SURF

LOOK
A new kind of surf report

Understanding the
User
 USER
PERSONAS
 JONAS
SANDERS
The hardcore surfer

32 Years old
Web Designer
Los Angeles, CA
Married with two kids

“I can always find some fun

and joy in the water, no matter
what the waves are like.”
JONAS SANDERS: THE HARDCORE SURFER
ABOUT: A tech-savvy web designer living in Los Angeles, California. He frequently checks surf reports and forecasts
online and through several apps. Open to trying out a new app if it has desirable features and good information.

NEEDS AND GOALS: To be able to get a quick, accurate surf forecast every day.
To know where the best waves close to him are located.
To find good waves within a 15 minute drive of his home.
To know the parking information at the beach so he can better prepare.

MOTIVATIONS: Simplifying life through apps and websites.

Finding good waves to surf on and having fun.
Communing with nature and getting a great workout.
Going on surf trips with really good swells and interesting local culture.

FRUSTRATIONS: It’s never easy to park down at the beach.

The existing surf report apps could use better editing
Surf reports aren’t always accurate
Doesn’t want to deal with crowded waves, too many beginners in the water

ACTIVITIES: Surfs nearly every day

Loves to travel and soak in local culture
Enjoys taking his kids to the beach
JONAS SANDERS: DEVICE USAGE
DESKTOP COMPUTER/LAPTOP: On his computer all day for work, but doesn’t use it much in his off time

MOBILE PHONES: Often checks his mobile phone, checks surf reports on mobile almost exclusively

SOCIAL MEDIA: Has social media accounts and checks them fairly often, engages with the community often

DESKTOP MOBILE PHONES SOCIAL MEDIA

COMPUTER/LAPTOP
JONAS SANDERS: HYPOTHESIS STATEMENT
We believe that by creating a surf report web app that includes an accurate surf
report as well as parking information for the best surf spots close to home for
Jonas, we will achieve simplification of Jonas’ routine so he can spend more
time getting outside and enjoying the surf.
 JACKIE
LIM
The casual surfer

37 Years old
Environmental Engineer
Sydney, Australia
Single, no children

“I’m into the general beach

lifestyle. Surfing, Swimming,
Walks on the beach…”
JACKIE LIM: THE CASUAL SURFER
ABOUT: A busy Environmental Engineer living in Sydney, Australia. She surfs several times per week, and is decent at catching
waves, though by no means would call herself an expert. Looking for a good surf report app that gives her a quick, casual view
of what’s going on with the surf.

NEEDS AND GOALS: To be able to quickly find the best waves near her home
To go surfing 2-3 times per week
To stay within a 30-minute drive of her home when choosing a surf spot
To go surfing before she goes to work in the morning

MOTIVATIONS: To get a great workout while enjoying the outdoors

Would like to go on a surf trip at some point
To improve her surfing and someday graduate from a longboard to a shortboard
To have fun and relax, get a little stress relief from a surf session

FRUSTRATIONS: Most current surf report apps take a while to decipher.

There is never anywhere to park at the most popular surf spots!
Her favorite surf spots are often too crowded
Bigger, stronger waves can be a little intimidating

ACTIVITIES: Surfing, of course. Also trail running, sampling

different cuisines, and going camping with her dog.
JACKIE LIM: DEVICE USAGE
DESKTOP COMPUTER/LAPTOP: Uses for work, about 50% of the time when she’s not out in the field. Has a laptop at home
which she uses often when relaxing, browsing on the couch

MOBILE PHONES: On her phone often, texting with friends or playing mobile games, checking the surf report

SOCIAL MEDIA: Not a big fan of social media. Has a Facebook account but only checks it occasionally. Prefers
privacy.

DESKTOP MOBILE PHONES SOCIAL MEDIA

COMPUTER/LAPTOP
JACKIE LIM: HYPOTHESIS STATEMENT
We believe that by creating a surf report application which includes information on
wave difficulty, parking, and crowds at nearby surf spots for Jackie, we will
achieve Jackie having more time to relax and enjoy her time in the surf with
the confidence that she will continue to improve as a surfer.
 JAIME
RODRIGUEZ
The beginner

41 Years old
Video Editor
Ensenada, Baja California, Mexico
Married, no children

“I’m just here to chill”

JAIME RODRIGUEZ: THE BEGINNER
ABOUT: A video editor living in Ensenada, Baja California, Mexico who recently started surfing for the first time. He tries
to get out at least twice per week. Would like to have a surf report app that makes things easier for beginners like him.

