Product Design



Product Design



My Role

UX Designer & Researcher
DesignLab Student

Time to hit the slopes.

Powder is a newly established skiing and snowboarding event that travels across North America to major skiing and snowboarding resorts from November to April. As the UX Designer and Researcher, I was tasked with defining Powder’s new brand identity as well as designing a responsive website that allows visitors to purchase event tickets, merchandise, and view upcoming event details online.
  • Design Powder’s event registration website.
  • Define Powder’s new brand identity.
  • Design a selection of limited merchandise.
  • A responsive website that allows customers to register for, and purchase tickets for upcoming events.
  • A clear event details page with with a schedule breakdown.
  • A simple straight-forward registration and checkout process.
  • A brand identity that balances a modern style with a retro color palette, focusing on creating an energetic, bold, and loyal vibe.
  • Designs for exclusive limited edition merchandise to be sold at the event booth and on their future online shop.



In order to successfully launch this project, I needed to understand the goals and pain points of our customers. To do this, I defined a few key questions to focus my research on.

  • Who are our customers?
  • What do our customers expect when purchasing tickets or registering for an event?
  • What information is needed in order for our customers to confidently register for an event?

Through a competitive analysis, an interview with an industry expert, and group interviews focusing on event planning, event experiences, event registration, and brand loyalty, I found that event goers are look for convenience, clear information and details, and new experiences relating to their specific interests.

The key to gaining customers is to first garner interest, and the key to maintaining those customers is to provide a consistent and clear experience around the Power events.



Based on my initial research, I identified user personas, defined the user and business goals, established a product roadmap, and put together the sitemap for Powder.



In order to prepare for the design of Powder’s website, I began by creating quick sketches and then more defined wireframes in Figma. For branding inspiration, I created a mood board with examples of layouts, color palettes, fonts, and imagery.



Using my mood board for inspiration, I created a brand identity for Powder including logos, a color palette, font selections, and some basic UI elements. I applied the branding to my low-fidelity wireframes in order to create high-fidelity screens for desktop, tablet, and mobile. As the final step in the design process, mid-fidelity prototypes were created to test the overall flow of the website and the ease of the checkout flow.



I conducted usability testing of 6 mid-fidelity desktop screens for the website. Users were given a specific task to register for the Halfpipe Snowboarding event at the Mt. Bachelor, Oregon, and also purchase a general admission ticket for a friend.

The users answered a few post-test questions around their experience, the timing it took them to complete the task, and any confusion that they came across.

Using my notes and observations from the usability testing, I put together an affinity map and identified priority revisions that would make the biggest impact in the remaining project timeline.

The main concerns were around the amount of detailed information provided. Some of those adjustments were made, while others were noted and would be included on the successful payment screen and a follow up event email. Overall the test was a success, with minimal changes to the design.

Next Steps

Iterations and edits were made to the existing screens to better suit our user’s needs. It was determined that a confirmation page with more specific event details would be needed in order to deliver the necessary user experience for a successful launch. Once the confirmation page is designs, all of the screens will be passed off to the Development team for implementation.