Kärntner Skipass
Kärntner Skipass opens 30 ski resorts in Carinthia and East Tyrol with one pass, from Nassfeld to the Gerlitzen. The offer was strong, the website was not. Passes were sold offline and the look felt dated.
We redesigned brand and website into a modern platform that sells passes online and works for every age.
Where it hurt
Challenge
Tell one clear story across 30 resorts.
Turn offline sales into a smooth online purchase.
Modernise the brand and keep it accessible for every age.
Research
UX audit of the old site.
Benchmarks of leading European ski pass platforms.
Stakeholder interviews.
Key findings
There was no online checkout.
Pass categories and prices confused visitors.
The interface was dated and inconsistent.
Older visitors struggled with small text and low contrast.
What had to change
Problem
No central place to buy a pass for all resorts.
A dated identity and scattered sales channels.
Complex prices that needed cross checking.
Poor accessibility and no story.
Goals
Sell passes in a central, mobile first shop.
Make prices, eligibility and pass types clear for everyone.
Refresh the identity for a younger audience.
Build trust through transparency and clarity.
Create a framework that serves information and sales.
Four ways to buy a pass
Families, individuals, couples and grandparents buy the same pass for very different reasons. Four personas kept every decision honest.
Names Markus and Sarah, 38 and 37
Location Graz, Austria
Kids One child, 7 years
Occupation Markus is a civil engineer and Sarah a freelance illustrator
Looking for Affordable skiing in the holidays with clear planning tools
Behaviours
Researches in lunch breaks and after the child is in bed.
Plans on the desktop and checks quickly on the phone.
Compares offers by school holidays and weather.
Wants reliable resort information and family deals.
Needs
Prices for the dates they plan.
A visual comparison of family packages and resorts.
One place to plan and to buy.
A smooth switch between phone and desktop.
From search to checkout
We mapped the path from the first search to the purchase for all four groups. The journey ended in a dead end, because there was no way to buy online.
Seven pages, one path to the pass
The site is built around the two products. Season pass and multi day pass each get their own page with prices, FAQs and a direct link to the shop. Resorts and sales points support the decision. Wireframes tested the order before any visual design.
Three questions instead of a price list
The search sits right below the claim on the home page. Duration, start date and participants are enough to find the right pass. Durations are one tap chips and participants are counted by age group, so child and senior prices apply on their own.
Thirty resorts, one list
Every resort gets a card with its lifts, slope kilometres, piste map, webcam and location. Visitors rank resorts by slope length or lifts and filter for snow parks or kids programmes. Details open in place with the slope mix, lifts and facilities, so nobody loses their spot in the list.
Prices you can read
The old price lists became tables. The multi day pass is grouped by season and shows adults, youth, seniors and kids side by side. The season pass is grouped by package with the family, partner and grandchild offers one click away. Every row leads straight to the cart.
Clear for every age
Navy carries the text and the search panel, a warm red marks every action and a light grey keeps long pages calm. PP Neue Montreal sets the claims and the big numbers. Generous sizes and strong contrast keep everything readable for older visitors.
One look from home to checkout
All key pages were designed in the final visual language with typography, colour, icons, imagery and every interface component. Large photos of the mountains carry the emotion, the white cards and tables carry the facts.
Built for the phone
Families and couples mostly plan on the phone. The navigation folds into one menu, the resort facts stack into a grid and every resort card keeps its icons in reach of a thumb.
More passes sold online
Outcome
Ski pass sales grew by 12 percent.
Mobile conversion rose with students and families.
Older visitors needed less support.
The brand is perceived as stronger by every group.
Handover
We shared a complete prototype with documentation of every interaction. After the final approval we walked the development team through the design and handed over all assets. A QA phase ran before launch and the client was involved at every stage.
Reflection
The redesign went beyond looks. Building the UX around real needs from students to grandparents gave the brand an inclusive solution that grows with it.
The one limit was the shop. For budget reasons it runs on an external system with its own styling rules, so the checkout does not fully match the custom design of the website.
One pass for 30 resorts and finally one clear place to buy it.
Next Project
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