URBNSURF has launched a redesigned online booking experience, built to simplify how customers buy and book surf sessions across its Australian parks.
The new platform was developed with PALO IT, after StudioSpace connected URBNSURF with the specialist technology partner. It was designed for surf parks, where session types, skill levels and pricing can be more complex than standard booking systems allow.
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Since launch, URBNSURF said conversion has increased from 6.1 per cent to 6.7 per cent. The business also reported a 13 per cent reduction in cart abandonment and a 31 per cent decrease in checkout time.
By May 2026, end of financial year sales conversion exceeded 10 per cent. Repeat booking rates also lifted from 13 per cent to 19 per cent.
In its first month, the booking experience generated more than 10,000 online accounts and contributed to a 7 per cent year-on-year increase in cash sales.
Solving a customer experience problem
Gabrielle Wakeman, Head of Customer Strategy at URBNSURF, said the project was designed to address a business and customer challenge.
“This was about solving a real business problem that was impacting both our customers and our operations. As our offering has grown, the booking experience has become more complex, and our previous system wasn’t keeping pace with that.
“We needed a platform that could handle that complexity while still feeling simple and intuitive for customers. The result is a booking experience that better reflects the quality of what we offer, while also delivering clear improvements in performance.”
Customer feedback at launch was also positive, with URBNSURF reporting that 74 per cent of users completed their booking easily and 92 per cent successfully completed bookings.
URBNSURF
StudioSpace links URBNSURF with specialist partner
StudioSpace operates an agency marketplace and procurement platform, with 500 vetted specialist agencies globally.
Robin Scarborough from StudioSpace said fast-growing businesses often face friction when sourcing and onboarding specialist suppliers.
“StudioSpace removes that friction. It gives brands access to a broad network of specialist agencies, while simplifying how they engage them. For URBNSURF, that meant being able to move quickly and focus on solving the problem, rather than navigating the process.”
PALO IT applies AI-first methodology
Tanguy Fournier Le Ray from PALO IT said the project was a complex build, supported by the consultancy’s Gen-e2 “AI-First” methodology.
“This was a complex build, but we leveraged on our Gen-e2 ‘AI-First’ methodology to generate 95 per cent of the requirements, code, documentation and product with AI.
“By deploying our battle tested libraries of rules and prompts, this enabled URBNSURF to launch a high-quality new booking experience in record times.
“The approach allowed us to move quickly while building a platform that is scalable and flexible, giving URBNSURF a strong foundation for future growth.”
The new booking experience is now live, giving URBNSURF a more flexible foundation for future digital and operational development.
URBNSURF operates surf parks in Melbourne and Sydney, offering surf sessions, coaching, events and membership programs.