POWDR Corp, like almost all other winter resorts, uses third-party providers to provision many of its products, including lift tickets. While the convenience of using another's platform has benefits, the downside has always been the inability to customize the experience and integrate it with the rest of the web experience. Bouncing guests to an e-commerce site requires them to learn its design language, a risky necessity, until now.

Partnering with Hoorooh Digital, Brighter Side developed the UX strategy, UI design, and post-launch customer insights plan for a headless e-commerce feature that will soon launch at one of POWDR's flagship winter resorts, Killington.

Extensive research in travel and entertainment categories revealed several customer experience models. In looking at these models, the critical insight was that the most efficient customer experience revealed key decisions only when needed to be made. The progressive reveal approach to guest choice is found in the feature to be launched at Killington.

Brighter Side encouraged this design approach not only because of the simplicity of the model but also because it is employed by other brands in the travel category. And most travelers spend their time not on POWDR's resort sites so using experience models found successfully elsewhere reduces cognitive load.