Role: IA, Designer, Developer at Karo Group
BACKGROUND
A next level, guided Heliskiing vacation group was looking to elevate their brand and establish a competitive online presence.
Their terrain is unmatchable and can be seen in the 2011 film, Art of Flight
CHALLENGE
In a short period, we needed to deliver a complete responsive website for the start of the 2013-2014 skiing season that could showcase the awesomeness of Eagle Pass. We knew pros saw the value in the terrain of the mountain and the experience of the staff, but how do we sell heliskiing to vacationers?
SOLUTION
With limited time, we needed to validate assumptions quickly. We decided to use more guerrilla and discount usability tactics to provide data to help drive the design.
PERSONAS
We had anecdotal evidence of who the potential customers were, but we didn't want to move forward until we had a clearer picture. I went straight to the source and conducted interviews with guides, sales staff and support staff. This information provided me with insight on pitching heliskiing, the type of questions that comes up in the sales process, and customer needs.
This interview process helped me identify distinct stakeholders groups that possessed different needs that required specific consideration. These interviews, along with secondary research, helped inform the design of personas.
CARD SORTING AND ANALYSIS
After defining the personas and completing a content audit, I wanted to ensure that the website used language and labels that made sense to skiers and snowboards.
In order to accomplish this task, I recruited several participants to partake in an open card-sorting exercise. All of the participants were avid skiers or snowboarders who had previous experience with heli or catskiing. Paricipants identified labels and groupings that would make sense to their specific demographic.
Participants were given predefined topic cards based on content found on the existing site as well as content commonly found on competitor sites. I asked participants to group similar cards and give each group a label.
The labels/groups were captured and analyzed for common clusters and groupings. This ultimately helped me make more informed decisions in designing the site structure.
WIREFRAMING
With such an aggressive timeline, I didn't have the luxury of producing hi-fidelity wireframes, so I opted for a more lo-fi solution: pen and paper.
With such an aggressive timeline, I didn't have the luxury of producing hi-fidelity wireframes, so I opted for a more lo-fi solution: pen and paper.
With different team members spread between Calgary and Vancouver, I needed to find a way to effective to collaborative wireframe. So I worked with our technical experience lead to create this beautiful monstrosity: the skype enabled luxo webcam lamp.
In wireframing, I took different facets into consideratio: the flow of content, user needs, visual design, and technical limitations. It was important that my wireframes had room to expand creatively but remain technical feasible and modular so that it could be easily implemented.
With some art direction I was able to quickly translate the wireframes to design and code.
RESULTS
Given the time constraints, I believe I employed the right research methods to maximize on feedback, with the purpose of informing ongoing design decisions. It allowed me to create something more than a strictly visual or dev-driven design.
