Surf Prark TLV
SaaS system for surfers and hosts at the new wave garden in Tel Aviv - B2B & B2C freelance project
When surfing and user experience meet 🏄♀️🎨
In recent years, surfing has gone high-tech with wave pools offering perfect, controlled waves. A new pool in Tel Aviv will allow surfers to practice reliably and ease the crowding of the beaches, but is that enough?
The main problems: Too many surfers, no time and no waves
The surfing community in Israel is large and diverse, but there are several main problems that surfers indicated in the research :
1. Sea conditions (not many waves) - 51%
2. Incompatible schedule - 25%
3. Crowd of surfers at sea - 24%
The opportunity from the pain points
As coastal surf spots grow, wave pools offer a scalable alternative - but success depends on a seamless user experience and a powerful management system built for three kind in users: surfers, hosts, and admins.
Naama, 24, surfing for 3 years
"It was quite complicated for me at first to book a session on the site. I'm a pretty good surfer, but it took me a while to figure out which level to sign up for."
Goals and KPI's 🎯
1. Increase the number of people coming to surf the pool using the app
2. Develop a simple sign-up path designed for 100% of new users
3. Increase the number of users purchasing tickets and subscriptions, and generate NPS through user surveys
4. Implement visual accessibility tools that will increase the efficiency of hosts and managers through UX/UI
5. Reducing the time to book the right-level session in less than 60 seconds
Research Insights 📃
Surfers cite uncertainty in sea conditions as the number-one factor reducing their surfing frequency - the wave pool solves exactly that.
1. Beginners enjoy and persist more when they come in pairs - this led to the decision to develop the Partner Profile.
2. Hosts need information before each session, including skill level, fears, injuries, and equipment, which led to the development of the Host Profile.
3. Managers need a top-level view of the day - this led to the development of the operational dashboard.
(Made with AI, but Ella & Oren are real😎)
Design Rationale📱
1. Use of bright, wavy colors to create a sense of water and calm.
2. A unified, modular UI across different user types to simplify development and maintenance.
3. Large buttons and visual depth for beginners - because they operate in wet/sunny/moving conditions.
4. Priority on “one-click” actions to ensure availability when booking sessions and increasing retention.
Dashboard & Notes for partners profile
Product Insight: Over 60 % of self‑identified beginner surfers attend sessions as pairs, uncovering a clear social use case.
Feature (MVP) - Partner Profile
Partner Profiles support co‑booking workflows and display combined KPIs (e.g., sessions attended, skill score improvements).
Progress dashboards visualize each partner’s milestones and joint achievements.
Session Capture & Performance Coaching 📸
Since over 70% of users already train off-water, this feature reinforces that behavior through a progress dashboard and periodic “Level-Up Challenges” that motivate surfers to advance their skills.
Cameras around the pool use facial recognition to tag surfers and capture their waves.
After each session, users receive AI-analyzed clips, key performance metrics, and a personalized training plan.
Roy, 25, surfing for 7 years
"As a surfer, I want constant feedback and the ability to see myself from the side, so I can continuously improve, which gives me motivation to continue."
User-friendly for hosts too
Hosts (surf guides) are a critical user group responsible for safety and session quality, requiring dedicated tools to manage their daily operations.
A centralized host interface allows guides to:
View and manage upcoming sessions in a calendar with participant details
Submit special requests (equipment, scheduling, staffing) directly to admins
Review post-session feedback with sortable ratings and comments
Receive real-time notifications for bookings and admins' messages
Raz, 28, a host at the surf park
“Hosting groups of surfers is a big challenge, but receiving positive feedback from them afterwards also gives me the drive to improve as a surfer.”
A completely new interface for adminis too
Operating a wave pool involves full-scale daily activity - the research revealed several points that were critical for managers in the interface they work with.
Key Features:
Maiden shift management
Surfer traffic dashboard
Incident management
User feedback overview
live broadcast from cameras
Shelly, 34, maintenance manager
at the surf park
"If all the information were centralized, I could prioritize tasks better - it's challenging to manage so many aspects of the park."
Success metric forecast ✅
1. 75% of active park users now book sessions through the system (compared to 25% at the beginning).
2. An 18–25% increase in park occupancy thanks to smart load management and pairing filling sessions together.
3. Monthly revenue from hosts grew by 30% due to repeat bookings.
4. High retention: 55–60% of users continue using the system.
The system is becoming the park’s core operational tool - not just a “feature,” but the park’s underlying infrastructure.
What I learned from this case study 🧠
1. How to connect B2C & B2B in a single product.
2. To develop an effective MVP.
3. How to translate the needs of three roles (Surfer / Host / Admin) into a unified UI language.
4. It's possible to combine love for a job with love for a hobby and get the best out of it.
*Note - this logo is used for identification purposes only. All rights to the logo and brand belong to SRF PARK TLV.
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