UX/UI Design
Kärntner Skipass
Background
Kärntner Skipass provides access to 29 ski resorts across Carinthia, from Nassfeld to Gerlitzen. Despite the strong offering, its digital experience lagged behind, relying on offline sales and outdated visuals.
Goal:
Redesign the brand and platform into a modern, conversion-focused e-commerce experience.
The Challenge
The task was to transform Kärntner Skipass from a fragmented, outdated ticketing system into a modern digital platform that reflects the quality and scale of its ski offering. Key challenges included:
– Communicating a clear and unified value proposition across 29 resorts
– Developing sales process with a seamless e-commerce experience
– Modernizing the brand identity while ensuring accessibility, clarity and ease of use for all customer groups
2. Define
Problem
Despite offering access to 29 ski resorts, Kärntner Skipass lacked a central digital platform to match the scale and convenience of its product.
The brand’s outdated identity, fragmented sales channels and offline-only purchase process created confusion and friction for users, especially younger and mobile-first audiences.
Complex pricing structures, poor accessibility and a lack of storytelling further weakened the user experience, making the offering feel less premium and less approachable than it should.
Goals
The project aimed to reimagine Kärntner Skipass as a modern, user-centered brand experience. Key goals included:
– Streamlining the purchase process through a centralized, mobile-first online shop
– Clarifying pricing, eligibility and ticket types for all user segments
– Refreshing the visual identity to appeal to a younger audience
– Building trust through transparency, ease of use and visual clarity
– Creating a flexible UX framework that supports both information and conversion
3. Develop
User personas
Names: Markus & Sarah, 38 & 37
Location: Graz, Austria
Kids: One child, 7 years
Occupation: Markus: Civil Engineer; Sarah: Freelance Illustrator
Looking for: Affordable holiday skiing with clear planning tools
Behaviors
– Researches during lunch breaks and after kids’ bedtime
– Uses desktop for detailed planning, mobile for quick checks
– Compares offers based on school holidays and weather
– Interested in reliable resort info and family deals
Needs
– Calendar-based pricing overview
– Visual comparison of family packages and resort amenities
– One-stop shop for planning and booking
– Smooth mobile and desktop transition
Name: Thomas, 35
Location: Spittal an der Drau, Austria
Occupation: Regional Sales Manage
Looking for: A smooth and reliable process for buying annual ski passes
Behaviors
– Plans ski weekends in advance during the season
– Buys passes annually through offline channels
– Uses desktop and mobile for research but prefers clear over flashy interfaces
Needs
– Simple breakdown of ticket options
– Centralized online store for all resorts
– Modern, trustworthy visual identity
– Fast access to support or FAQs
Name: Julia & Leon, 26 & 34
Location: Klagenfurt, Austria
Occupation: Julia: UX Designer; Leon: Marketing Specialist
Looking for: Flexible ski passes and digital-first experiences
Behaviors
– Spontaneously plans ski weekends around weather and work
– Books mostly on mobile, especially during commutes
– Compares pricing and offers quickly
– Shares links and screenshots with each other when planning
Needs
– Clean, responsive UI with mobile-optimized booking
– Region filter to help decide where to go
– Transparent pricing and date-specific pass info
– Trustworthy online payment and confirmation process
Name: Julius., 64
Location: Graz, Austria
Occupation: Retired Doctor
Family: Three grandchildren, ages 5–12
Looking for: Occasional ski passes for outings with his grandchildren
Behaviors
– Prefers planning in advance
– Often relies on family members to help with online tasks
– Reads everything carefully before making a decision
– Occasionally prints out tickets and information
Needs
– Clear senior pricing and family bundle options
– Large text, simplified navigation, and accessible layout
– Visual examples of family-friendly services
– Easy-to-find support or phone contact option
Research
– UX audit of existing site
– Benchmarking against leading European ski pass platforms
– Stakeholder interviews
Key Findings
– No online checkout; users forced offline
– Confusing pass categories and pricing
– Inconsistent UI with outdated visual style
– Poor accessibility for older users
User journey
User flows were mapped across the four target groups to identify and resolve friction.
Wireframes
4. Deliver
UI Design
A modern, inclusive visual system was created to serve a wide demographic.
– Mobile-first grid system
– Visual clarity for all age groups
– Accessible font sizes and contrast
– Hover states and animations for engagement
Handover
During the handover phase, a complete prototype was shared alongside clear documentation outlining design functionality and interaction guidelines. Following the client's final approval, a dedicated session with the development team was held to walk through the design intent and ensure alignment on execution. All relevant assets and files were organized and delivered to support seamless implementation.
Prior to launch QA phase was conducted.
The client remained engaged throughout the project, providing input and approvals at every stage to ensure the final result accurately reflected their goals and expectations.
Outcomes
The launch delivered strong business and usability results:
– Increase of +12% in ski pass sales
– Higher mobile conversion from students and families
– Lower support volume from older users
– Stronger brand perception across all segments
Reflections
The Kärntner Skipass redesign delivered beyond aesthetic improvement. By structuring UX around real user needs, from students to grandparents, we created an inclusive, scalable solution that fits modern digital behavior.
The only limitation of the project was the use of an external shop system, which was necessary due to budget constraints. This platform came with styling restrictions that prevented us from fully aligning the shop's appearance with the custom design of the main website.
