IKON APP
Resort Parking Feature
Role: UX Researcher/Designer
Project Type: UX Design
Project Date: 2025
This feature helps users navigate the logistical aspects of parking on ski days, ultimately, enabling the user to spend more time on the slopes.
BACKGROUND
Skiing and snowboarding is a fun winter activity for those who love spending time outdoors, even in the winter. These activities have so many positive benefits that they attract large crowds which can cause inconveniences to many in their ski resort experiences. Many users dread coordinating departure times before sunrise, waiting in traffic on I-70, just to arrive and deal with the dreadful issue of finding a parking spot. The goal of this UX project is to focus on allowing skiers and snowboarders to have a better user experience in managing the heavy crowds that you find at ski resorts and allow users to focus on what they are really worried about, having a good time on the slopes.
PRELIMINARY RESEARCH
USER INTERVIEWS:
SAMPLE SIZE: 6
Participants: Weekly Skiiers/Snowboarders
"When it is my first time at a resort, I usually feel confused about parking"
Interview #
"When the lot was full, it was not clear what to do or where to go"
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"I have no clue where to park at resorts. If I go somewhere I am familiar with then I have an idea of where I want to park"
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"It is very frustrating when you have to spen an extra 20-30 minutes to find parking"
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"It would be nice to have a driving map but for parking lots"
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"If parking is full, then there is no other option but to go back home"
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"Wasted space is really annoying...from crooked parked and snow plowing"
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"Not knowing if there will be parking when we get there is frustrating"
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AFFINITY MAPPING
AFFINITY MAPPING INSIGHTS:
Our affinity mapping exercise revealed recurring user pain points centered around crowd management, particularly in lift lines, parking, and traffic congestion. These findings highlighted a need to better understand how these logistical challenges impact the overall mountain experience.
Based on the frequency and severity of feedback around parking difficulties, we decided to move forward with a deeper investigation into parking systems at ski resorts. This next phase focused on uncovering root causes, user behaviors, and opportunities for design solutions to improve the arrival and access experience.
IKON RESEARCH
SURVEY: PARKING & IKON PASS EXPERIENCE
Participants: Ikon Pass Holders
Survey Sample Size: 30
Following our affinity mapping, we identified parking as a key friction point in the ski resort experience, particularly among Ikon Pass users. To explore potential solutions, we conducted a targeted survey to better understand user behavior, needs, and frustrations around parking at resorts.
This phase of research specifically aimed to evaluate the opportunity of adding a parking-related feature to the Ikon app, helping users better navigate and plan their resort visits.
Most users experience difficulty sometimes or often while finding parking at a resort.
01
Many users report that resorts DO NOT provide adequate information about parking availability prior to arrival.
02
Most users said that past experiences with traffic and parking impact how they plan for their ski day.
03
Many users plan in advance where they want to park.
04
Many users spend 5-20 minutes finding a parking spot.
05
KEY FINDINGS
WIREFRAMES