NEEDS AND GOALS: To access a surf report that breaks the information down and simplifies it so beginners
like him can understand what the reports mean.
To find beginner-friendly surf spots near his home.
To know when the waves are good to surf, but not too big to be dangerous.

MOTIVATIONS: To get in shape and enjoy the outdoors.

To get better at surfing and grow in confidence.
To have fun and enjoy getting out on the water with his other friends who surf.

FRUSTRATIONS: Surfing is difficult for beginners with a steep learning curve.

Existing surf report apps read like a science textbook. What does it all mean?
It’s hard to know if the waves will be too strong before seeing them.
More advanced surfers can sometimes be a bit brutal out on the water
and just drop in on beginners.

ACTIVITIES: Surfing, cycling, trying new restaurants, travel,

getting together with friends and family for barbecues
JAIME RODRIGUEZ: DEVICE USAGE
DESKTOP COMPUTER/LAPTOP: On his computer all the time for work, also plays a lot of video games at night on PC

MOBILE PHONES: Not on his phone too often, but does use it to look up useful information, weather, directions, etc.

SOCIAL MEDIA: Checks social media daily. Enjoys being connected with friends and family, but not constantly
checking it

DESKTOP MOBILE PHONES SOCIAL MEDIA

COMPUTER/LAPTOP
JAIME RODRIGUEZ: HYPOTHESIS STATEMENT
We believe that by creating a simplified surf report which spells out what
everything means for beginner surfers like Jaime, we will achieve Jaime feeling
more confident in the waves he is about to go surf on, allowing him to just
relax and enjoy his time in the outdoors.
 USER
JOURNEY
MAPS
 SCENARIO: Jonas will have few spare hours
JONAS on Saturday afternoon and he wants to find the
most rideable waves nearby, but he doesn’t
SANDERS want to deal with the usual parking hassles
typical of beaches in the Los Angeles area.
Goals and Expectations: Jonas wants to be able to get a
quick, accurate surf forecast so he can find out where the best
waves close to him are located. He prefers to stay fairly close to
home, but he needs to know more about the parking situation
at the beach so he can better prepare and avoid hassles.

Check the surf report for Check the parking Make a decision about
PHASES Search nearby surf spots
chosen area situation at chosen area where to surf

Decide to surf here. Set this

Open the app, head to surf
TASKS reports area, search by current
location.
Scan the summaries for local
spots, select the one that looks
like it has the best surf.
Check the parking information for
location as chosen surf spot, click
the selected surf spot and take
note of any important information
to get driving directions through
the app. Save directions for
(i.e. parking meters, fees, etc.)
Saturday afternoon.

“Ugh. The parking is always

“I’m really looking forward to
“The waves at Hermosa look terrible at Hermosa, but there
“I hope the surf will be good on getting out on the water on
THOUGHTS like they are going to be are the pay spots. I better plan
Saturday afternoon.” Saturday. The swell looks
awesome on Saturday. Sweet!” to bring quarters for the
great!”
meter.”

HOPEFUL ANNOYED

EMOTIONS
EXCITED JOYFUL ANTICIPATION

Each surf spot should have

Add current location or search
OPPORTUNITIES
by city or zip code.
The summaries should have
easy and clear indicators of
vital surf stats at a glance
information on parking lots,
meters, street parking, as well as
user-submitted comments on
parking-related issues
Set a surf location for future
plans, save notes on the spot
and driving directions for later
 SCENARIO 2: Jonas wants to plan a surf trip
JONAS to Costa Rica for this Summer, but as he isn’t
very familiar with the area, he wants to check
SANDERS out what are considered the best surf spots for
expert surfers in the country.
Goals and Expectations: Jonas wants to research the surf
spots around Costa Rica and see which ones usually have good
expert-level waves in the Summer. He wants to plan out a few
spots to visit during a one-week trip, but he needs average surf
reports and local insights to help him with his preparations.

Scan the reports for Check out local insights

Search surf spots in
PHASES average surf in the Pick a location to visit and important travel
Costa Rica
Summer months information

Scan the summaries for good Pick a location based on surf Read up on local insights such
Open the app, head to surf
Summertime spots, filtered by ratings and save that surf spot as local etiquette, hotel and
TASKS reports area, search location
surf that is bigger and good for to Travel list for future travel information, and other
the country of Costa Rica
expert shortboarders. reference. local points of interest.

