OuiSurf Digital Platform Redesign

Over the years, OuiSurf has become a true pioneer in the creation and distribution of multichannel travel content.

In addition to its popular TV series, the adventures of the brand are now lighting up the web and social networks. An initiative that makes sense to our target force is to admit that it has abandoned traditional dissemination channels.

2f046c93-5d7d-5542-8e94-b220b5f195d6
0b142867-5ca7-5ed3-9826-ba33e493c283
55abc93c-af69-5283-a9a4-fc6ee253f311

One digital platform to rule them all.

OuiSurf produces a broad range of original content. From long form content to regular blog posts and original web series, the brand has developed an expertise in surf travel content. With its website redesign, OuiSurf needed to easily diffuse its various content types on a single CMS.

Blog

Weekly surf fix, world discovery and environmental news, OuiSurf’s blog offers it all. It has been a great gateway to organic traffic and online brand discovery.

Longforms

In-depth content, modular data entry (page builder) for a rich and interactive user experience, the long form section of OuiSurf is the perfect playground for the company’s editorial team.

Travel Guides

Users asked for it, so we listened. Quick tips and sure bets. OuiSurf’s travel guides are a great resource for everyone. Make your next trip something to talk about!

Original Series

With more than 13 original web series and 100+ online episodes, OuiSurf’s video content is what the brand is most famous for. The online streaming sections allow users to navigate in a fully custom environment.

41f6b8fc-f4f4-5483-8369-aae7e1e9f7b7
dcb5680b-73d6-5a01-84d5-fc8db3cfc9b7

Approach

Design, UX and UI

To ensure a good user experience throughout OuiSurf’s variety of content, MILL3 needed to provide a site with a simple architecture. We opted for a minimalist UI design and style dichotomy for its news content versus the long form content. The series section also has a totally different graphic look and feel that brings visitors into a visual environment based on traditional online streaming services.

CMS [Wordpress]

By creating a simple row and column system, we provided OuiSurf with a creative tool to make unique long form layouts.

MILL3 mockups for OuiSurf longform section displaying surf air tricks in Reef Canada movie Common Ground
16d1d119-fc16-5d0d-b769-0133f5e82dc7
Tofino british columbia exploration surf trip canada with reef and OuiSurf
17dbc791-18da-53cb-99d3-bee8f45c3ecd
OUISURF MOCKUP FOOTER desktop

To sum up

With this complete overhaul, we gave a unique user experience to OuiSurf visitors, decreased load time significantly, uplifted mobile navigation and globally optimized OuiSurf's web presence.

Average time on site increased by 25%


Pages per session jumped by 59 %


Non branded organic trafic augmented by 35 %