Gamification of the Customer Journey at a Ski Resort

Abstract

This paper explores the enhancement of the customer journey at a Finnish ski resort and aims to create a theoretical framework for using gamification in the service design process. We have used the service design method and design tool Comicubes as a solution prototype, which ski resort workers engaged with to create a new gamified concept for its target consumers. The customer journey map provides a structured visualisation of a user’s experience at a ski resort. The customer journey enhanced through gamification creates a value-creating system for the ski resort, which presents the network of actors and their relationships that jointly create an offering. This study presents the results of a service design process for a customer journey, which goes through four stages presented in new play theory, namely wow, flow, double-flow and glow. These stages guide the designers and developers using gamification to give customers an overall more interactive and engaging experience in a real ski resort context.