Ski Dubai
UAE
Client: Digital labs, Majid Al Futtaim
Note: for confidentiality, some visual details have been redacted. Reach out to hear more about this project.
I led the content strategy for the Ski Dubai website refresh and new app by putting storytelling, accessibility, and reusable content design systems at the heart of the project. I worked closely with the UX and UI design teams along the way.
This content-first approach shaped how I approached other Global Snow products, namely the Snow Oman and Snow Abu Dhabi entertainment parks.
Laptop and mobile visual of final product.
Challenge
- Understand customers at a deeper level and provide them with a more personal online experience.
- Position Ski Dubai as a lifestyle snow destination, encouraging repeat visits by locals and tourists alike.
- Reimagine the story of Ski Dubai so that it appeals to the target audience segment and develop a new tone of voice.
- Create an ecosystem of scalable Global Snow products that sit across the region - starting with Ski Dubai.
- Build the content strategy for a new Ski Dubai app.
Content domain research in progress.
My process
- Kicked off with content domain discovery, industry benchmarking, taxonomic language research and set content character counts right from the start.
- Led weekly stakeholder workshops to understand business needs. These were balanced against the user research at hand.
- Set content objectives that formed the basis of the macro content strategies for both web and app.
- Web micro strategies for each of the storytelling pages set the foundation for my page sketches, and were then handed over to UX for high-fidelity wireframing.
- Oversaw accessibility standards were held up throughout the UX, UI, and copy sprints. Also ensured that content on web and app were in line with the content strategies.
- Built a Global Snow content design system and content strategies for the Snow Abu Dhabi and Snow Oman entertainment parks.
Homepage before
Events focused with no clear activity offering.
Homepage after
Short, purposeful content components that highlight key offerings, and help users along their booking journey.
Our penguins, before
Dense FAQ copy where the user had to dig for the information they needed.
Our penguins, after
Chose 3 key facts about penguins and turned them into fun quiz-like content components.
New pages introduced
Created new planning and guide pages that provided customers with information about what they can do at Ski Dubai, and what they need to plan for their day. Doing so relieved customer frustration online and on the ground.
Content design system
Created a content design system for Ski Dubai, Snow Abu Dhabi and Snow
Oman so that all content fragments and components were housed in one place.
Outcome
- Delivered 4 macro web and app content strategies, 15 micro web strategies, and 15 web storytelling page sketches. These provided users with content they need, as well as conversion touchpoints that captured customer data.
- Transformed the Ski Dubai narrative into a lifestyle destination by placing the snow park, ski school, penguin encounters, food and beverage, at the heart of customer experience.
- Worked on a gamified personal onboarding experience for app which determined skiing and snowboarding levels for users.
- Ran a stakeholder tone of voice workshop and provided copy guidance for each storytelling page content component
- Created a content design system for Ski Dubai, Snow Abu Dhabi and Snow Oman. This optimised the production process and set the foundation for future Global Snow products
Telling product stories
I face product design challenges with skill.
And I’ve got the curiosity and flexibility to match.