An overwhelming experience was creating hesitation instead of confidence.
SwemSchool’s existing website lacked structure and clarity, making it difficult for parents and new swimmers to understand programs, pricing, and next steps.
- Overwhelming homepage with little hierarchy
- No clear differentiation between SwemSchool, SwemKids, and One
- Heavy text density
- Confusing class selection
- No structured registration flow
- Poor mobile optimization
Adult learners struggled to find adult lessons, and parents needed clearer scheduling and pricing cues. The experience created hesitation right before enrollment
Two audiences, one goal: confidence to commit.
Adults needed reassurance and instructor fit. Parents needed schedule fit and proof of safety + community. The site had to speak to both without feeling split-brained.
Persona: Simone Shields (Parent)
Primary decision-maker focused on safety, trust, and schedule fit.
I never learned how to swim as a child… I want to know for a fact that my kids are surrounded by people who understand the importance of water safety.
Simone is a wife and mother of two. After a near-death experience in the water, she made a vow that her children will learn proper water safety. She’s looking for a school with a strong mission and proof that instructors prioritize safety.
- Good reviews/referrals and strong trust signals.
- Clear connection to drowning prevention and water safety.
- Simplified sign-up and scheduling experience.
- Affordable lesson pricing.
- Finding lesson times that fit around work and family schedule.
- Feeling comfortable leaving her kids with a new instructor.
- Help her kids feel safe and confident in the water.
- Find a trustworthy swim school with a mission she believes in.
Persona: Dani Hill (Newbie)
Adult beginner looking for credibility, reassurance, and the “right” instructor.
For so long I’ve been afraid of the water… I need to see who I’m depending on in the pool. Seeing credentials helps ease the fear.
Dani wants to learn how to swim, but fear makes her hesitant to enroll. She wants to review instructors in advance, understand credentials, and feel confident she’ll be supported with patience.
- A close, convenient location.
- A patient instructor and supportive learning environment.
- Detailed instructor bios and experience.
- Credentials listed when available.
- Most swim sites seem geared only toward children.
- Worrying it may be too late to learn.
- Fear that instructors won’t be patient with beginners.
- Overcome fear of the water.
- Sort through instructors to find the right fit.
- Learn water safety and build confidence.
- Reduce first-lesson anxiety with clear expectations.
Clarifying priorities before designing solutions.
Methods
- Heuristic evaluation
- User interviews
- Survey research
- Competitive analysis (Sunational, Aqua-Tots, Dolphin Swim, etc.)
- Affinity mapping
Key Findings
- 85% prioritized clear lesson breakdowns
- 78% wanted transparent pricing
- 64% cared strongly about scheduling clarity
- Only 57% felt confident completing registration
Major pain points:
- Difficulty navigating lesson levels
- Confusion between programs
- Lack of clear calls-to-action
- Mobile friction during signup
Also identified that scheduling and pricing were primary decision drivers.
We focused on the simplest UX moves with the highest impact: improve findability, reduce uncertainty, and make booking feel straightforward.
Design for two journeys without doubling the site.
Make the path obvious: programs → schedule → pricing.
These personas grounded the user flows.
How one experience supports two different users
Both personas share the same end goal (sign up + trust the program), but they need different signals to feel confident.
