MySpa - Conversion Focused Website | Strafe Creative

MySpa – Conversion Focused Website - Web Design & Development Project

Making a splash with the UK's no. 1 all-in-one hot tub & swim spa specialists


Increase in interactions


Increase in conversions

Scroll Down

Established in 2009 by a father and son, MySpa is an independent business specialising in top quality products and market-leading aftercare. Strafe was tasked with redeveloping their existing web presence to effectively showcase the range of products and services they offer.


Under the hood of the client’s market

After a detailed, exhaustive exploration phase and regular meetings with key decision-makers, it was highlighted that the existing site lacked a clear user direction, causing confusing navigation loops.

Headed up by the UX team, a lot of groundwork was put in to ensure the new site’s navigation and flow was natural and intuitive to use, promoting customer wet-tests and special offers.


Evolving a modern business based on customer experience.

Simplifying a complex content architecture

Due to the multiple levels of content which had to be organised, it called for an intensive prototyping phase to test the information architecture.

Following further user testing and client sign-off, the feature-rich UI was designed from multi-tier navigations, animations and form elements.

The result was clear, deliberate user flow which allows customers to get to the products of interest, quicker and with less frustration.


Creating a new visual language

Lifestyle photography

The greatest asset of MySpa’s business is their “try-before-you-buy” wet testing facility at their Leicestershire showroom and we wanted to sell this as a unique, high-end experience for the client. With the help of Scene Photography, we captured a range of users enjoying the aspiration of hot tub and swim spa ownership.

Brand colour refresh

Taking MySpa’s current brand colour palette, we adapted and updated this to reflect its new web presence.

Interactable elements

Quick product filtering and sorting were essential to the user journey, giving the user the power to find their ideal product. This gave the website a key advantage over competitors who rely on traditional print media and brochures.

Custom UI components

The site’s feature-rich UI was a significant time investment for the project, yet was worth more than the additional effort once it was realised in the browser.

Fully responsive design elements

Each of the site’s elements were built modularly and mobile first to ensure that it adapted to the native screen size of the device it is viewed on, giving the user the best possible experience.