Problem: How might we improve the customer experience of getting people onto the ski hill faster?
Partial Solution: Get people their passes as easy and quick as possible so they don’t have to wait in line at the hill to buy one in person. Faster checkout for the customer, easier access to the slopes. Better data for the company.
Note: This project connects with a large CX transformation initiative and is not a simple one one piece solution. There is a deep dive in another section of my portfolio. This is merely one place to view one part of the solution. It looks better live, so check out ikon pass and view it for yourself.
IKON PASSES SELL OUT QUICKLY, SO YOU MIGHT GET STUCK GOING TO YOUR LOCAL HILL - TAHOE IT IS!
The IKON Pass page provides a good overview of the types of passes available, and if they are sold out, they provide an alternative, and details on what you get with that alternative as you can see here. So, Tahoe it is this year. Let’s get the passes before they sell out.
You’ve added your pass to your cart, clicked on the cart icon, and now its time to assign a pass (you can buy one for a friend, or family member, all in one transaction) Easy Peasy.
Since it’s just me, I’ll assign the pass to myself.
Let’s just have a look at what you need to assign a pass to someone else.
Pretty simple stuff. Select the assign to other and this pops up where you fill in some basic information - our research concluded it was mostly families buying these passes, ideally you know this information or ski season might be off this year.
Liability is a big issue with sports like skiing or snowboarding, so you just have to sign a waiver, and once you have the release button is checked and you’re off to the payment section. half way there.
There’s a little bit of motion so you know it’s loading everything up.
Before the project started the login process was totally broken, fake emails, bad data, junk data, basically a waste of time. Sure some people want to go fast but they are likely at the hill and just want to ski and with line ups backing up (we went and saw for ourselves) ticket agents are pressured to get things going and allow fake names, no phone numbers, and no address, or any demographic information. Somehow I doubt John Denver and the Beatles actually went skiing together recently.
As I’m putting this together, I am not actually going to spend $2100 on a Ski Pass that is nowhere near me, so from here you input your payment info, and since I was logged in it had a billing and shipping address ready for me. Had I moved it’s pretty clear you can change that shipping address. Then. you pay and your passes are shipped out to you, your family, your friends, or whomever you bought a pass for. While it isn’t mandatory to login and sign up, it is designed to make you feel easier and more comfortable by creating an account. As you can see, it does track everything you have, which is useful if you lose your pass.
Since IKON pass covers multiple hills, you can add your favourites to your profile. I did not buy the pass, but had I done so there are sections for all of the information in the user profile page. In 4 steps you can buy a whole bunch of passes for you, friends, family, get them mailed directly to you, and get ready for the season.
Simple.
Easy.
Fast.
I relocated to Denver to consult on this project which was a company wide CX, digital, and business transformation. The home page changes yearly, and is full of animations, motion, and the site has many features on it worth checking out. A simple portfolio wouldn’t do it justice. I personally did not do the home page this year, but the check out flow was an iterative process that has continuously improved over the years, and the data is becoming more informative and helping marketing explore new segments, who is being missed, who has the buy in and where to save money on ad spends. Overall, I can’t take credit for all of this, there was a great team working with me, and this was just one of the solutions for the CX issues. We can’t control highway traffic, but we can make it easier for you to get passes and rental equipment ready for when you arrive. Special thanks to the Embassy, KC, The phrase I will never forget from the principal product manager, and Denver.