With Journey we were able to launch refreshed websites that were better aligned to the brand direction of each mountain and optimised for performance. This has led to significant improvement in guest engagement and we look forward to continuing to draw on Journey's capabilities to help us provide great digital experiences in the coming years.
Creating a brand and customer experience commensurate with the world class ‘on slope’ experiences at three flagship ski resorts in Aotearoa, NZ.
A fresh, lively and differentiated new brand, a ’best in class’ web experience and an uplift in conversions.
The Client
Te Waipounamu, Aotearoa in New Zealand is a winter paradise and home to three of the country’s best ski fields and resorts – Coronet Peak, Mt Hutt and The Remarkables. These resorts attract thousands of domestic and international tourists every year and are managed by NZ Ski.
Ski resorts are a reasonably complex product proposition. From understanding which resort best fits your preferences and level of ability, through to the different passes and packages available, what events and activities are available, how to get there and get around once you’re there. The list goes on.
Resort websites need to play a duel role. In part, they need to sell the facilities and benefits, and they need to act as a functional information hub for updates around weather and snow conditions.
NZ Ski approached Journey with this context and their ambition: to provide a differentiated, end-to-end customer experience befitting of their world class ski fields
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To create the best possible platform and experience, we needed to develop a deep level of empathy and understanding for the target audience, the journey they were going on and how this could be improved.
Every conceivable touch point was mapped out and then experienced first hand by members of our strategy team: from initial consideration, research and booking, through to arrival, getting passes, getting up the slopes, ordering food up the mountain and even apres-ski activities.
It’s a tough job, but someone’s got to do it…
In addition to documenting our own observations and experiences, the team installed physical feedback terminals at key locations throughout the resort. Powered by CeeJay, software developed by Journey for capturing customer sentiment, these terminals enabled visitors to provide quick, in the moment feedback as to how they felt after a particular touch point: for example picking up their passes, boarding a lift or buying lunch.
All of this data helped us construct both a qualitative and quantitative picture of the ‘end to end‘ CX: where it was good and where there were areas for improvement.
