- Client
- Lenzerheide & Inside Labs
- Role
- Experience Design & Product Strategy
- Timeline
- 2019–2020
- Industry
- Tourism / Destination
- System
- Experience
- Domain
- Tourism
- Design Lever
- Gamification
- Primary Outcome
- Participation
- Framework
- Destination Experience System
Executive summary
Lenzerheide had already won riders with world-class trails — but the destination relationship ended when they left the mountain. As Design Director and Advisor, the work defined an experience layer that extended engagement through community, progression, and competition.
Result: 40,000+ downloads in the first season. 400,000+ user interactions. 4+ App Store rating. Milestone Innovation Award and Best of Swiss Apps Award 2020.
Key outcomes
- Defined a gamification model built around how riders naturally discover trails, track progress, and compete
- Prototyped and validated high-fidelity flows in Figma before visual execution and development
- Integrated the experience into Inside Labs’ Omni destination platform for a new summer season context
- Strengthened Lenzerheide’s position as a connected biking ecosystem — not only a physical trail network
Principles
- Destination loyalty is a system design problem — marketing campaigns create awareness; product systems create participation.
- Gamification works when it extends the physical experience riders already value; replacing the ride with a screen fails in mountain tourism.
- Community participation must be measurable from launch — design the engagement signals before the feature backlog.
- Platform partners and destination brands need distinct identity within shared infrastructure; coherence and local character are not opposites.
Digital rider engagement vs. trail-only experience
How gamification extended the destination relationship beyond the descent — grounded in launch and platform metrics
900 km trail network
Tourism app ceiling
Challenges & clan battles
Omni destination loop
Weak digital engagement·Strong digital engagement
Sustained relationship
Visit ends on mountain
Inside Labs · Lenzerheide · Pinkbike launch narrative · season & cumulative metrics
Bike Kingdom
Inside Labs & Lenzerheide — gamified mountain destination platform
Key metrics
40K+
Downloads during the platform’s first season
400K+
User interactions across trails, challenges, and progression
4+
App Store rating from riders
2
Innovation awards in 2020 (Milestone & Best of Swiss Apps)
Framework
Destination Experience System
The Destination Experience System transforms trail networks, visitor profiles, seasonal patterns, and community data through a gamified experience platform into visitor participation, community building, destination loyalty, and measurable trail usage. Physical infrastructure becomes input; digital engagement is the core mechanism; loyalty and commerce are outputs. Bike Kingdom demonstrated that tourism destinations can design adaptive experience systems — not just market them.
Inputs
Core System
Gamified experience platform that connects physical trails to digital engagement
Outputs