After the planning stage of the touchpoint journey the step that follows is waiting, which is what the user interacts with while they are waiting for an experience or before they even get to the experience. This phase will be online in the form of an email, and will be sent out after someone purchases a season pass or lift ticket. This email will contain the order confirmation, online receipt, and barcode necessary to redeem passes on site.
For this touchpoint I mainly just looked at the existing email system that Boreal employs to go through any areas of potential improvement. It was considerably difficult finding relevant examples from competing brands that offer similar products since I would have to purchase something to receive that email. I found the proto persona research exercise to come in handy when thinking about this touchpoint as well, specifically thinking of what users will appreciate and want out of their confirmation email. Based off of those personas, I felt like users will enjoy some kind of photo imagery in the email rather than being dominated by text only. A more dynamic layout would also be required to keep users interested, since everyone gets emails on a daily basis it's important for Boreal to stand out visually.
As you can see to the right side, the current confirmation and receipt email for Boreal comes off as wonky and disorganized. The placement of the barcodes briefly confuse the user upon opening the email which does not come off as very user friendly. I also feel like there is not enough supporting copy within this email as the final step before someone comes to the resort. I believe it would be effective to have a waiting email that also talks up the resort to build hype for the trip.
This was where I started in my sketches for an initial email design that would be sent out after customers purchase their pass or ticket online. I really liked the dynamic layout of having an L shaped form cover a visually interesting image of Boreal. The top of the email would begin with a short paragraph of copy that serves to get the user excited along with the photo imagery. Below that the barcode used for the ticket would appear clearly, next to a small receipt that confirmed the transaction went through successfully.
For the final design of these emails I chose to add in a header bar that is the same brand teal that currently exists as well as a slightly desaturated version of the yellow. The logo and accompanying type make up the header and two short paragraphs follow; the first focused on getting the user excited about their trip and the second one providing information on where they have to redeem their ticket on site. I decided to use the yellow color underneath the form of ticket to bring visual attention to it as a ticket and the rounded corners are also a callback to the main Boreal logo. The rounded corners around the edges of the ticket also serve to break the pattern of boxes and rectangles that information is being put into, making it look more like a ticket as well. Below the ticket barcode and simplified receipt, there are links that go back to social media pages as well as the Boreal landing page. To add a professional touch to the layout I also added the footer with the copywriting information, contact, and resort address.
Both desktop and mobile versions feature large graphic photography with the existing colors from the Boreal brand. Header for desktop version will feature logotype but for mobile the logotype will be placed directly on the image to minimize the mobile header.
Mobile version includes a "save to wallet" feature for users that want to save their ticket onto their smartphone.
Overall, I feel that I've pushed the boundaries on what an effective email design looks like in ways that will help improve the Boreal experience. By introducing more color and imagery to the existing standard style of confirmation email, it serves to enhance the brand's reach and systemize the different virtual steps to their customer journey. With the completion of this step the user waits to go to the experience and interact with the physical wayfinding there.