Ski Dubai by MAF

Improve major usability and UX pain points hindering users from completing essential tasks.

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Background

Ski Dubai is an indoor ski resort with 22,500 square meters of indoor ski area. The park maintains a temperature of -1 degree to 2 degrees Celsius throughout the year. It is a part of Mall of the Emirates, one of the largest shopping malls in the world located in Dubai, United Arab Emirates.

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Business need

Ski Dubai wanted a fast and effective way to identify obvious problems. They contracted Digital of Things to identify the problem areas and to provide recommendations for improvements to be made.

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Approach

We had to understand what was causing the drop-offs, so we conducted a high-level review of the analytics ad analysed the conversion funnel to identify the potential problem areas.

We conducted a review of the Ski DXB website on desktop & mobile to identify potential usability bottlenecks and UX flaws. The review included the whole conversion flow (Acquire --> Convert --> Customer experience).

The review was based on:

• UX heuristics
• Industry best practices & trends
• Experts’ opinions

After we evaluated the issues with the business, we prioritised and built wireframes for mobile and desktop breakpoints.

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Outcome

Our UX team reviewed the website from a user's perspective, and after the evaluation, we delivered redesign directions on desktop and mobile.