Design | Art Direction | UX | Motion | E-Comm | Front-end Hand-off

Alterra Mountain Company needed a full revamp of their Ikon Pass marketing site heading into the 22/23 on-sale period, with our team tasked with reimagining both the homepage and the Shop Passes e-commerce section. The e-comm work centered on a new pass stratification introducing day passes alongside base and base plus options presenting customers with six clear upfront choices. My role spanned the full project lifecycle, beginning with client-facing UX sessions to align on functional needs, technical integrations, and developer requirements, translating findings into wireframes that explored multiple approaches. A highlight of the project was a custom persona-based user flow that delivered a tailored browsing experience depending on profile attributes. Following stakeholder sign-off on the wireframes, I led visual development across three concept directions before overseeing developer handoff, collaborating closely on the implementation of new front-end treatments including 3D integration and Lottie animations.