Crema Kicks Off UX Audit With Big Blue Swim School

Crema Kicks Off UX Audit With Big Blue Swim School

Julie Branson
minute read

Crema –  a design & technology consultancy based in Kansas City, MO – is Big Blue Swim School's chosen technology partner to conduct a comprehensive audit of their digital experiences with the aim of enhancing their ability to cater to their target demographics and drive increased conversion rates during a period of substantial growth.

Big Blue Swim School is one of the nation’s fastest-growing swim school franchises, offering best-in-class swim lessons for kids ages three months to 12 years. The franchise was founded in 2009 by competitive swimmer Chris DeJong, and with support from Level 5 Capital Partners, now has 29 pools open across 14 states. Setting itself apart from conventional lesson providers, the school leverages its extensive experience in competitive swimming and teaching to distill a proven teaching curriculum that consistently yields results.

With a best-in-class consumer offering, strong brand leadership and support, proprietary technology and a strategic growth plan to reach 380 franchise locations by the end of 2024, Big Blue Swim School is primed to be the leader in the category.

As Big Blue Swim School is preparing to scale, leadership is striving to infuse more authenticity, meaning, and innovation into its brand through its key customer touch points: specifically, their customer portal and mobile application. They’ve called on the expertise of Crema to help them evaluate the UX of their products to create a more streamlined process for swim class management.

Engagement activities include:

  • An intensive workshop to lay the groundwork for the engagement
  • Creating alignment on clarity & vision needed to scale
  • UI & accessibility assessments
  • Customer interviews and research
  • Technical consultation of considerations, limitations, and priorities
  • Delivering a detailed success report with prioritized updates

In-person Product Lab with Big Blue Swim School

Crema and Big Blue Swim School kicked off the work mid-September 2023 with an in-person workshop in Chicago. Early wins have already been reported by the team:

“In just one week we’ve processed insights from over 1,500 parents, with several hundred of them indicating interest in further engagement. We anticipate a highly meaningful project with such invested customers. There’s so much we’ve already gleaned by tapping directly into the perspective of the user.” - Brooke Purvis, Product Manager

"With the tremendous feedback Crema was able to collect from Big Blue families, I see this partnership making a positive impact on our already innovative technology and brand. We want to make the swim lesson experience extremely friendly, easy and fun for our customers, and Crema will help us to do that with their in-house expertise in user experience methodologies. It’s incredibly validating to see that we’re on the right path, however we also know that we can always continue to do better. Partnerships like this will help us achieve that goal." – Casey Morford, Chief Technology Officer, Big Blue Swim School

Last updated
Nov 1, 2023

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