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Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
Aspenware Customer Labs lift line experience
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Aspenware Customer Labs lift line experience

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Aspenware Customer Labs is a set of tools and process utilizing rapid prototyping and customer research methods to build the right product for the right person. Fast. …

Aspenware Customer Labs is a set of tools and process utilizing rapid prototyping and customer research methods to build the right product for the right person. Fast.

The Lift Line Experience is a case study in rapid prototyping and customer research focusing on the experience of going through a lift line in which we answer the question: Can going through a lift line be a delightful experience?

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  1. 6000 Greenwood Plaza Blvd Suite 110 Greenwood Village, CO 80111 303.798.5458 www.aspenware.comLift LineExperienceAspenware Labs Case Study Matt Mendrala mobile@aspenware.com
  2. BackgroundSkiing and snowboarding is a big part of the Colorado experience.Through our work at Vail Resorts, Aspenware has been involved in developingtechnology that helps create great experiences for skiers and snowboarders.We decided to leverage our customer research and rapid prototyping expertise toexplore new opportunities to engage skiers and snowboarders on the mountain.We started with the lift line experience because it is universally recognized as anegative aspect of skiing and snowboarding.Lift Line ExperienceAspenware Labs Case Study
  3. Question 1: Is it possible to change waiting in a lift line from a negative (dissatisfying) experience into one that engages and delights skiers and snowboarders?Lift Line ExperienceAspenware Labs Case Study
  4. Question 2:Can a delightful lift line experience convert skiers and snowboarders into advocates for a skiing and snowboarding resort?Lift Line ExperienceAspenware Labs Case Study
  5. Hypothesis 1: Skiers and snowboarders will be delightedif given the ability to watch entertaining and engaging videos about skiing and snowboarding while waiting in the lift line.Lift Line ExperienceAspenware Labs Case Study
  6. Hypothesis 2: Skiers and snowboarders will be delightedif given the ability to participate in other fun activities while waiting in the lift line.Lift Line ExperienceAspenware Labs Case Study
  7. Hypothesis 3: Skiers and snowboarders who are delighted while waiting in the lift line are more likely to become advocates for the resort they are at.Lift Line ExperienceAspenware Labs Case Study
  8. MethodologyWe surveyed skiers and snowboarders to gauge their level of dissatisfaction with the liftline experience and to gain insights into the types of interactions and experiences theywould enjoy while waiting in a lift line.We designed a new lift line experience based on customer research and insights andhypothesized delighters.We rapidly prototyped the new lift line experience in our customer lab.We invited skiers and snowboarders to participate as testers in the lift line experience.We ran a simulation of the new lift line experience and recorder testers’ reactions andfeedback.We analyzed tester’s reactions and feedback and identified what worked, what didn’twork, and opportunities for improvement.We are planning to make (and test) iterative and incremental improvements to the liftline experience with the goal of doing a field test sometime in the near future.Lift Line ExperienceAspenware Labs Case Study
  9. Kano Survey QuestionsHow would you feel about watching X-Game videos while waiting in the lift line?How would you feel about waiting in the lift line without any videos?How would you feel about a live trivia game with prizes while waiting in the lift line?How would you feel about waiting in the lift line without a trivia game?How would you feel about using your mobile device to unlock secret fun facts about the mountain and runs whilewaiting in the lift line?How would you feel without any way to learn about the mountain and runs while waiting in the lift line?How would you react to getting up-to-the-minute ski conditions, such as crowd levels and power depth, whilewaiting in the lift line?How would you react if you could not see up-to-the-minute ski conditions while waiting in the lift line?How would you react if an employee handed out candy or goo to you in the lift line?How would you react if no one gave you candy or goo in the lift line?How important is this to you?Lift Line ExperienceAspenware Labs Case Study
  10. Survey ResultsLift Line ExperienceAspenware Labs Case Study
  11. Survey ResultsLift Line ExperienceAspenware Labs Case Study
  12. The Lift Line ExperienceA team of 4 people created and executed the lift line experience in 3 days.A customer research campaign and Kano survey were created and distributed to an internally selected targetaudience consisting of skiers and snowboarders. The campaign and survey were created, distributed, and analyzedusing Aspenware’s Customer Research tool.An augmented reality app was created using Qualcomm’s Vuforia augmented reality engine. The app detectsimage targets and plays a video super-imposed on specific targets when the user taps the screen.Image targets consisting of people skiing and snowboarding at Aspen Mountain were downloaded from the Internetand printed large enough for the augmented reality app to identify at a reasonable viewing distance.A Simulated lift line was constructed in the Aspenware office using inexpensive materials. The image targets weremounted on a simulated sign next to the simulated lift line. A video of an actual lift being loaded and unloaded atAspen was displayed on a 60” television to simulate the feel of a real lift line.Testers were invited to come to the Aspenware office on a Friday afternoon dressed in their skiing andsnowboarding gear to participate in the simulated lift line using the augmented reality app.Testers were videotaped and their responses were recorded for later analysis. Some testers were interviewed aswell.Lift Line ExperienceAspenware Labs Case Study
  13. The Lift Line Experience Video of lift Targets on a “Sign” AR App playing video Snow “Skiers” & “snowboarders” going through lineLift Line ExperienceAspenware Labs Case Study
  14. The Lift Line Experience Lift line targets viewed through augmented reality appTapping here plays video Lift Line Experience Aspenware Labs Case Study
  15. The Lift Line ExperienceRapid Prototyping the Customer Experience Blog PostVideo 1Video 2Lift Line ExperienceAspenware Labs Case Study
  16. Reactions & FeedbackOverall we observed a positive, engaged audience.Even when the videos did not work for some targets, testers remained engagedseeking out the videos that worked.Every time someone discovered a new video they expressed their delight whichquickly attracted other testers to try as well. “Oh Wow! That’s crazy” “Wow! That’s awesome”Lift Line ExperienceAspenware Labs Case Study
  17. Results & AnalysisKey Insights: We thought a live trivia game with prizes would be a hit. According to our research, it would actually be a negative experience. Being able to see real-time run conditions (powder depth, number of people on the run, etc.) would very attractive to people and would fall somewhere between a delighter and a performance feature. The testers were definitely delighted watching videos in the lift line with our augmented reality app. Testers enthusiastically expressed their delight to others when they discovered a new video and this led to other testers joining the experience. Some of the videos were too interesting and the line slowed down!Lift Line ExperienceAspenware Labs Case Study
  18. Next StepsBased on what we learned from the initial lift line experience, we plan to go throughmore iterations in preparation for a field test.The next iteration will test displaying real-time run conditions in an augmented realityapp when a skier or snowboarder points their smartphone at a map of the mountain orsimilar target.We want to test the likelihood that a skier or snowboarder will share their experience(e.g. via Facebook or Twitter) and advocate for a resort in the context of the lift lineengagement/experience.We are thinking about ways to deal with the possibility that the lift line will slow downbecause skiers and snowboarders are too engaged.We are actively seeking partners to work with to field test our lift line experience at anactual ski and snowboard resort.Lift Line ExperienceAspenware Labs Case Study
  19. Contact UsIf you would like to learn more about how we approach software product design anddevelopment at Aspenware, please send an email to Jeremiah Fellows atj.fellows@aspenware.com.Lift Line ExperienceAspenware Labs Case Study

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