Seamless Ski & Snowboard online experience
―
Ski Dubai is a world class indoor ski and snowboard park. Designing with Design Lab’s international designers in UI, Visual, Motion & UX we’ve been tasked to re-think the entire online experience.
The challenge to design for different skill levels
The park offers various activities from watching penguins to Ski and Snowboarding. The technical activities required customers to be at a certain level and specific activities required age requirements and legal waiver forms to be signed by guardians. This resulted in a complicated ticketing system and purchase journey where customers can end with the incorrect ticket for what they need or are able to do.
Besides the complex online purchasing experience existing customers couldn't manage their Ski School progress or book their gear and outfits online.
Core journeys
Improve exploration & suitability for core audiences (all pages)
Seamless online purchasing journey (ticket selection, add ons, guest users, payments + post purchase journey - booking confirmation, waiver, gear & equipment rental)
Unified account management (landing, user profile, payments, transactions, loyalty program, gear & equipment customisation, Ski School - snow & Ski passport progress assessments.
Explore
Once I’ve collected all the requirements and deep understanding of the business vision and goals I’ve analysed the research and implemented the new IA based on tree-jacking and card sorting working closely with the Experience and Strategy Manager.
I presented the new Home page and entire website layout to the stakeholders to cater for our three main personas - Family, Explorer & Habitual Skier.
Once the users understand what we offer and which tickets they are legible for we were able to decrease the decision fatigue.
2. Purchase
Driving revenue is essential to any business and improving on ground experiences while improving the online experience was at the core of this improvements.
As customers struggled to understand how to purchase tickets customers purchased tickets on ground to ask questions and be helped in person.
This was the biggest challenge in the entire re-design. Collaborating closely with content strategy we’ve created a “Smart Selection” ticket system accompanied by clear and actionable content.
This included payments, login/signup, legal waiver, gear & equipment pre-booking.
3. Manage
The final step was to close the loop full cycle. Once users purchased tickets and registered an account they have the ability to see their profile and users, ability to set gear sizes and required equipment, payments, transactions, loyalty program, Ski School - assessments and progress.
Final thoughts
This highly intense redesign of the entire web + mobile version within 6 months was underestimated however we collaborated frequently with the business, PM’s and designers working together to completion.