Redefining the ride with an ambitious digital transformation
Skiing & Snow Sports
Travel & Tourism
Outdoor Recreation
Lifestyle & Leisure
Hospitality & Events
User Research
Market Research
Product Strategy
UX Design
UI Design
Service Design
Motion Design
Redefining the ride – take a look into the ambitious vision to transform a portfolio of 50+ disconnected resort Apps into a single, centralized digital platform that powers Alterra Mountain Companies owned and Partner Resorts in the US and around the world. Providing guests with an unrivalled level of convenience, personalization and seamless interaction.
Launching Winter 2025.
A B2B2C Powerhouse built on world class design & technology
Consolidating local market resort Apps into a centralized digital platform will transform how Alterra Mountain Company will be able to engage and add value to both resorts and guests. Access to data at scale, and the ability to analyze and systemetize personalized content, offers, promotions and more enables the business to do so much more than before.
4F Principles
Fun, Fast, Functional, and Future-Forward: Elevating the Ikon Pass Experience
The Ikon Pass app is more than just a tool—it’s the gateway to adventure. As the primary touchpoint for guest interactions, the new digital experience should embody the brand’s personality with a bold, playful, and engaging interface. Speed is essential, ensuring users get to the fun faster with seamless, intuitive flows that remove friction without sacrificing quality. Every feature must have real purpose, delivering a functional and effortless experience that just works. Beyond the essentials, we must push boundaries introducing innovative, future-focused features that set Ikon Pass apart and signal a bold vision for what’s next.
Most guest interaction with the Ikon Pass brand will be via the App interface – Interface loyalty means brand loyalty, and we’ve designed the App with this idea at heart of our thinking.
We’ve focused on streamlining user flows and interactions, so users fingers don’t freeze and they can get to the fun faster.
The new App must providing real utility behind every feature. No illusions. Logical simplicity. It just works.
To stand out we need to be progressive and looking for opportunities to introduce concepts and features that signal a cutting edge future for the Ikon Pass.
Personas
Designing for Every Adventure: The Williams Family & Friends
To ensure the Ikon Pass app delivers an intuitive and seamless experience for all users, we built the experience around the needs of our fictional test family, the Williams. Mandy and John, along with their three children—Zayne, Vesper, and Emma—represent a range of skiers and snowboarders, each with different priorities on the mountain. Whether it’s planning a family trip, tracking performance, or navigating resort details, their needs shaped key design decisions. Adding to the mix, their friend Roy, an adventure-seeker who maximizes every ski day, helped refine the app’s ability to cater to solo travellers and groups alike. By designing with their experiences in mind, we created an interface that is not only functional but also engaging and inclusive for every Ikon Pass holder.
Design System
With a multitude of components and features, a universal design system is critical to Ikon Pass’s success, offering a unified framework to ensure consistency and efficiency at scale.
To deliver a seamless and engaging experience, we focused on designing features that address every stage of a skier’s journey—from planning trips to navigating the slopes and managing in-resort activities. Each feature was carefully crafted to balance functionality with an intuitive, visually appealing interface, ensuring users could easily access the tools they need while enhancing their overall experience on and off the mountain. Here’s an in-depth look at the standout features of the app.
Testimonial
“Our collaboration with Bttr is both exhilarating and motivating, their profound expertise and approach have already instilled a culture of innovation and growth within our team. By aligning our Product, Marketing, and Technology divisions, we’re embracing new methodologies and working towards an ambitious vision for the future.”
— Ryan Schwartz Marketing & Technology Lead, Alterra Mountain Company
Design System
The redesigned app is set to transform the mountain experience, adding value for resorts and giving users the satisfaction of a contemporary, connected experience.