“I can’t wait to plan a trip to “Hmm….I wonder where the “This spot looks great. Look at “I should probably find out a
THOUGHTS Costa Rica this Summer. I need best surf spots in Costa Rica those averages! I definitely little more about this location
a vacation so badly.” are located…” want to go there!” to help in my planning…”

ANTICIPATORY
EMOTIONS
PONDEROUS EXCITED CURIOUS

Search location should include the Search filters should include filter In addition to a favorites page, When reading about a surf spot,
option to search entire countries for averages at different times of users can also save non-local surf users can also access local insights
OPPORTUNITIES for when user is unsure yet of year to allow users to explore for spots to a travel list to help them in that will help them with logistics
specific destination. future trip planning. preparation for surf trips. and travel planning.
 SCENARIO: It’s Monday morning and Jackie Goals and Expectations: Jackie wants to be able to quickly find
JACKIE wants to get in a quick surf session before
work. She wants to find out where the best
the best waves for her skill level and boarding style near her home so
she can enjoy a surf session before she goes to work in the morning.
LIM waves to longboard on are currently located She hopes to stay within a 30-minute drive of her home when choosing
within 30 minutes of her home. a surf spot so she can still make it to work on time afterwards.

Search for surf spots

Filter by difficulty level of Check the surf report for Choose a spot to go
PHASES within 30 minutes of her
current waves location results surfing this morning
location

Open the app, head to surf
reports area, search by current
TASKS
location. Apply filter ‘within 30
minutes drive’.
Filter surf spots by difficulty Look at the results, scanning Decide where to surf. Set this
level and boarding type, the report summaries for location as chosen surf spot,
selecting ‘intermediate’ and places that look desirable with click to get driving directions
‘longboard’ in filter options a mind to staying nearby through the app. Go surf!

“Ok, good. It looks like there

“If I hurry, I’ll have time to go
THOUGHTS surfing before I have to go to
work this morning.”
“I don’t want to waste any time “I’m excited that I found a good
are a few spots that might
going somewhere that the spot to surf at this morning!
work for me today. That’s
waves are too big!” But I better hurry up and go!”
good.”

STRESSED, ANXIOUS
ANNOYED
EMOTIONS
RELIEVED HAPPY

Filters for difficulty level and Integration with Google maps

Ability to set driving radius for Summaries should have drive
boarding type to help users for driving directions allows
OPPORTUNITIES surf spots, take into account time from your current location
quickly find the best waves for users to immediately set off
current traffic conditions easily visible
them once they choose a spot
 SCENARIO: Jaime is new to surfing and
JAIME he wants to know where the best surf
spots with easier waves for beginners are
RODRIGUEZ located in his area. He plans to try and
visit a couple this coming weekend.
Goals and Expectations: Jaime wants to search for the best
surf spots for beginners in his area and save a list of them so that
he can reference them later this weekend. He plans to visit a
couple of them on Saturday and Sunday and check out what the
waves look like for himself, but he wants to do his research now.

Search for surf spots in Find the most Save surf spots to his
PHASES Filter by difficulty level
general local area beginner-friendly spots favorites

Filter the results by average Decide on a spot he is

Open the app, head to surf Scan the results, looking for a
difficulty level, choosing only to interested in checking out.
TASKS reports area, search by current spot that looks like it generally
see spots that are good for Save this spot to his favorites
location. has easier waves to ride.
beginners on longboards. list.

“I can’t wait to check out some “Ok, let’s see. It looks like there “Rosarito has smaller waves. I’ll
“I need to filter these results to
local surf spots. I wonder what are a few spots around here save that to my favorites and
THOUGHTS make sure I’m only going to
the waves are like around where the waves are pretty maybe go check it out this
spots where I won’t kill myself!”
here.” beginner friendly.” weekend.”

TREPIDACIOUS
EMOTIONS
RELIEVED HAPPY
CALM, INQUISITORY

In addition to current location Ranking system showing When user finds a spot they
Include warnings when a surf
function, allow user to have set waves ranked from most to like, they can save it as a
OPPORTUNITIES favorite locations, like their home
spot has waves that are too
least optimal for the user’s skill favorite so it’s easy and quick
or office for easier search later difficult for your skill level
level/surfing desires to check reports on later.
USER FLOWS
 Objective:
As an expert level surfer and
JONAS travel enthusiast, I want to find
SANDERS the best surf spots in Costa
Rica so I can conduct research
on the best places to go on my
upcoming trip this summer.
Task flow:
Start on home screen
Search surf spots in Costa Rica, filtered by expert level, good for shortboarders.
Scan the reports for average surf in the Summer months
Choose a location that looks like it will have good surf this summer
Save surf spot to Travel List
Check out local insights and important travel information

Surf spot
detail view
- local
Decide to insights
check out a
different spot View local insights
and travel information

