Aqua Sana

Revitalising Aqua Sana

Center Parcs partnered with Atomic to redevelop the digital experience for their luxury spa brand, Aqua Sana. The objective was twofold: modernise the visual identity of the website to reflect the premium nature of the brand and improve the overall user experience to drive more bookings. Through in-depth customer research, refined user journeys, and a sleek new interface, Atomic delivered a reimagined platform that not only elevated Aqua Sana’s online presence but also improved conversion performance.
Two people relax in an indoor pool, facing large windows that reveal a lush green forest. Text on the image reads, “Your perfect Spa escape in the forest.” The scene conveys tranquility and nature.
Mobile website for Aqua Sana spa. Two people sit in an indoor pool facing large windows with a view of lush green forest. Text reads, Your perfect Spa escape in the forest. Menu and booking button visible.
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The Atomic team are brilliantly collaborative and always champion UX best practice, putting the customer at the heart of all design decisions. It’s always a pleasure to work with them.

User Experience Manager

Center Parcs

The challenge

Modernise and convert

Aqua Sana’s existing website no longer reflected the luxury and tranquillity of its in-person spa experience.

Center Parcs tasked Atomic with creating a refreshed online identity that felt premium and intuitive. Alongside the visual uplift, a key challenge was to refine the booking journey to reduce friction and make it easier for users to explore spa packages and convert seamlessly.

A modern, glass-walled building with an outdoor circular pool is surrounded by lush green trees and forested hills under a clear sky at sunset.
A modern wooden building partially hidden by trees is reflected in a calm pond, surrounded by dense forest and under a blue sky with scattered clouds.
A cozy, warmly lit wooden spa room with seating, cushions, firewood, and fur decor. The text reads Luxury Spa Breaks and describes a welcoming, attentive experience.
A woman in a blue swimsuit smiles while applying body scrub to her shoulder. Text on the image reads, Explore Spa Experiences Rooms. The background is softly lit in shades of blue.

The solution

Grounded in research, designed for results

Atomic began with a comprehensive research phase, gathering insights from Aqua Sana customers to understand motivations, behaviours, and frustrations.

Using this data, the team remapped critical user journeys, simplifying the booking process and improving accessibility to key information. Design decisions were guided by user needs, ensuring every step, from discovery to checkout, felt fluid, relaxing, and on-brand.

The website structure was also redefined to support SEO and drive organic visibility.

Three mobile screens show a spas website. The screens display images of a woman relaxing, spa day details, poolside relaxation, and a breakfast spread with tea. Buttons offer options to book or check availability.
A hand holds a smartphone displaying a website about spa days, featuring images of a relaxing lounge chair by a window and a healthy meal, with text describing spa experiences and a Mediterranean café bar.
A woman with wet hair smiles while relaxing in a swimming pool, resting her arm on the pool edge. Another person is in the foreground, slightly out of focus. The background is green and sunlit.
Two screenshots of a spa booking website: the left shows a basket summary with spa day details and prices; the right displays a booking confirmation thanking Kim for booking a spa visit.

The outcome

A refined experience with measurable impact

The relaunched Aqua Sana website features a modern, elegant design that aligns with the spa’s luxury proposition.

The stylish new site, featuring a slick user interface, enabled a smooth user journey and increased conversion rates across all key spa packages. A key aspect of the brief was to adhere to existing brand guidelines; Atomic evolved the brand for better online suitability without compromising its distinctive identity.

Research highlighted the need to enhance UX on mobile platforms, so we took a mobile-first approach to ensure seamless experiences across all devices. Drawing on extensive experience, we applied e-commerce best practices to optimise the booking journey and further boost conversions.

Additionally, the restructured page templates improved SEO performance, supporting long-term engagement and growth.

A woman in a white robe relaxes on a large, woven outdoor lounge chair with white cushions, set on a patio with a wooden railing and trees in the background.
A beauty treatment menu lists four services with images: a facial, a back massage, a manicure, and a deep tissue massage. Each treatment displays starting prices from £75 or £82 and features soothing, spa-like imagery.
A woman lies face down on a massage table, smiling with her eyes closed, while a person places smooth hot stones on her upper back during a relaxing spa treatment.

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