On The Snow
Lead Product Designer
D2C - Responsive Web - 2020
My Role - Lead Product Design, User Research, User Interviews, Journey Mapping, Sketching, Wire framing, Screen Flows, Visual Design, Interaction Design
Team
On the Snow emerged as a valuable collaborator, extending a unique opportunity for students at our graduate school to bridge the gap between academia and the real-world landscape. With a commitment to fostering experiential learning, On the Snow actively engaged with our university to present students with a compelling chance to apply their academic knowledge in a practical setting. This collaboration not only enhances students' understanding of industry dynamics but also provides a platform for them to gain firsthand experience and insights. On the Snow's commitment to supporting educational initiatives has proven instrumental in facilitating a symbiotic relationship between the academic realm and the professional sphere, offering students a tangible pathway to develop essential skills and make meaningful contributions to the business world.
How might we reimagine the presentation of content on our site by leveraging site analytics and data to enhance user experience, particularly considering the 30% year-over-year decrease in page views in the US. Additionally, how can we establish a distinctive brand personality and declutter the site, ensuring that valuable content is easily accessible, eliminating the need for users to navigate extensively, and positioning us competitively in the market.
On The Snow
What is it?
On The Snow delivers comprehensive ski trip planning resources to an engaged and prosperous audience, encompassing information on snow conditions, profiles of various resorts, and personalized content. Explore the latest snowfall statistics for ski resorts, comparing the accumulation over the past three days. This snow report not only provides the most recent 72-hour snow totals but also presents a comparative analysis of ski areas based on snow depth at both the summit and base of the mountain. Access the detailed snow report for each ski resort by clicking on the respective listing.
Goals For The Sprint
UI Refresh
Refresh UI as it is outdated and inconsistent.
Reduce Bounce Rate
We are hemorrhaging users within the first 60 seconds of page land.
Market Research
See what our competitors are doing and where we can capitalize.
Content Strategy
Prioratize Content users want to see
User Testing
Test into the best solution
Information Architecture
There are endless ways to reach content but none of them are obvious to users, who become frustrated and leave the site before they get the content they need or want.
Lets Shred
Research
In the preliminary research phase, user interviews and card sorting played a pivotal role in elucidating the user's search intentions upon visiting the site, with a focus on prioritizing relevant content. Once a comprehensive understanding of the user's journey was established, our objective shifted towards crafting a discernible and unified responsive experience, coupled with the definition of a structured content hierarchy.
The POW
In the early stages of our research initiative, user interviews and card sorting emerged as crucial tools, pivotal in discerning the user's specific search intentions upon landing on the site. The emphasis was on prioritizing pertinent content aligned with user expectations. With a comprehensive grasp of the user's journey established, our primary objective shifted toward the development of a coherent and responsive website experience. This involved a meticulous definition of a structured content hierarchy and focused efforts in key areas such as User Experience Research, Information Architecture (IA), and User Interface (UI). Notably, our examination highlighted disparities between the website's current structure and users' mental models, lack of consistency in IA, and UI elements that were poorly laid out and incomplete. Addressing these insights, we honed our efforts to refine the overall user experience, ensuring the website aligns seamlessly with the user's mental model during crucial decision-making moments about skiing plans.
User Expectations
Website doesn’t match the mental model of the user when deciding whether to go skiing or not.
Information Architecture
Very little consistency in information architecture and navigation structure. Information is poorly laid out, incomplete and too plentiful.
Mental Model
Weekly traffic peaks around Thurs-Sat 8-10am when people are deciding if they want to go skiing or not.
Now The Fun Begins
Based on the valuable insights derived from our user interviews, card sorting, and analytics, we strategically pinpointed three key areas with the highest traffic yet suffering from a considerable bounce rate. The Landing Page, Resorts Page, and Weather Page were identified as pivotal elements in the user's journey that demanded immediate attention. Leveraging the data-driven approach from testing and analytics, our focus shifted towards optimizing these critical sections. By addressing pain points in the landing experience, enhancing the presentation of resort profiles, and refining the weather information delivery, we aimed to curtail the bounce rate and enhance user engagement across these vital sections of the platform. This targeted approach aimed to create a more seamless and rewarding experience for users at every touchpoint, aligning with their expectations and fostering increased interaction with the site.
Landing Page
In response to the findings from our extensive research and insights, we undertook a strategic overhaul of the homepage, recognizing the critical role it plays in user engagement. Adopting a card-based design approach, we meticulously curated the most sought-after information, ensuring users encountered relevant content promptly. At the top of the homepage, a prominent search feature was implemented to streamline information retrieval, minimizing the need for users to delve deep into the site. To enhance user convenience further, resorts and mountains were categorically organized based on popular search keywords, simplifying the sorting process. Introducing a favorite button for each resort aimed not only at facilitating user customization but also incentivizing account creation, encouraging users to save preferences and streamline future interactions with the platform. The redesigned homepage thus prioritized user needs, offering a more intuitive and personalized experience from the moment they landed on the site.
Resorts Page
Building on the comprehensive insights derived from our research and analytics, we implemented a strategic revamp of the resorts page. Adhering to the successful card-based approach, we organized resorts into distinct categories, strategically aligning with the most popular landing pages identified through Google Analytics. The content delivery and display were revamped to ensure a more intuitive and visually engaging experience for users. Recognizing the diverse preferences of our audience, we segmented resorts based on regions and international destinations, enhancing the accessibility and relevance of the information presented. Central to our approach was the emphasis on a well-defined hierarchy and structure of content, recognizing that clarity and organization are pivotal in ensuring user satisfaction and effective information consumption. The redesigned resorts page aimed to provide users with a seamless and engaging journey through the diverse offerings, showcasing the platform's commitment to user-centric design.
Weather Page
Leveraging the valuable insights gathered from our research, we undertook a strategic redesign of the weather page to enhance user experience and optimize content delivery. Prioritizing simplicity and user-friendly access, we opted for a streamlined weather layout to facilitate easy digestion of content. Recognizing that a substantial majority of users access the site via mobile devices, we focused on delivering content in a clean and readable format, minimizing the need for endless scrolling. The prioritization of weather content was informed by user feedback and research, ensuring that critical information for users deciding whether to embark on a skiing day was prominently featured at the top, providing a seamless and efficient decision-making process. This approach aimed to align the weather page with user preferences, offering a tailored experience that prioritizes clarity and accessibility.
And Then….
In the journey to enhance On The Snow's digital presence and user experience, we embarked on a comprehensive redesign informed by meticulous research and strategic insights. Initial user interviews and card sorting were pivotal in understanding user intentions and optimizing content prioritization. Recognizing the critical impact of bounce rates on highly-trafficked pages—specifically the landing, resorts, and weather pages—we executed targeted improvements.
For the homepage, we adopted a card-based approach, prominently displaying popular information, introducing a search feature, and facilitating user account creation with a "favorite" button for resorts. Addressing the resorts page, we structured content based on popular categories and regional keywords, enhancing hierarchy and navigation. The weather page underwent a simplification process, delivering crucial content at the top for seamless decision-making, especially considering the majority of users accessing the site on mobile devices.
This strategic approach aimed to align the site with user expectations and preferences, ultimately improving the overall user experience. Through these efforts, we not only addressed specific pain points but also enhanced content visibility, accessibility, and engagement across the platform, paving the way for a more user-centric and efficient On The Snow experience.