Ski Dubai
Onboarding and Packages
The challenge
Although we came in halfway through to this project, we were tasked to complete the onboarding process of any customer when they hit the ski slopes in the desert.
Yeah, that sounds somewhat strange but, anything is possible in Dubai.
The majority of customers at Ski Dubai do not have ski or snowboarding gear. Most of them don’t even have winter clothes for that matter. In order to reduce the time when customers check-in at the ski resort, the business team of Ski Dubai wanted to create a digital flow that would allow customers to make all this preparation in the comfort of their homes.
A World of information
With a great headway made by the team of Ski Dubai, our responsibility was to finalise the way packages and gear rentals was presented to customers.
Since the main objective was to allow customers to pre-plan everything needed for their ski day in the desert, our job was to ensure all customers journeys, from adults to children, had all the necessary and legal information accounted for.
The only thing we wanted Ski Dubai’s customers to do was to step into the cold slopes, pick up their pre-selected gear and start having an amazing time.
The task itself
Snowboarding in the desert sounds incredible but it still has its danger factor. Due to that, the process is quite complex and detailed. Everyone needs to be registered, there needs to be guardians assigned to all children in a group and obviously, all gear needs to be the exact size to keep safety and comfort standards as expected.
This means that the amount of information needed to complete the process is quite long and can be demotivating and laborious.
Cross selling opportunities
As with any multi-offering business, the opportunity to cross sell is crucial. There was a fine line between overloading customers with way too much information, and grasping the opportunity to cross-sell services.
The priority was always not to be intrusive. Not to be pushy and annoying to users but instead, be the personal assistant customers didn’t know they needed. Birthday events, company and/or team building days or simply, give an amazing day at a ski resort in the desert as a gift to one of your friends or loved ones.
How were we involved?
Coming halfway through a project is never easy. Saying that, we are proud we were able to simplify the checkout journeys with such an amount of mandatory actions by customers.
The big goal with this project was to not only deliver a beautiful website but also, and amazing user experience that would save Ski Dubai’s customers time so they could start skiing as soon as they entered this amazing venue.
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Since we did came in at halftime, the explorations were limited to how we could simplify the way customers add people to they’re groups and how everyone can select gear and clothing beforehand.
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Mostly of the thinking on this specific flow was to do with legal requirements and how the existing system at Ski Dubai would connect with the new website. It wasn’t perfect since the ski resort has quite an outdated system but, we were able to validate all documentation, select clothing, select gear and all tickets to the Ski Dubai mobile app. This meant customers could just come in and start enjoying themselves.
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This being a completely new website, the only insight we were able to work with was the product testing done by some of the Product Managers and User Researchers.