↑ 35% YoY
2019-2025Caribbean Pools & Spas
CaribbeanPools.com Redesign & Digital Platform Evolution
I led Caribbean Pools' digital evolution—building its first e-commerce platform, ShopCaribbeanPools.com, and later redesigning CaribbeanPools.com in 2025 to unify both into a cohesive customer experience. The overhaul modernized UX, clarified the service journey, and turned the company's websites into active revenue engines instead of static brochures.
Web DesignUX/UIE-CommerceDigital StrategyProcess VisualizationBrand Storytelling
↑ 70%
2x in 6mo
Context
The legacy CaribbeanPools.com was showing its age. Navigation was confusing, the design wasn't responsive, and content updates required developer intervention. The tone didn't reflect the premium feel of our in-store experience, and the ShopCaribbeanPools site existed as a separate ecosystem—two brands that didn't talk to each other. We needed to unify everything under one visual and functional system: a single digital identity that could educate, inspire, and transact.
- Navigation was confusing and not user-friendly
- Design wasn't responsive for mobile devices
- Content updates required developer intervention
- Two separate sites (CaribbeanPools.com and ShopCaribbeanPools.com) with disconnected branding
- Tone didn't reflect premium in-store experience
Approach
I approached the project as both designer and systems integrator. The new site functioned like a living brand hub—marketing, retail, and service all under one consistent design system.
Tools & Platforms
WordPressWooCommerceAdobe XDIllustratorPhotoshopFormstackGoogle Analytics
Gallery
Selected visuals and motion captures from the engagement. Tap any thumbnail to explore full-scale.
Impact
+35% YoY
Online sales grew 35% year-over-year following the integration
+70%
Average time on site increased by 70%
<30%
Bounce rate dropped below 30%
2x
Quote and service requests doubled within six months
Achieved
Marketing staff can now launch seasonal campaigns without outside support
Unified
The entire digital footprint now mirrors in-store experience and printed materials for a consistent customer journey
Process
01
Platform Refresh
Migrated both sites to a modern WordPress framework with modular block components, allowing quick page builds and future scalability
02
Unified UX System
Merged e-commerce functionality from ShopCaribbeanPools into the main site with consistent navigation, typography, and color palette
03
Process-Based Storytelling
Reorganized content around Design → Build → Maintain, visually mapping the full customer journey
04
E-Commerce Optimization
Rebuilt product cards and checkout flow for mobile use, simplifying forms and improving load time by ~45%
05
Visual Integration
Pulled imagery from my drone and print studio projects—giving customers a seamless experience from ad to purchase
06
Team Enablement
Created pre-styled content blocks and trained staff to manage updates in-house, removing the dependency on external developers