NZ Ski | CX, Website and Digital Design

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  • 2022

  • Digital

Designed By:

  • Dane Tatana, Creative Director
  • Eilish Out-O'Reilly, Design Director

Commissioned By:

Mike Gibb, Digital Marketing Manager

Designed In:

New Zealand

The owner of three world-renowned ski fields and resorts in New Zealand, NZ Ski needed online customer experiences that matched the visitor experience “in real life”, radiating a premium brand. The design process produced a master and three location websites with unmatched, end-to-end, CX design and easy, informative digital services.


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE
  • Because all ski resorts and fields are reasonably complex product propositions, visitors to ski brand websites all over the world frequently find organising their time before and during their trip online confusing and far from easy. Reflecting the warm, welcoming spirit that Aotearoa New Zealand is known for, NZ Ski wanted to be the brand that changed that. NZ Ski required website assets that resolved four key challenges: - presenting forward-thinking, lively, fresh brands - promoting the destinations and benefits - easy digital service for options (e.g. types of passes, transport options, and packages) - real-time, functional visitor information (e.g. snow levels)

  • To create the best platform, deep empathy with the audience was required. That meant we had the pleasant job of living the journey ourselves from the moment of consideration to execution. CX strategists fully immersed themselves in the ski experience, secret shopping their way through every moment of the journey. Every element was mapped, recorded, documented and filmed, underpinned by visitor data collected by physical feedback terminals set up at key locations. That allowed the team to see a map of where the CX was good or needed improvement; this informed the agile website design and implementation process.

  • Delivery time was vital. The new sites were up in time for early bird campaigns. Online sales had their busiest sales period, along with NZ Ski experiencing their second busiest day on record for people on the mountains. These were significant successes with strict pandemic international visitor restrictions in New Zealand. Behind this success were CX improvements including a 13% reduction in loading speed and 59% increase in page views. NZ Ski saw a steady uptake in conversion rates, achieved brand differentiation and positioning through a revamped look and feel, and enhanced and elevated the customer experience for their guests.

  • Te Waipounamu, Aotearoa is a winter paradise, home to some of the world’s most renown ski fields. Three of the nation’s best ski fields and resorts – Coronet Peak, Mt Hutt and The Remarkables, attract thousands of tourists every year. These visitors are now users of the digital assets in more than double the traffic previously. https://www.nzski.com/ https://www.coronetpeak.co.nz/ https://www.theremarkables.co.nz/ https://www.mthutt.co.nz/