Boreal User Experience Journey
An easier way to purchase tickets and passes
User Experience Touchpoints
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UX/UI Designer – Team of 1
Process: User Research, Product Ideation, User Interface Design
Tools: Figma, Photoshop, Miro
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My goal in this project was to streamline and enhance the process of purchasing season passes or single day lift tickets for Boreal Ski Resort by channeling the brand image through various ‘touchpoints’ that users would interact with.
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At each stage of the user experience, specific touchpoints were designed to support and guide the user in purchasing a pass or ticket. These stages are known as awareness, planning, waiting, experiencing, and follow up.
Read the full case study here
Boreal Mountain Resort is a family-friendly ski and snowboard resort open to all different skill levels. To expand attention/viewership to the brand and increase revenue, the user experience needed to be refined by utilizing a touchpoint journey with different levels of virtual and physical interaction.
This proposed touchpoint journey will consist of five key interactive steps within the entirety of the user experience: awareness, planning, waiting, experiencing, and follow up.
Existing Branding
Aspects of Boreal's user experience that stood out to me in their existing brand included their current color scheme as well as their graphic logo, something I expanded on within this redesigned touchpoint journey.
Awareness: Social Media
The first phase of this proposed touchpoint journey begins with awareness. Posting on social media platforms is a popular way for brands to connect with the community and expand their reach.
To complement the imagery-based social media posts I used line art graphics in each post. This graphic is reminiscent of the logo, using line, shape, and rounded forms. I dissected the Boreal logo to create the "20 21 Season Passes" graphic and used this graphic in the social campaign because the colors stand out while scrolling.
Planning: Landing Page
The second phase of the touchpoint journey is planning, which involved a redesigned landing page for purchasing passes and tickets on the Boreal Mountain Resort website. Landing pages can live separately from the website and are designed to receive specific campaign traffic which allows the landing page to be focused on a single objective. This redesigned landing page aims to increase new visitor exposure to the resort website and direct them to purchasing a season pass or lift ticket.
Waiting: Email Confirmation
After the planning stage the user interacts with a waiting period, before they arrive at the experience. This waiting step is in form of an email to be sent after the user purchases a season pass or lift ticket. The email contains the order confirmation, online receipt, and barcode necessary to redeem passes.
Experiencing: Wayfinding Signage
Once the user arrives at Boreal they must redeem the online pass or ticket they bought through one of the ticketing kiosks located in the Woodward Bunker building. To help guide the resort newcomers, I developed wayfinding signage that would be installed in multiple locations as seen on the circulation plan.
Wayfinding Signage
Circulation Plan
Follow Up: Email & Survey
The final stage of the Boreal user experience is follow up, which is also in the form of an email. This email's purpose is to provide a call to action to fill out a short survey from Boreal, meant to analyze customer satisfaction at the resort. A small discount towards the next purchase was added to provide an incentive for people to fill out the form as well.
Conclusion
A revamped social media campaign showcasing the 2021 season passes generates excitement, driving traffic to the landing page. Visitors can easily explore pass options and make purchases directly. Upon purchase completion, users receive a confirmation email containing their order receipt and a redeemable barcode. Upon arrival at the resort, guests follow wayfinding signage to the Woodward Bunker for pass pickup. Post-trip, a follow-up email prompts a satisfaction survey, offering the chance to win prizes. Additionally, a discount encourages return visits to Boreal. These changes aim to bolster Boreal's success amid uncertain times as the snow season approaches.
