The document summarizes a case study conducted by Aspenware Labs to improve the ski lift line experience using augmented reality. They hypothesized that providing engaging videos and activities through an AR app would improve satisfaction. They prototyped the experience, testing it with skiiers. Testers were delighted by videos and expressed delight to others. The experience slowed lines as people engaged with it. Aspenware plans to iterate the experience and test it with real-time mountain data and field testing at resorts.

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Lift Line
Experience
Aspenware Labs Case Study Matt Mendrala
mobile@aspenware.com

2. Background
Skiing and snowboarding is a big part of the Colorado experience.
Through our work at Vail Resorts, Aspenware has been involved in developing
technology that helps create great experiences for skiers and snowboarders.
We decided to leverage our customer research and rapid prototyping expertise to
explore new opportunities to engage skiers and snowboarders on the mountain.
We started with the lift line experience because it is universally recognized as a
negative aspect of skiing and snowboarding.
Lift Line Experience
Aspenware 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 Experience
Aspenware 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 Experience
Aspenware Labs Case Study

5. Hypothesis 1:
Skiers and snowboarders will be delighted
if given the ability to watch entertaining and
engaging videos about skiing and
snowboarding while waiting in the lift line.
Lift Line Experience
Aspenware Labs Case Study

6. Hypothesis 2:
Skiers and snowboarders will be delighted
if given the ability to participate in other fun
activities while waiting in the lift line.
Lift Line Experience
Aspenware 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 Experience
Aspenware Labs Case Study

8. Methodology
We surveyed skiers and snowboarders to gauge their level of dissatisfaction with the lift
line experience and to gain insights into the types of interactions and experiences they
would enjoy while waiting in a lift line.
We designed a new lift line experience based on customer research and insights and
hypothesized 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 and
feedback.
We analyzed tester’s reactions and feedback and identified what worked, what didn’t
work, and opportunities for improvement.
We are planning to make (and test) iterative and incremental improvements to the lift
line experience with the goal of doing a field test sometime in the near future.
Lift Line Experience
Aspenware Labs Case Study

9. Kano Survey Questions
How 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 while
waiting 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, while
waiting 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 Experience
Aspenware Labs Case Study

10. Survey Results
Lift Line Experience
Aspenware Labs Case Study

11. Survey Results
Lift Line Experience
Aspenware Labs Case Study

12. The Lift Line Experience
A 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 target
audience consisting of skiers and snowboarders. The campaign and survey were created, distributed, and analyzed
using Aspenware’s Customer Research tool.
An augmented reality app was created using Qualcomm’s Vuforia augmented reality engine. The app detects
image 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 Internet
and 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 were
mounted on a simulated sign next to the simulated lift line. A video of an actual lift being loaded and unloaded at
Aspen 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 and
snowboarding 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 as
well.
Lift Line Experience
Aspenware Labs Case Study

13. The Lift Line Experience
Video of lift
Targets on a “Sign”
AR App playing video
Snow
“Skiers” & “snowboarders” going through line
Lift Line Experience
Aspenware Labs Case Study

14. The Lift Line Experience
Lift line targets viewed through augmented reality app
Tapping here plays video
Lift Line Experience
Aspenware Labs Case Study

15. The Lift Line Experience
Rapid Prototyping the Customer Experience Blog Post
Video 1
Video 2
Lift Line Experience
Aspenware Labs Case Study

16. Reactions & Feedback
Overall we observed a positive, engaged audience.
Even when the videos did not work for some targets, testers remained engaged
seeking out the videos that worked.
Every time someone discovered a new video they expressed their delight which
quickly attracted other testers to try as well.
“Oh Wow! That’s crazy”
“Wow! That’s awesome”
Lift Line Experience
Aspenware Labs Case Study

17. Results & Analysis
Key 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 Experience
Aspenware Labs Case Study

18. Next Steps
Based on what we learned from the initial lift line experience, we plan to go through
more iterations in preparation for a field test.
The next iteration will test displaying real-time run conditions in an augmented reality
app when a skier or snowboarder points their smartphone at a map of the mountain or
similar 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 line
engagement/experience.
We are thinking about ways to deal with the possibility that the lift line will slow down
because skiers and snowboarders are too engaged.
We are actively seeking partners to work with to field test our lift line experience at an
actual ski and snowboard resort.
Lift Line Experience
Aspenware Labs Case Study

19. Contact Us
If you would like to learn more about how we approach software product design and
development at Aspenware, please send an email to Jeremiah Fellows at
j.fellows@aspenware.com.
Lift Line Experience
Aspenware Labs Case Study