Surf
Surf spot Save surf
Home Search Search Search spot
Search Search detail view spot to
Screen Results Results Results detail
- averages travel list
view
Entry
point Scan the
Start on Choose View View details Save surf
Navigate Run a search Sort results
Home home reports to the surf details for for selected spot to travel
to search of all surf by skill level
Screen screen see what spot that selected surf spot list
spots in Costa and board
waves look meets all surf spot
Rica, filtered type with an
best in criteria.
by time of eye toward
summer on
year: Summer expert,
average. Surf spot
shortboard.
detail view
Decide to - Webcam
check out a
different spot
View webcam to
take a peek

Entry Point: Home screen

Success Criteria: User has found a surf spot that usually has great waves and saved it to his Travel List
 Objective: Task flow:
JACKIE As a busy professional, I want to quickly Start on home screen
Navigate to search
and easily find the best surf spots within a
LIM 30 minute drive of my home so that I can
Filter by distance, within a 30 minute drive of current location
View results
go surfing before I head off to work in the Sort results by skill level and board type (intermediate, longboard)
morning. Find closest surf spot that meets the criteria
View webcam of current surf conditions
Get driving directions to surf spot

Decide this
surf spot isn’t
the one to go
to today.

Surf spot
Surf spot Surf spot
Home Search Search Search detail view-
Search Search detail detail view -
Screen Results Results Results driving
view webcam
directions
Entry
point
Start on Navigate Run a search of Observe Sort results by Choose the View details Open up the Decide to surf
Home home to search all surf spots by search results skill level and surf spot for selected webcam view here and click to
Screen screen distance, within a board type that meets surf spot for surf spot to be connected to
30 minute drive all criteria. check that the Google Maps for
of current waves indeed driving
location look good, then directions
close modal

Entry Point: Home screen

Success Criteria: User finds the perfect place to go surfing this morning
 Objective:
As a novice surfer, I want a system
JAIME for setting my surfing skill level in
RODRIGUEZ the app, so that I can be matched
with breaks that match my
abilities and I won’t end up biting
off more than I can chew and
getting hurt out there.
Task flow:
Login
Navigate to app settings
Set skill level to beginner
Set surfboard type to longboard only
Save settings
Run a search for new surf spots
Observe that surf spots now indicate if they are a match or not.
Click on a surf spot to view more details.

Forgot
password

Home App App App Search Search Surf spot

Login Search
Screen settings settings settings Results Results detail view
Screen

Set skill Set board type to Save app Search for Observe all Click on a
Log into app Navigate View details for
level: longboard settings nearby surf results have specific surf
to app selected surf
beginner spots indicators of spot
Entry settings spot, including
match to
point skill level
Sign up your
match details
Open the Screen preferences
app
Onboarding
Sign up for the Onboarding tutorial, or
app
user can skip

Entry Point: Login Screen

Success Criteria: User can view which surf spots are ideal for their skill level
MOBILE FIRST
DESIGN PLAN
 Devices
Content
Functions For Persona Notes
Type
Mobile Tablet Desktop

Jonas, Jackie, More important to have on the mobile and tablet versions of
Splash screen text,image X X
Jaime the app

This is optional and not necessary to check the surf reports, but
by signing up and going through the onboarding process, users
text,image,
Jonas, Jackie, will gain a better understanding of how it all works and will
Onboarding interactive X X X
Jaime have the opportunity to set their preferences and information
activity
so that they can get better customized recommendations on
surf spots, travel tips, and more

Not required to view basic surf reports, but essential if users

Jonas, Jackie,
Login/Sign up text X X X want to have a more personalized experience and to save
Jaime
information for later reference

text, image, Jonas, Jackie,

Surf forecast X X X This is an essential function for all users.
icons Jaime

All users will benefit from this function...the novice and

Jonas, Jackie, intermediate users want a little more space to practice, and the
Information on crowds at surf spots text X X X
Jaime expert users get annoyed by beginners dropping in on them
and getting in the way. Crowd info is a benefit to all.

This is useful for all users as it is essential to know if you will be

Jonas, Jackie, able to park your car at a surf spot, and if there is anything they
Parking information at surf spots Text, image X X X
Jaime should prepare ahead of time, such as bringing quarters or
cash to pay for parking, etc. Users can submit comments.

