In Latin America, purchasing a swimming pool represents more than a functional investment; it embodies aspiration and long-term lifestyle planning. This research project integrated internal workshops, focus groups with customers, in-depth interviews with distribution channels, and NPS surveys to map the complete customer journey.

The analysis identified friction points, emotional motivations, and key decision triggers throughout the buying process. Augmented reality tools were incorporated to reduce uncertainty and improve visualization during pre-purchase stages.

The result was an evidence-based strategy that doubled conversion rates and transformed an abstract aspiration into a tangible, measurable purchase experience.