User Research – SW x Andermatt Swiss Alps
USER RESEARCH | HUMAN-CENTRED | USER EXPERIENCE | COVID19
Type: White Paper/Case Study
Client: Andermatt Swiss Alps
Keywords: Start-Up, User Research, Winter sports, Covid19, Touchpoints, Customer Journey, Personas, Customer Centricity, White paper, Empathy
Setup: Team Work (1 Business Consultant, 1 Business Innovation Intern, 1 Design Consultant)
My Role: User research (from preparation to execution), coordination of interviewees, a joint production of documentation
Project Time: 1 month, followed by a final remote call and round table with presentation and Q & A for the client
Date: Autumn/Winter 2020Introduction
This study is based on qualitative user research as applied in the context of classic "user-centred design" projects. The aim of qualitative user research is to build empathy for users, in this case for winter sports enthusiasts. The reader should be able to emotionally and rationally imagine the winter sports experience under Covid-19 conditions along the entire "ski day" process and thereby develop a holistic feeling for the perceptions, needs and expectations of winter sports enthusiasts.
Challenge
This user research is based on observations and semi-structured interviews with 74 winter sports enthusiasts conducted between 31 October and 10 November 2020 in the Andermatt and Engelberg-Titlis regions. We observed how people react to the current challenge and conditions in the specific context of "ski resort". Through subsequent interviews, we gained in-depth insights into what explains the respective behaviour. Afterwards, the data was analysed and the results processed for this report.
Deliverable
With this study, we try to close the gap between the intended behaviour and the actual actions of winter sports enthusiasts. The results thus form the basis for optimising the Covid-19 measures. In concrete terms, the aim is to maximise the well-being of winter sports enthusiasts, to create positive experiences or to promote risk-minimising behaviour in a positive way within the framework of the legally prescribed measures.
Conclusion
In developing the study design, we worked together with Andermatt Swiss Alps, in coordination with other Swiss winter sports regions and other associations like Schweiz Tourismus.
