Ikon Pass
Design | Art Direction | UX Design | Motion | E-Comm | Front-end Hand-off
The Project
Alterra Mountain Company required a revamp of their Ikon Pass marketing site heading into the 22/23 on-sale period. It was our task to provide product concepts for both the home page, as well as their “Shop Passes” E-Comm section. The E-comm section changes were based around a new stratification within the preexisting offering denoting day passes and base/base plus options providing 6 upfront options for the customer. Concurrent work was also being completed by a separate UX and design team on navigation features that informed our process. The site itself is an annual revamp giving us access to a wealth of YoY data that we used to verify qualitative data with quantitative results.
Initial UX Phase
For the initial UX phase my role was to intake compiled research while running client-facing sessions to zero in on functional needs and eco-system-wide technical integrations that could inform our features and better align us to developer requirements. These sessions would also be used to gather and solidify the direction of this year’s build using the team’s updated research/findings to create a series of wireframes detailing possible approaches. A unique piece of this project included custom user flows depending on components in the user’s profile tagging them between highlighted personas which would give them a custom browsing experience. Following agreement on the custom personas the initial high-fidelity frames were created and I presented the wireframe versions to the client stakeholders acquiring the go-ahead to proceed with visual development.
Visual Development
Moving on to visual development, I provided concepts based on the initial wireframes while exploring content treatments including a motion approach for our front-end team. From there we applied 3 directions to a cross-section of pages to bring them to the client for approval on the visual approach before proceeding. After presenting back our further realized concepts I led the developer hand-off and worked closely to implement new treatments such as 3d integration and lottie usage.
