The next phase of this touchpoint journey is planning, and the form of this step will be a revamped landing page for Boreal Mountain Resort. An effective landing page is a necessity for any company that has a product they want more exposure towards and eventually build revenue from. Landing pages live separately from a regular website and are designed to only receive campaign traffic. As we’ll see in this touchpoint, this separation allows landing pages to be focused on a single objective. In the case of Boreal Mountain Resort, the redesigned landing page aims to bring in more people that want to discover the resort and direct them to purchasing a season pass of their choosing.
To get a better idea of what kind of information I wanted to have on the new landing page, I looked at some season pass websites and also found examples of landing pages for ski resorts that other designers have created on sites like behance and dribbble.
My main takeaways from conducting this preliminary research included very minimal site navigation, direct calls to action to purchase the product, and the use of some kind of form to record user information such as name and email. Along with vivid imagery and use of headings and subheadings to provide more information on what the user is looking at, there is usually also supporting copy on the variety of available products.
Some aspects that I can use from these landing pages to integrate into my own design include the sign up form to make the transaction process simpler for customers and vivid imagery to really hold the attention of someone on the website.
https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b807c902-016e-4199-b533-bc95125426f8/ikonpasses.pdf
Looking at the landing page for Ikon season passes, a site that specializes in selling only season passes for multiple resorts, I found the main inspiration for how I wanted to lay out the pass information on Boreal's landing page. By providing relevant information on passes, it streamlines the user experience so people don't have to waste any time navigating the site for details on season passes. They also have the option to easily purchase a pass from this screen.
As mentioned above, I was able to find some clean and vivid examples of landing page design for other ski resorts and an effective way to display pass information on the landing page. This is what the current landing page for Boreal looks like:
Some elements that I actually liked from the existing landing page (also the homepage) that I planned to implement in my own design included the use of bright and vivid yellow and teal, as well as a large format background image. I also thought the use of san serif typeface for Boreal's website was a good choice since san serif fonts are generally cleaner looking and more modern.
I felt like the main issue with this as Boreal's landing page was that it was throwing far too much information at the viewer instead of streamlining the experience to lead up to the call-to-action. While the topside navigation bar, real time weather report, and chat function all seem to be appropriate to put on a main homepage, I wanted the landing page to be more concise with what it was trying to get the user to do.
This was the initial direction I took when sketching out a low fidelity concept of the landing page for Boreal. I wanted to carry over some of the aspects of the posts within the social media campaign to this design in order to create a visual system and clear hierarchy between actions a user can take. This included showcasing some kind of large format imagery with simplified navigation.
After I did more research into landing pages in general and for other ski resorts I realized that navigational features were not pertinent in directing the user to the call to action, which in this case would be purchasing a certain season pass. I learned that having extra features and buttons on the landing page can actually serve to distract the user and even steer them away from the call to action.
Following the main findings from my research on other ski resort landing pages, I chose to utilize a large vivid background image to grab the attention of the user once they load in from the social media platform. I am also choosing to use the teal and gold yellow from the existing brand's color theme because the colors not only provide some dynamism, but also reflect a fun and friendly environment. I stripped away most of the navigation that is currently present on the Boreal homepage so users can hone in on the main objective of the site which is to inform of the different season passes and have a simple option to purchase straight from the page. I also added a small form on the right side of the screen so people have an option to make an account with Boreal to save their payment information to make future purchases simpler, sign up for a monthly email newsletter, and access to exclusive resort discounts.
In conclusion, I feel that the redesigned landing page is effective in informing users of the different pass options they have and providing the option to purchase directly from the landing page. The overall experience is also being improved with the addition of this redesigned landing page as it guides users to exactly where they are trying to go within the Boreal site when it comes to purchasing season passes. By eliminating any superfluous elements and information from this page the transaction process can be much quicker and easier. Once customers have purchased the pass they want, they are met with a short email confirming their order with an electronic receipt and barcode to redeem their pass for when they arrive at Boreal.