Creating an epic ski holiday experience – from booking to the slopes.


Customer Experience and Digital Transformation

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NZSki own and operate Mt Hutt in Canterbury and the Remarkables and Coronet Peak ski fields in Queenstown – arguably the best ski mountains in the South island. 

To better cater to the needs of existing audiences, drive international visitor numbers, facilitate pre-season sales, enable cross sell and grow total revenue – NZSki set about a redesign of their experience from the ground up. 



> Create IP – Design re-shaped flows and Integration with InTouch ticketing and reservation software

> User led – Empathy presented validated prototype of user needs and simple UX for all transactions

> Integrated experience – Customer testing directed streamlined experience across digital touch-points

> Product presentation – Achieved rationalisation and simplification

> Differentiation – Overall customer experience is simpler and faster to use setting new sector benchmark.



> In tight timeframe, working collaboratively with client, critical experience principles and design framework created

> Worked in sprint based manner, delivering prototypes of Information Architecture, UX, Design and e-commerce store user journeys

> More compelling and user friendly experience where every interaction is better designed around user needs and goals

> Overall customer experience is simpler and faster to use

> The 2015 season saw doubling sales in digital. 

The Challenge

How might we create a seamless customer experience in ski tourism.

The Solution

> We mapped user needs and journeys to enable a clear view of pain points, gain points and improvements, then prototyped the best user experience

> Led to product simplification, seamless service experience from website to purchasing and sign-up to NZSki’s MyPass app. 

> Product roadmap, seamless service experience from website to purchasing, richer user experience, design alignment across the brands

> Creating a leading experience for ski ticketing and reservation software integration.

> Integration with InTouch ticketing and reservation software – using NZ Ski functionality to build a solid foundation for next generation product moving forward. 

NB: DNA handed UX, wireframes and high level design to NZSki and partners InTouch and Theta to deliver on.

Note: Images shown are a mix of the final prototype and live site examples.

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