Consolidating fragmented surf education, training and travel into a single AI-powered platform.
Every surfer is on their own path.
Some are learning to find balance and confidence. Others are chasing flow, power or deeper expression in the water. Wherever you are on that journey, SurfLab is built to meet you there.
I led the end-to-end product and UX design from early concept through to development and launch. I focused on translating complex data and AI outputs into clear, intuitive user flows, ensuring the experience felt simple, responsive, and actionable.
End-to-End Product & UX Design.
From defining core journeys and interaction models to designing high-fidelity interfaces, the work centred on making personalised coaching accessible and easy to engage with. I also designed the company identity, website, logo and broader marketing materials, ensuring a cohesive experience across product and brand.
The result is a product that uses AI to guide progression through online learning, offline training and travel experiences that work together as a flywheel. Each reinforcing consistent progression, deeper engagement and long-term retention.
