LAAX — Location-Aware Pay-as-you-go Experience

Transforming an overwhelming ski ticket system into an intuitive, pay-as-you-go mobile experience tailored to users in real time.

LAAX operates a highly complex ticket ecosystem across multiple zones and seasonal offerings.

This project rethinks the booking logic through a context-aware mobile approach — simplifying booking, navigation, and pricing while reducing cognitive load and preserving flexibility.

Project Scope

Reframing the booking experience for a digitally native, experience-oriented audience through a mobile-first approach.

Role: UX/UI Designer
Scope: Concept · User Flows · Low- to High-Fidelity Prototyping (Paper, Balsamiq, Figma)

Product Context
LAAX operates a multilingual, multi-product ticketing ecosystem with high complexity due to seasonal offers, zone pricing, and optional services - creating cognitive overload during booking.

Problem

The existing LAAX booking system had evolved into a highly fragmented ticket ecosystem with hundreds of zones, options and combinations.

Users struggled to:

  • understand what was included

  • compare pricing transparently

  • avoid double-booking

  • confidently choose the right option

This complexity increased cognitive load and risked drop-offs during the booking process. The challenge was not adding more features — but reducing complexity while preserving flexibility.

Solution

A Smart, Location-Aware App - To address this complexity, I designed a smart, location-aware mobile experience that guides users through booking and navigation in real time.

Key design principles:

• Progressive disclosure
• Context-driven filtering
• Transparent pricing logic
• Mobile-first clarity

The app automatically detects the user's location on the slopes using sensors and GPS. It recommends relevant routes and tickets based on live data

Transparent pricing structure - clear overview of what is included, preventing overpayment and double-booking. Users can see including for companions (family or friends), what they’ve already booked, and what they still need – reducing confusion and ensuring peace of mind

The entire booking and activity planning process is more intuitive, faster, and mobile-first

The result is a more intuitive, faster and confidence-driven booking experience.

Market & Pattern Analysis

To understand how complex booking systems are structured, I reviewed existing ski resort apps and digital ticket platforms.

The analysis focused on:

• Navigation structure
• Pricing transparency
• Step logic in booking flows
• Context-aware features

Key observations:

Most systems rely on static ticket grids, forcing users to manually compare options.

• Most platforms overload users with ticket combinations upfront
• Pricing breakdowns are often hidden or unclear
• Few systems adapt dynamically to user context

This informed the decision to design a progressive, context-driven booking model.

Interaction Model

The core idea was to shift from a static ticket overview to a dynamic, location-aware logic that adapts available options in real time.

This reduces the need for users to manually compare dozens of combinations.

Key Design Decisions

• Why location-aware instead of static filters
• Why step-by-step instead of overview grid
• Why pricing transparency first

From Concept to Prototype

  • Competitive Analysis (Benchmark Review, Best Practice Exploration, Pattern Analysis)

  • Paper sketches

  • Lo-Fi Balsamiq wireframes

  • High-fidelity interaction prototype in Figma

Lo-Fi Wireframes

The ticket overview was redesigned into a step-by-step decision flow.
Pricing clarity was prioritized through simplified breakdown views.

High-Fi Prototype

Concept Outcome

The proposed interaction model reduces the need for users to manually compare complex ticket combinations.

By introducing contextual logic and progressive decision-making, the booking experience shifts from static selection grids to guided, confidence-driven choices.

The prototype demonstrates how cognitive load can be reduced without limiting flexibility.

Outcome Highlights

• Reduced manual ticket comparison
• Introduced progressive booking logic
• Improved pricing clarity perception