How can we convert missed opportunities into new sales?
A 10 day design sprint that delivered an equipment-hire solution, unlocking a new revenue opportunity.
Alto.Ski provides a pay-as-you-go solution to skiing. Using their ski pass and app, skiers can hit the slopes without having to worry about pre-booking time or queuing for lift tickets. With partner resorts all over Europe and more on the way, they were turning their attention to expanding the secondary features of the app.
Having worked alongside the team in various capacities over the previous four years, they approached me to design a new integrated equipment hire function.
Where do I fit in?
the problem
The primary function of the Alto.Ski app is to provide a platform for users to easily manage their ski-pass payments after skiing, which it currently achieves nicely. The app’s high user figures present an opportunity to expand into complimentary markets such as ski equipment rental.
The company partners up with Skiset - a leading supplier of equipment rental in Europe. Up to this point, this has been achieved via a browser window within the mobile app. The ineffective and poor user experience is off-putting and has seemingly contributed to the low uptake of the equipment hire service, with less than 0.7% of users placing an order through the platform.
The company partners up with Skiset - a leading supplier of equipment rental in Europe. Up to this point, this has been achieved via a browser window within the mobile app. The ineffective and poor user experience is off-putting and has seemingly contributed to the low uptake of the equipment hire service, with less than 0.7% of users placing an order through the platform.
Customers are using the app reguarly, but choosing their equipment hire elsewhere. How can we convert these missed sales on to the Alto.Ski platform?
old approach
The solution
A complete and personal shopping experience
The final solution is a whole new integrated section of the Alto.Ski app - a specialised and personalised shopping experience, helping users find exactly what they are looking for, easily place orders and collect in-store without any fuss. Here are some of the key features:
- Comprehensive stepped search for resort, dates and shop
- Customisable user profiles for equipment sizing and preference
- Product filtering by selected user
- Clear product information with optional extras and pricing
- Full shopping cart and checkout experience
- Upselling of other products within shopping experience
- Order history section with QR code pickup
- Fully-integrated with the API
- Customisable user profiles for equipment sizing and preference
- Product filtering by selected user
- Clear product information with optional extras and pricing
- Full shopping cart and checkout experience
- Upselling of other products within shopping experience
- Order history section with QR code pickup
- Fully-integrated with the API
new solution
Success Metrics
increase orders
First and foremost, the solution should directly increased the amount of equipment hire orders completed through the mobile application.
improved user engagement
Outside of placed orders, an increase in users browsing the ski hire section of the app will allow stats and feedback to be collected for further imrpovements.
happy users
On a more qualitative level, direct user feedback should be sought, aiming for general positive outlook on the new features and their usability.
Constraints
timeframe & budget
The new ski season was just beginning, so it was important to work to a strict timeline in order to push out functionality before the end of the season. We had 10 days and a limited budget to get this ready for development.
API & app functionality
Any new functionality we designed had to integrate well with Skiset’s existing API, sticking within it’s existing parameters. This solution should also fit nicely into the existing Alto.Ski app framework, including integration with and imrpovement on the existing user profiles system.
validating assumptions
While the stakeholders have a solid idea of what the opportunity might be, there was no direct user feedback or research available to validate these assumptions.
small team
With only me, the stakeholders and the lead developer on hand, we would need to work efficiently to get the most out of the limited team.
Process
Starting with plotting out user journeys, I worked closely with the stakeholders and development team at every step to ensure consistency and maximise the possibility for snag resolution along the way.
final screens
Location search
User profiles
Package details