Once a user’s location is pinpointed or user has specified a

Recommendations within specified Jonas, Jackie, location they want to search from, the app will let them specify
Text, image X X X
drive radius Jaime a drive radius that will take into account general traffic
conditions so they can find a surf spot close by
 Devices
Content
Functions For Persona Notes
Type
Mobile Tablet Desktop

Essential for all users who want to find a surf spot near them or
in a specific destination. Location services can be enabled but if
Jonas, Jackie,
Location services interactive X X X users prefer, they can also search by typing in a city, state,
Jaime
province, zip code, or even a country if they wish to search a
broader area

Most useful for Jonas ana Jackie since they want to do surf trips,
Recommended alternate/additional Jonas, Jackie,
Text, image X X X but can also be useful for Jaime if there is no good surf for him
activities in destinations Jaime
in a given day and he wants to do something fun anyway

Jonas and Jackie both expressed interest in going on a surf trip so this
will be valuable information. For Jaime, he’s not quite good enough at
Cultural information and travel tips at
Text, image X X X Jonas, Jackie surfing yet to be planning a surf trip, but perhaps in the future. When
surf spots/destinations reading about a surf spot, users can also access local insights that will
help them with logistics and travel planning.

The app will generate a user’s daily recommended surf spots

based on the criteria they specified (surfing style, skill level,
Text, image, Jonas, Jackie,
At a glance daily recommendations X X X current location, distance willing to drive, etc.) so they can
video (webcam) Jaime
quickly and easily see what the best spots are for them today,
saving time and energy sorting through all the results each day.

In content section, there will be an area for surfers to access

Text, image, Jonas, Jackie, surf workout tips, including video or GIF demonstrations, where
Surf workout tips X X X
video Jaime users can see demos of workouts they can do which will
improve their surfing and get them into better surfing shape

In content section, there will be an area for surfers to access

Text, image, surf tutorials, including video or GIF demonstrations, where
Surf tutorials X X X Jackie, Jaime
video users can see demos of surfing tips and tricks to help them
improve their surfing and get better.
 Devices
Content
Functions For Persona Notes
Type
Mobile Tablet Desktop

Especially useful for beginners but useful for all, simplified and
Text, image, Jonas, Jackie, clear icons and indicators will help users sort through the surf
Simplified reporting style X X X
icons Jaime reports so they can know what it is they are looking at and
understand the data better.

Especially useful for novice and intermediate surfers who may

Warning system when waves are
Text, icons X X X Jackie, Jaime not know when they are biting off more than they can chew
above user’s skill level
with a wave.

Page with all the information summarized on the surf report,

Text, image, Jonas, Jackie,
Surf report summary page X X X with links to open and expand more sections so users can get
icons Jaime
additional detail on the surf spot

Essential so that all users can find a surf spot once they have
Text, button, Jonas, Jackie,
Connectivity to Google Maps X X X decided to surf there. Directions can be immediately loaded, or
interactive Jaime
saved for later in surf plans

Text, image, Jonas, Jackie,

Surf plans X X X Users can save information here for their upcoming surf plans
icons Jaime

Jonas, Jackie,
Search Text X X X Essential functionality for all users to find surf spots
Jaime

Jonas, Jackie, Filters will allow people to run search parameters, such as by
Search filters Text X X X
Jaime boarding type, skill level, location radius, etc.

Users can set their favorite surf spots in their favorites so they
Jonas, Jackie,
Favoriting a location Text, interactive X X X can easily go to those spots later and see what is happening
Jaime
there without having to perform a search all over again.
 Devices
Content
Functions For Persona Notes
Type
Mobile Tablet Desktop

Users can set their favorite locations so when they run a search,
Jonas, Jackie, they can choose it as an option. This can be places like their
Favorite locations for search Text X X X
Jaime home, their office, or other locations they frequent where they
might want to search surf spots nearby.

Jonas, Jackie, Ranking system showing waves ranked from most to least
Ranking system Text, icons X X X
Jaime optimal for the user’s skill level/surfing desires

Search filters should include filter for averages at different

Jonas, Jackie, times of year to allow users to explore for future trip planning,
Yearly averages search function Text X X X
Jaime or even if they just want to know when the best times to surf in
their home area might be.

In addition to a favorites page, users can also save non-local

Travel list Text, images X X X Jonas, Jackie surf spots to a travel list to help them in preparation for surf
trips.

Text, image, Jonas, Jackie, Essential functionality for all users to start their exploration
Home screen X X X
icons Jaime from.

Jonas, Jackie, All surfers want to see for themselves what the waves look like
Webcam views Text, video X X X
Jaime at a specified surf spot

Jonas, Jackie,
Forgot password flow Text X X X Essential for any users who need to reset their password
Jaime

Essential for any users who want to add or edit their

Jonas, Jackie,
App settings Text X X X preferences to they can customize the kinds of
Jaime
recommendations and search results they get in the app