separate calendars & tailored UX patterns for surf sessions, wellness classes, camps, memberships, and benefits.
Design system
UI Overview
More Projects
Ecommerce
SRF PARK TLV
SRF Park TLV is a surf lagoon and lifestyle park in Tel Aviv, supported by a custom-built digital platform. This case study focuses on the design of a flexible, multi-scenario purchase and booking flow, alongside UX work across additional product areas.
Role & Responsibilities :
User flows, Wireframes, Prototypes, UI design, Design system, Client management
Tools :
Figma, Illustrator, Photoshop, After Effects, Monday, ChatGPT
GENERAL CHALLENGE
Designing a seamless booking experience for a complex ecosystem of personal, non-transferable products - across different user types, product behaviors, and operational constraints.
SPECIFIC CHALLENGES & Solutions
Challenge 1: Fragmented booking experience
Users cannot book a session without first purchasing a product and logging in - leading to confusion and drop-offs.
Solution: Unified Booking Funnel
Combined login → product selection → user assignment → booking into one continuous flow. Popup login reduces friction and maintains context.
Challenge 2: Health declaration can block onboarding
Health declaration Mandatory per surfer, often forgotten, can cause delays at check-in at the lagoon and make bad experience.
Solution:In-Flow Health Declaration
Triggered only when booking a session or adding a new surfer. No interruption during signup or product purchase.
Challenge 3: Product rules limiting purchase flows
Products are personal and non-transferable, gifts, multi-child registration, and age-based scheduling difficult.
Solution: Surfer assignment in checkout
Added a dedicated “Assign to surfer” mini-flow inside checkout: a slide-in panel for selecting or creating a surfer, followed by contextual upsells.
Challenge 4: Multiple product types with different behaviors
Sessions, camps, single-day courses, memberships, punch cards, benefits - each required different logic.
Solution: Dedicated Flows per Product Type
Separate calendars & tailored UX patterns for surf sessions, wellness classes, camps, memberships, and benefits.
Design system
UI Overview