Website Design

Designing an ecommerce site for a new product

What is this thing?

A self-powered salt water chlorinator

Dive Pool Systems built a brilliant new product that powers itself and converts your pool from chlorine to saltwater. We were tasked with designing and building an ecommerce website in 3 weeks so they could get some initial sales before summer ended.

We have questions

What are the main reasons someone would want to buy this?

Easy to install without an electrician

Test the chemical levels automatically

Adjust chlorine levels through the app

It completely powers itself and uses 0 electricity

Who are the target customers?

Already generally aware of the benefits of saltwater - don't need to focus too much on that
Likely price shopping different saltwater chlorinators - price tag may scare them away
Most likely DIYers looking to convert their pools on their own

Content strategy

This product is unique, highlight that in the nav

No other products can be controlled by an app or installed without an electrician so we wanted to spark interest by linking to these in the primary nav.

Crunch time

Wireframing the site as a group

We all set up shop in our conference room and worked out wireframes together. This allowed us to make sure we were prioritizing the right content and gave our developer a head start.

For the page skimmers

Catchy headlines and subheaders

Let's be real, people don't read body copy. I'm surprised you're reading this! We wanted to get our messaging across for people in a hurry.

Do-it-yourself

No need for an expensive electrician

There's an app for that

Monitor and adjust your levels from anywhere

Seriously easy

Install it yourself the day it arrives

Step 1: Cut the pipe

Any hacksaw will work

Creative direction

Lean into what makes this product different

Competitor website and marketing materials ALL showed pictures of pools and people floating on rafts sipping piña coladas. We wanted to focus on the product itself and get rid of the fluff.