Stowe Mountain Resort - Online Store / UX/UI Reasearch Documentation

The user experience (UX) and user interface (UI) of purchasing lift tickets and season tickets through Stowe online store is very complicated. Knowing the difference between Stowe Bypass or their reloadable card that is needed for every transaction is hard to understand unless you call Stowe directly. To solve this problem I created a prototype for ordering tickets to be a painless experience. The experience is optimized for desktop and touch-devices.

Find my UX / UI prototype here

Part 1: Analysis of Problem

I carefully analyzed the current process for ordering lift tickets and season passes. I made a flow chart of the process and listed any "pain point" that I hit along the way. In further reasearch I also compared other good online ordering experiences to gather further information.

Part 2: Revised Process Flows and Personas

After class discussions I revised my process flow. Then I came up with five personas of possible typical users for Stowe.

Part 3: Competitors, Goals and Anit-goals and Revised Process Flows

I researched direct competitors of Stowe and found parts of well designed sites. As a group we made goals and anti-goals for our redesign of our site. I also created a revised process flow of how the redesigned site should be.

Part 4: Master Process Flow

In this step I found gaps in my process flow and digitized the corrections.

Part 5: Storyboards and Site Map

Created storyborads of each page of the site to give the basic format of the redesigned site.

Part 6: Digital Wireframes

Created revised wireframes of the storyboards to then base the actual design of the website off of.

Part 7: Mockups

Created mockups for the homepage and lift ticket page to then base the rest of the sites design off of. These were then revised.

Part 8: Usertesting

After usability testing the top three issues of the site were not being able to compare what is the cheapest option, not assigning the name to the card/ticket, and on did not realize there were season pass options; just stayed on first tab (7day).

There were also issues on the wording of some items and what was needed from the person when checking out.

Usability testing questions

1. You are a full time college student and want to buy the cheapest option to ski alot.(mobile)

2. You are already a member with a username John Smith and password 2783883929. You want to add four days to your card. (mobile)

3. You are 72 years old and want to buy the cheapest option to ski alot.

You are a mom who wants to get the cheapes option for season passes for a family of four. YOu then want to add money to your kids' accounts so they can buy food at the resort.

You are a family of four and want to buy tickets for a total of three days.