/Case Study
The Hot Tub Man
Expanding a retail website through new product categories, custom tools, and ongoing UX improvements.
Role: Website Development, UX/UI Design & CMS Architecture
Tools: Wix • Velo • JavaScript • SEO
Overview
The Hot Tub Man is an award-winning hot tub, pool, and sauna retailer based in Alberta, Canada, recognized as Red Deer's Small Business of the Year (2024) and a two-time Consumer Choice Award winner, with over 350 five-star Google reviews.
As part of the team, I work on the ongoing development of the company's website, designing new product category landing pages, building the CMS architecture behind them, and creating interactive tools that help customers navigate a large and growing product catalogue.
This isn't a single build. It's an evolving website that's expanded alongside the business as new product lines have been introduced.
Industry
Hot Tub, Pool & Sauna Retail
Platform
Wix (Velo)
Scope
Ongoing website development - landing pages, CMS architecture, interactive tools, product content, and SEO
Goal
Help customers navigate a large product range and choose confidently, while keeping the site easy to expand as new categories launch
Visual Highlights
Selected screens showing how users move from discovery to product selection through structured flows and systems.
Above Ground Pools Landing Page
Designed to introduce a new product category through a clear, structured experience that guides visitors into the product catalogue.
Interactive Pool Finder
A custom recommendation tool that helps customers narrow a large range of products down to suitable options.
Dynamic List and Item Pages
CMS-driven list and product pages displaying categories, item specifications, features, and supporting information in a consistent format.
Sauna Landing Page
A dedicated entry point for the sauna range, built to match the site's existing visual style.
Mobile Experience
Designed to provide a smooth experience across mobile devices, from browsing product categories to viewing personalised recommendations.
Project Goals
The project focused on improving product discovery while building systems that support long-term growth.
- Design landing pages for new product categories.
- Build scalable CMS systems for dynamic product pages.
- Improve product content for clarity and SEO.
- Develop interactive tools that simplify product selection.
- Support the ongoing growth of the website.
Solution
A consistent, scalable system that helps customers navigate a growing product catalogue with confidence.
Rather than redesigning the existing website, I expanded its existing visual style into new product categories and built a structure that could grow with the business.
Key improvements:
- Designed new category landing pages and built CMS architecture for future product growth.
- Created dynamic listing and product pages to simplify browsing and management.
- Developed an interactive Pool Finder to help customers choose suitable products, with a Hot Tub Finder planned using the same approach.
- Reworked product and category content to improve readability, SEO, and customer understanding.
Features
Interactive Product Finder
Built a guided product finder that asks users questions and recommends suitable product options.
CMS Architecture
Built structured CMS collections that allow products to scale easily without rebuilding page templates or layouts.
Product Discovery Flow
Landing pages direct users to a product finder, leading to recommended product pages.
Content & SEO
Refined product content to increase clarity, structure information better, and support SEO.
Process
Growing with the business
Adding new features, product systems, and content as the business continues to expand.
01
Discovery & Planning
Reviewed the existing website structure and customer journey to plan new product categories that fit seamlessly into the existing website.
02
Design & Build
Designed new landing pages, built the supporting CMS architecture, and developed custom tools to help customers find the right products.
03
Ongoing Development
Continue expanding the website with new product categories, content improvements, blog articles, and interactive customer tools.
Tools & Technology
Wix • Wix CMS • Velo • JavaScript • SEO
Included CMS architecture, responsive layouts, dynamic page templates, content structuring, product organization, and ongoing website improvements.
Testimonial
"Aaron has become an important part of our team, supporting both our day-to-day operations and the ongoing development of our website. He has designed new landing pages, built scalable CMS systems, developed custom product finder tools, and continues to improve both the customer experience and the way we manage our growing product catalogue.
Aaron is proactive, reliable, and always focused on finding practical solutions. His work has become an important part of how we continue developing our online presence."
Tanner Drost
The Hot Tub Man
Lets Work Together
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contact@aaronwingate.com