The challenge
AquaMobile had product-market fit and scale, but a platform that wasn't keeping pace with the complexity of the business. The existing interface struggled to communicate clearly between parents, instructors, and administrators, and the user experience wasn't reflecting the trust and professionalism the service demanded.
The CEO needed the entire platform flow rethought and rebuilt, validated with real users before development, and aligned to the company's growth strategy.
What we did
Brand New Edge took on the complete redesign and front-end development of AquaMobile, applying Design Thinking from the ground up: understanding how each type of user interacts with the system, what they need to accomplish, and where friction was costing the platform conversions and retention.
The process went from strategy to prototype to validated front-end, with the navigable prototype approved by the CEO and investors before a single line of production code was written.
The platform was structured around five distinct areas, each designed and developed with its own UX logic:
Customer Flow was the open, public-facing booking experience. Parents could specify the type of service (private swimming lessons or lifeguard hire), choose duration, location and schedule, browse instructor profiles with bios, certifications and ratings, and complete booking and payment. The flow went through eleven design iterations before reaching production.
Customer Admin was the logged-in area for parents: manage student profiles, track bookings, communicate with instructors, monitor credit balances with real-time alerts, access a referral program, and participate in platform feedback polls.
Instructor Admin gave certified instructors and lifeguards full control over their professional presence: manage schedule availability, view bookings in calendar and list views, sync with Google Calendar, track earnings, interact with clients, and build reputation through visible badges and reviews. Version 8.0 was shipped to production.
Master Admin gave AquaMobile's internal team the operational control room: search and manage customers and instructors, process bookings, handle payroll, manage coupons, staff access and program tiers: every record accessible, filterable and actionable from a single interface.
Landing Page was the acquisition surface, converting visitors by location: available instructors in the area, lesson program details, testimonials and a lead capture form structured to communicate professionalism and proximity.
How we worked
The engagement was managed through weekly alignment meetings using Zoom, Skype, Slack and Jira. A detailed CSS fixes tracking process documented every front-end issue against the approved design, assigned responsibility between front-end and back-end teams, and tracked resolution status across all five modules.
The system was built with React, Python, Node.js, Bootstrap and Docker, with a component-based front-end architecture designed for reuse and scalability.