Redefining the ride with an ambitious digital transformation

Work / Ikon Pass

Sectors

Skiing & Snow Sports

Travel & Tourism

Outdoor Recreation

Lifestyle & Leisure

Hospitality & Events

Client

Alterra Mountain Company

Year

2024

Our Roles

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.

Fun

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.

Fast

We've focused on streamlining user flows and interactions, so users fingers don't freeze and they can get to the fun faster.

Functional

The new App must providing real utility behind every feature. No illusions. Logical simplicity. It just works.

Future

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

A universal design system for consistency at scale

Building a design system that scales across 50+ resorts requires careful consideration of both consistency and flexibility. Our component library ensures every touchpoint feels cohesive while allowing individual resorts to maintain their unique character.

Features

Designed for every stage of a skier's journey

From planning trips to navigating the slopes and managing in-resort activities, every feature addresses real user needs at every stage of the mountain experience.

“The collaboration with Bttr. has been exceptional. Their expertise in product strategy and design thinking, combined with their ability to align diverse stakeholders across our organization, has been instrumental in bringing this vision to life.”
Ryan Schwartz
Marketing & Technology Lead, Alterra Mountain Company