Taipei Arena Ice Land
Revamping an Outdated Desktop Website into a Mobile-Friendly Ice Skating Course App

Taipei Arena Ice Land
Revamping an Outdated Desktop Website into a Mobile-Friendly Ice Skating Course App

Designed and developed an app to enhance the ice skating course booking experience at Taipei Arena Ice Land by streamlining communication and digitizing the reservation process, ensuring a seamless and efficient user experience.

Role in Team of 4

UX Researcher & UX Designer

UX Researcher & UX Designer

Industry

Sport & Entertainment

Sport & Entertainment

Duration

2022.09 - 2023.02

2022.09 - 2023.02

2022.09 - 2023.02

Contributions

Enhancing the ice skating course booking experience through a mobile-friendly app based on user research ⛸️

Contributions

Enhancing the ice skating course booking experience through a mobile-friendly app based on user research ⛸️

Conducted User Research ✏️

Led user interviews and field studies to understand skaters' pain points and booking challenges.

Led user interviews and field studies to understand skaters' pain points and booking challenges.

Performed Competitive Analysis 🔍

Analyzed existing booking systems to identify best practices and opportunities for improvement.

Analyzed existing booking systems to identify best practices and opportunities for improvement.

Designed UX Wireframes 📝

Created wireframes and prototypes, refining designs based on user feedback and usability testing.

Created wireframes and prototypes, refining designs based on user feedback and usability testing.

Developed an Intuitive User Flow 📱

Designed a seamless booking flow, ensuring a smooth user journey from browse to pay.

Designed a seamless booking flow, ensuring a smooth user journey from browse to pay.

01 Background

Problems

Information is separated on different pages, and the website isn't responsive, causing inconveniences and confusions for users.

Problems

Information is separated on different pages, and the website isn't responsive, causing inconveniences and confusions for users.

Desk research

Desk research

😵

😵

😵

Signing up does not allow users to choose which coach's lesson they wish to take.

Signing up does not allow users to choose which coach's lesson they wish to take.

😅

😅

😅

By no means can the beginners know what equipment they need before entering the ice rink.

By no means can the beginners know what equipment they need before entering the ice rink.

🤨

🤨

🤨

Relevant information is all over the place.

Relevant information is all over the place.

😱

😱

😱

The course must be registered on the spot by appointment.

The course must be registered on the spot by appointment.

Challenges

Companies' issues cause an inefficient working process and poor user experience.

3 major business issues in daily operation:

  • The number of customers changes rapidly

  • Few course buyers want to keep learning

  • High labor demand to handle the bookings

Result in ”lower revenue and higher costs”

  • Spending unnecessary labor costs

  • Diminishing the long-term revenue

  • Insufficient manpower during peak hours

Goals

To design a mobile-friendly course app to improve customer experience and enhance work efficiency for staff.

02 Discovery

Research Insights

Through various user research, we understand users' exercise habit and their mental model of taking ice-skating courses.

Research Insights

Through various user research, we understand users' exercise habit and their mental model of taking ice-skating courses.

Survey

T

T

Take courses

Take courses

Class frequency

Class frequency

Skating frequency

Skating frequency

Usually skate with?

1~3 times/week

1~3 times/week

More than once every 3 months

More than once every 3 months

Friends/Family

Friends/Family

Alone

Alone

Friends/Family

Friends/Family

Alone

Alone

Often

Often

Seldom

Seldom

F

F

Interview

Random skater

Random skater

Designer

"I haven't purchased a course because my schedule is not fixed, and I have extensive experience. So I don't need the coach"

"I haven't purchased a course because my schedule is not fixed, and I have extensive experience. So I don't need the coach"

Student

"The beginner's zone on the ice rink diagram is significantly compressed, and occasionally, skilled skaters zoom through, creating a rather daunting experience."

"The beginner's zone on the ice rink diagram is significantly compressed, and occasionally, skilled skaters zoom through, creating a rather daunting experience."

We found that for most ice skaters...

We found that for most ice skaters...
01
Forgetting to prepare gloves for the first time often happens.
02
Buying course is the motivation to go ice skating.

Signed up trainee Skating beginner

Signed up trainee Skating beginner

Student

"The uncertainty arises from not knowing how many people are in the class. The information only says that there are available slots, leaving number of participants, scheduling, and teaching methods unknown until you enter the venue."

"The uncertainty arises from not knowing how many people are in the class. The information only says that there are available slots, leaving number of participants, scheduling, and teaching methods unknown until you enter the venue."

Student

"Registering with friends together can motivate me keep the exercise habit. Additionally, purchasing a package with a limited number of sessions encourages regular attendance, as the sessions need to be utilized within a specific timeframe."

"Registering with friends together can motivate me keep the exercise habit. Additionally, purchasing a package with a limited number of sessions encourages regular attendance, as the sessions need to be utilized within a specific timeframe."

We found that for beginners...

