Swimplicity was a result of KSU HatchBridge's Design-a-thon challenge, where real clients brought their concerns and students had the opportunity to redesign the landing page within one week.
The Design-a-thon was my first ever design challenge experience, and I'm proud to say my team (Ella Ramsey and Ronald Nubah) won first place.
Our client, Codexo Technologies is a general CRM service, but we were tasked with creating a subsidiary of Codexo for the swimming pool sector.
Swimplicity is a result of my team being given full creative liberty to reimagine the brand identity of our client Codexo Technologies.
Role
UI design, Prototyping
Approach & Timeline
Competition (1 week - September 2025)
Tools
Figma, FigJam, Microsoft Teams
Given that we had a week, we focused on our client's main concern: getting users to click the call-to-action button to book a call with the sales team.
We briefly did a competitive audit of CRMs used in the pool industry, brainstormed of what we noticed could be improved on Codexo's landing page, built a wireframe, created a style guide, and built a prototype.
The main call-to-action easily got lost on the page with how word-heavy the original landing page was.
Codexo has a lot of services to offer, but it easily became redundant and unorganized, overwhelming the client and distracting from the main call-to-action, booking a call.
When auditing our main competitor, Skimmer, we noticed that the page went on for forever and was extremely word-heavy.
Despite having the call-to-action on their navigation bar, it wasn't sticky, so it didn't follow you as you scrolled on their endless landing page.
This meant that if the user wanted to click on that CTA, they would need to search throughout the content or scroll to find it.
Since the CTA was the most important need to be addressed, I pointed out that putting the main CTA on a sticky nav bar would make it easy for the client to click on regardless of where they were on the page.
In addition to the "Book a Call" button on the nav bar, we added more throughout each section as check-ins & providing more than one way to click on the CTA.
Codexo has a lot of services to offer, and it's easy to overwhelm the user with all the information you want to provide them.
Ella really wanted to lean into the pool theme by using a wave pattern throughout the page. We wanted the feel of Swimplicity to feel sleek and not corny with generic stock images.
Once we were building the prototype, the wave border became a useful way to visually separate information without dumping all the information on the user at once.
Chunking information like this makes it easier for the user to process and find information.
This was my first Design-a-thon experience, as well as my first time working with a UX/UI design team. Even though this was only a week long experience, I learned the value of:
