The Challenge
Ski Dubai is one of Dubai's most iconic attractions, drawing visitors from across the globe. While the snow park continued to delight visitors, the customer journey before and after - "the warm side" - had lost its impact and was ready for reimagination before upgrade works began.
The ambition was to design a visitor experience that would build towards the emotional high of being on the snow and provide a memorable goodbye.
Setting a vision for consistency and growth
Engine worked side by side with Ski Dubai’s customer experience team to reimagine the end-to-end customer journey. The goal was to bring the same sense of wonder as the skiing experience to the whole journey as well as providing elegant fixes for some of the known issues such as buying the right ticket, supporting customers to move step-by-step through the equipment fitting and hiring process and to give visitors confidence from the moment they arrived.
Seeing the journey through visitors' eyes
We combined survey data, social media feedback, visitor and staff shadowing and in-situ interviews to map visitors’ emotional journey of the experience.
The research revealed key moments missing from the current journey, highlighting moments visitors wanted but weren’t currently getting.
We defined three areas for reimagining the visitor experience that would have the biggest impact:
- Doing the simple things amazingly well
- Telling better stories
- Making our people the heroes
Doing the simple things amazingly well
Simplifying information and improving signage created a more seamless step-by-step journey that begins before guests arrive.
Telling better stories
Building stronger storytelling into the whole journey. For such an extraordinary attraction, the moments before and after the snow experience felt underwhelming and more operational than emotional.
Making our people the heroes
We wanted staff to play a bigger role in shaping the experience, not just handling the basics. The opportunity was to help colleagues contribute to the magic of the experience, not just administer it.
