Ski Pass Checkout Flow Redesign
Martin Losoviz
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Posted Feb 14, 2026
Research study for Epic Pass acquisition journey and returning skiers, uncovering many product blockers, traveler setup, and a challenging checkout experience.
Hypothesis:
Confusing flow and lengthy checkout process seems to be costing Vail millions, leaving New Users lost and pushing Returning Customers away.
Problem
The traveler assignment setup is overwhelmingly complex, requiring users to navigate multiple steps and unclear options when configuring passes for families or groups.
This complexity compounds with confusing product discoverability and a lengthy checkout process, leaving new users lost and frustrating returning customers.
The result is high abandonment and significant revenue loss.
Solution
Enhance product discoverability with clear search and browse options, supported by intuitive filters that help users quickly find the right passes.
Streamline the traveler assignment setup through a guided flow that makes multi‑traveler configurations simple and efficient.
Shorten checkout process to deliver a frictionless experience that builds trust, boosts conversions, and recaptures lost revenue.
Exploration
Exploration
