The Professional Association of Diving Instructors (PADI) is the world’s leading scuba training organization. In 50 years, PADI has certified more than 137,000 scuba instructors who, in turn, have trained more than 27 million divers worldwide. Designit helped a cross-functional team explore how PADI might create an online ecosystem to encourage lifelong connection between PADI and its divers, radically altering their approach to the customer engagement cycle.



To help PADI shift its approach and become more customer-centric, Designit led a group of marketing, management, data-science and software-development practitioners through a series of hands-on exercises in methods like journey mapping and service blueprinting.


Attendees were introduced to personas, and used these models to create current-state user journey maps and explore solutions. This helped the team understand pitfalls in the current PADI graduate service experience and find opportunities to improve upon it.



With the human-centered tools and methods they learned, PADI has been able to identify new business opportunities to meet their customers’ needs. One member of the PADI team commented that its work with Designit was “an amazing way to rethink your customer journey and develop strategies to improve your blueprint and future service models.”

What you’ve read here? Tip of the iceberg. Are you ready to be part of the excitement?