Step 1: Competitive Analysis

Step 2: User Profiles and Process Flows

Step 3: Direct Competitors and Revised Process Flow

Step 4: Revised Process Flow

Step 5: Storyboards and Site Map

Rough Storyboards

Revised Storyboards

Step 6: Wireframes

UX Results Write-up

Testing Scenarios

1. You are a new user with a varying work schedule who wants to go skiing next week on Wednesday, Friday, and Saturday, your only days off. You are starting completely from scratch.

2. You are a family man and you and each of your family members have a Stowe card. Your family is a bunch of party-poopers so you will have to ski by yourself, so you go to buy one lift ticket and you want to make sure you add it to your Stowe Card.

3. Can you buy 2 Stowe Cards and two Lift Tickets and assign them to the two separate cards on the same account? You already have an account, but no Stowe Cards yet.

4. You really love skiing and just moved to Vermont. You know you’ll be able to ski at least 45 times during the season, but mostly on weekends and holidays because you actually have a job. You are investigating a season pass and plan to purchase whichever one is best for you. You will do this on your phone.

5. You hate waiting in lines and plan to go at least a week’s worth of days out of the season, but not enough to merit an actual season pass. You have a busy schedule with many unexpected events and obligations that don’t allow you to plan too far ahead of time, so showing up and not wasting time in line or purchasing tickets far ahead of time is important to you. You have an account and a Stowe Card already. Since you are so busy, you are definitely doing this on your phone.

User Testing Results

Five different people tested the sites and the different scenarios on the site. The testers were able effectively figure out the checkout process for the scenarios with few problems. They had some suggestions for the process: to have a return to shopping button, make the inputs clearer with more direction, and to have a better way to edit the cart.

The scenario that caused the most issues was scenario 5, where the Bypass would be the best decision for that scenario.

The bypass was not immediately apparent to the user because it was not early in the list in the nav bar, and there were not sufficient places to remind the user of the bypass' potential.

Ultimately, the users figured out that the bypass was the best solution and were able to complete the scenario, but they actually had to read to discover this. It should be clear enough throughout without having to read in the future. Also, on the bypass page they suggested having a "save" button to make it clearer to the users.

The third biggest issue was the lack of ability to easily compare prices. Although users could read each page and bust out a calculator if they were feeling that dedicated, no user should have to. In the future, an easier way to compare prices should be included in the site.