We found that for beginners...
01
Beginners feel uncertain when signing up for courses.
02
Class with high ability gap, making beginners feel nervous.
03
Unclear division of the ice rink, making them feel oppressed.

Field Study

Peak hours are extremely crowded and instructions for borrowing equipment are unclear.

Competitive Analysis

Clear information can increase the willingness of users to ask for the next step and boost credibility.

Clear information can increase the willingness of users to ask for the next step and boost credibility.

Own website and app provide the advantage of delivering comprehensive services and seamlessly integrating information.

Own website and app provide the advantage of delivering comprehensive services and seamlessly integrating information.

Making appointments and payments through LINE (App) offers a cost-effective and easily accessible solution.

Making appointments and payments through LINE (App) offers a cost-effective and easily accessible solution.

Key Decision

Beginners are more likely to encounter problems when they first try ice skating and are willing to purchase courses. Therefore, we set our target audience as beginners to improve user experience.

Key Decision

Beginners are more likely to encounter problems when they first try ice skating and are willing to purchase courses. Therefore, we set our target audience as beginners to improve user experience.

03 Define

Personas

Set beginners who have uncertainty and fear of missing as the persona.

Personas

Set beginners who have uncertainty and fear of missing as the persona.

Customer Journey Map & Opportunity Areas

Scenario: A beginner wants to take part in a course with friends without any skating experience.

Customer Journey Map & Opportunity Areas

Scenario: A beginner wants to take part in a course with friends without any skating experience.

Ideation

How might we improve the enrollment process and make ice skating a habit for Crystal?

Ideation

How might we improve the enrollment process and make ice skating a habit for Crystal?

HMW 01
Take the uncertainty out of enrollment 😰 ?
HMW 02
Make skating a sustained exercise habit 🏃🏻 ?
HMW 03
Makes beginners feel less crowded‍‍ 👩‍👧 ?
MVP (Minimum Viable Product)

Figuring out the must-have features in the app by thinking of the MVP (minimum viable product).

01 Online registration and appointment

Simplified user flow, One-stop solution

02 Add friends and course group

Provide motivation for sustained exercise habits

03 Book a lesson with personal preference

Enable users to choose less crowded environment
Iteration

Through usability testing findings, we make the following design changes to cater to user needs.

Iteration

Through usability testing findings, we make the following design changes to cater to user needs.

Users Feedback

01

01

Coaches’ teaching style is the most important thing.

Coaches’ teaching style is the most important thing.

02

02

User wants to make an appointment for friends.

User wants to make an appointment for friends.

03

03

Add the customer service function into the App.

Add the customer service function into the App.

04

04

Add story function to increase user using rate.

Add story function to increase user using rate.

Design changes

01

01

Click the date on the calendar to make an appointment.

Click the date on the calendar to make an appointment.

02

02

Tooltip be less intrusive.

Tooltip be less intrusive.

03

03

Move the course booking survey to the notification.

Move the course booking survey to the notification.

04

04

User wants to filter the week first, then select the coach.

User wants to filter the week first, then select the coach.

Visual Design changes

01

01

Adjust the main visual theme to look like ice.

Adjust the main visual theme to look like ice.

02

02

Categorize various courses with 3D icons.

Categorize various courses with 3D icons.

04 Deliver

Deliverables

An app that combines all the information in one place for users to enroll, book, and manage the ice-skating courses with friends.

Deliverables

An app that combines all the information in one place for users to enroll, book, and manage the ice-skating courses with friends.

Deliverables

An app that combines all the information in one place for users to enroll, book, and manage the ice-skating courses with friends.

3 main features of the APP

Book lessons based on congestion levels of the venue.
Book lessons based on congestion levels of the venue.
Schedule lessons with your friends with just a few clicks.
Schedule lessons with your friends with just a few clicks.
Share learnings with friends in the same course group.
Share learnings with friends in the same course group.
Retrospective

Start with the service, step into users' shoes, and then refine the interface.

⛸️ Impact

service-first approach to improve booking

User research and competitive analysis revealed inefficiencies, leading to a service-driven redesign that streamlined communication and accessibility for skaters.

📱 Lesson Learned

beyond UI: designing for the full journey

Optimizing the entire booking flow, not just the interface, ensured a seamless and intuitive mobile experience from class discovery to reservation.

Retrospective

Start with the service, step into users' shoes, and then refine the interface.

⛸️ Impact

service-first approach to improve booking

User research and competitive analysis revealed inefficiencies, leading to a service-driven redesign that streamlined communication and accessibility for skaters.

🤝 Lesson Learned

beyond UI: designing for the full journey

Optimizing the entire booking flow, not just the interface, ensured a seamless and intuitive mobile experience from class discovery to reservation.

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Let’s get in touch!

myra.chen960193@gmail.com

Copyright 2025 by Myra Chen

Let’s get in touch!

myra.chen960193@gmail.com

Copyright 2025 by Myra Chen

Let’s get in touch!

myra.chen960193@gmail.com

Copyright 2025 by Myra Chen