DIY SePRO

Pond Problems, Solved

DIY SePRO, the direct to consumer arm of a leading aquatic solutions company, came to us ready for more than a visual update. Their existing nopCommerce site was hard to navigate, content heavy, and not built to support how customers actually research and solve pond issues.

We migrated the site to Shopify 2.0 and rethought the experience from the ground up. The focus was on making information easier to understand and act on, with a more guided approach to product discovery. This included education led design, diagnostic tools, interactive calculators, and a simpler path to purchase.

The result is a site that feels far more approachable, helping homeowners understand what they need and move forward with confidence.

Main Stack

The Brand

DIY SePRO is the direct to consumer arm of SePRO Corporation, a U.S. based leader in aquatic management. The brand focuses on providing tools and treatments for pond and lake care, built for everyday use.

Most customers are not experts. They are homeowners, property managers, or landowners looking to maintain healthy water without a deep technical background. The goal is to make pond care more approachable, without losing the credibility behind the products.

The Challenge

DIY SePRO had strong product expertise, but the site was making it harder for customers to use it. Most visitors were not experts, and the experience did not do enough to guide them through what can be a pretty technical category.

1. Hard to navigate the buying journey

   Customers often struggled to diagnose their issue and find the right product without outside help.

2. Low confidence at the product level

   Product pages were heavy on technical language, with little visual support or clear guidance.

3. An outdated interface

   The design lacked clarity and did not hold up to modern ecommerce expectations, especially on mobile.
4. No supporting tools
   
   Customers had to figure out things like product quantity and coverage on their own.
5. Missed opportunity for content and SEO
   
   There was valuable educational content, but it was buried and not connected to the shopping experience.

Main Work And Key Functions

Pond Calculator with Google Maps Integration

Challenge

Customers often had a hard time figuring out the size of their pond and how much product they actually needed.

Solution

We built a custom pond calculator using Google Maps, allowing users to map out their pond and enter basic details like depth to get more accurate estimates.

Benefit

It takes the guesswork out of the process, helping customers feel more confident in what they are buying.

Results

Fewer support questions and a smoother path to purchase.

Three-Tier Diagnosis Flow

Challenge

Most customers did not know exactly what type of pond weeds or algae they were dealing with, making it difficult to choose the right treatment.

Solution

We created a simple, step by step diagnostic flow that helps users identify common pond issues. Starting with plant type, then visual matching, and ending with a recommended treatment, the experience guides customers from problem to solution.

Benefit

It removes uncertainty and helps customers feel more confident choosing the right pond care products.

Results

More customers are able to identify their issue and move directly to the right product without needing outside support.

Modular PDP Content System

Challenge

Product pages were dense and difficult to navigate, especially for customers trying to understand how to use pond treatment products or choose the right solution.

Solution

We introduced a modular content system on PDPs, using expandable sections like Overview, Explore, How to Use, FAQ, and Reviews. Each module adapts based on the product, making it easier to present the right information without overwhelming the page.

Benefit

Customers can quickly find what they need, whether they are learning about pond care, comparing products, or looking for application guidance. The experience feels more structured and easier to move through, especially on mobile.

Results

Product pages are easier to scan and understand, helping customers make decisions faster and with more confidence.

Getting to the Bottom of It

We approached the design with one goal in mind: make complex pond care easier to understand and act on. Instead of overwhelming users with technical content, we focused on guiding them through the process, from diagnosing a problem to choosing the right treatment.

Key improvements like the diagnosis flow, pond calculator, and modular product content all work together to support that journey. Each part of the site is designed to answer a specific question, helping users move forward without second guessing.

Mobile usability was a major focus. Layouts were simplified, content was easier to scan, and key actions stay accessible throughout the experience. Performance improvements also played a role, with faster load times and a smoother overall flow.

The Conclusion

This was more than a redesign. DIY SePRO moved from a hard to navigate, content heavy nopCommerce site to a Shopify 2.0 experience built around clarity and usability.

By introducing guided tools like the diagnosis flow and pond calculator, along with more structured product pages, the site now helps customers understand their problem and take action without feeling overwhelmed.

The result is a more approachable, practical experience that supports both education and commerce, making it easier for customers to find the right solution and move forward with confidence.