To expand CMH’s heli-skiing clientele, we adjusted our marketing approach, aiming to resonate with a skiing audience new to heli-skiing. The website serves as one of the key touchpoints for potential guests. Numerous considerations needed to be addressed when thinking about how to engage this audience: ability-based apprehension, high product cost, safety concerns, and fierce competition. How do we craft a user experience tailored to guide newcomers through the heli-skiing journey and empower them to make a purchasing decision?

This project presented many unique challenges. Limited resourcing, undefined product types, an evolving visual brand as well as an undefined roadmap for future implementation of an online booking experience. CMH’s other digital properties that were slated for a rework such as the summer website, blog and booking site needed to be considered as well. How do we enhance this digital property to accommodate future enhancements? What efficiencies can we enable for other properties as part of this rework?

This project was created in agile fashion. Collaborating with key stakeholders was crucial to avoid missed opportunities. We commenced with an initial empathetic phase, gathering a wealth of feedback from guests who had recently joined CMH on a trip and engaged with key players from other internal teams to gather insights and requirements before progressing into a more focused brainstorming group to begin prototyping, testing and ultimately, developing the website. We decided to implement a basic design system that could serve as a foundation for future UI work across all web properties.