Potential Diver · Start DivingPotential Diver · Start DivingEach sub-segment shows two lanes. The top lane is the live Release 1 (Nov '26) flow — connected left-to-right to a booked course. The bottom lane parks the later touchpoints beneath the stage they'll plug into. Every stage bullet is backed by Border UX research. The GA4 data is available at an aggregated level, not optimal to be modelled around the sub-segments considered.
An explorer who doesn't yet know scuba is within reach — including experience-seekers chasing a specific moment ("dive the Maldives", "see a manta ray", "see a shipwreck"). Discovers diving through lifestyle, travel, and experience content rather than searching for it. Needs inspiration, not reassurance.
User Goal: start the Open Water Diver eLearning — first step toward certificationCurious but hesitant — worried about safety and unclear on cost. Researches before committing. The job is to remove doubt with more information on product, real diver stories, and a confident low-commitment first step.
User Goal: start the Open Water Diver eLearning — first step toward certificationA potential diver in markets (e.g. parts of Asia) where safety — not cost or access — is the primary barrier, reached through conversational, in-language channels. A real-time, localised response at the moment of anxiety unlocks the first step.
User Goal: start a low-commitment Open Water Diver eLearning, in-languageA parent planning a first dive experience for themselves and a child. High-value, with age-eligibility questions and an on-the-spot, linked-booking dynamic. Research found this journey is currently broken at both the discovery and data-model level — so much of the family-specific path is parked.
User Goal: book linked parent + child experience (Bubblemaker · Seal Team · Junior Open Water)The companion to the anonymous flow. Here the diver already has a MyPADI account, so we segment by where they stalled after signing in, not by how they arrived. Same two lanes: the top lane is the live Release 1 (Nov '26) flow; the bottom lane parks the later touchpoints. Because MyPADI is a Secondary (saved/wishlist) surface for Potential Divers in R1, the live lane is deliberately lean — the personalisation and win-back that make a logged-in view powerful are CDP-dependent and sit in the parked lane.
Has purchased and is working through eLearning (e.g. Open Water eLearning) but isn't certified yet — one of PADI's seven canonical authenticated types, and the highest-commitment, highest-intent pre-cert state of all. They've already paid in. The job is to carry momentum from eLearning into the in-water training that completes certification, before drop-off sets in.
User Goal: convert active Open Water Diver eLearning → booked in-water Open Water Diver Adventure (complete the Open Water Diver certification)Created a MyPADI account — saved a destination, started a booking — but never completed it. The warmest pool PADI owns: a known, opted-in intent sitting idle. The job is to turn that latent intent into a first booking.
User Goal: convert saved/latent intent → first booked Open Water Diver eLearningHas a logged Discover Scuba Diving experience in MyPADI and is deciding whether to commit to certification. The highest-intent Potential Diver of all — they've been underwater and liked it. (A DSD isn't a certification, so they're still pre-cert — the bridge between Potential and New Diver.) The job is to ladder the try-out into an Open Water booking while motivation is high.
User Goal: ladder DSD → Open Water Diver