Wagner Skis — Personalization in Motion

Designing for Wagner Skis wasn’t about selling skis. It was about capturing a feeling—speed, freedom, the quiet of carving down a tree-lined slope with perfect control. Wagner isn’t a typical ski company. They build fully custom skis for each individual rider, based on everything from body mechanics to skiing style to favorite terrain.

I had the privilege of working with Pete since the inception of his custom ski business. His vision was bold and grounded: to harness technology and science to craft the ideal skis for imperfect humans. Not the fastest. Not the flashiest. The right skis—for you. That philosophy guided everything we built together.

I created the very first Wagner Skis website, helping bring the brand online at a time when the idea of custom skis was still niche. From the start, my role extended beyond design—I supported branding, product strategy, process design, and digital outreach, helping define how Wagner introduced itself to the world.

As the company grew, so did the opportunity to refine the experience. The original site had good bones, but it no longer captured the emotional resonance or technical precision that Pete and his team delivered in every pair of skis. Personalization wasn’t shining through. The process felt overly functional, and new visitors had to dig to understand what made Wagner different.

So I started where Wagner starts: with the skier. I interviewed customers, combed through feedback, and even reviewed GoPro footage of real riders navigating the mountain. What stood out most was how they talked—not about specs or features, but about trust, flow, and finally finding the right fit. That insight became the foundation for the redesign.

I led a complete rethinking of the site’s architecture, tone, and design. The new interface embraced simplicity and space. Content was rewritten to feel personal and encouraging, without losing its technical credibility. The ski builder tool transformed from a data entry experience into a guided conversation—one that gave users clarity and confidence at every step.

Alongside the visual and UX work, we evolved the brand voice: knowledgeable, grounded, and inclusive. The outreach became less about selling skis and more about welcoming skiers into a mindset—one where better gear means a better relationship with the mountain.

The result is a digital experience that mirrors the physical one: thoughtful, responsive, and custom to the core. Whether you’re chasing powder in the backcountry or cruising groomers on the weekend, the site now reflects the same care and craft that goes into every pair of skis Pete builds by hand.