Carnival

Discovery Phase

Through our discovery phase, which took a couple of weeks to complete, we discovered why bookings were low. Customers were overwhelmed by the sheer amount of information to be provided at once.

Following a competitor analysis, we found that almost all cruise lines faced similar challenges.

Having gathered all the information, the team and I brainstormed over some key questions:

• How will it function?
• Where can we reduce content without losing critical details?
• Can we make it simple and intuitive?

All in an effort to:

• Reduce booking abandonment
• Increase engagement
• Provide contextual information

In the end, I proposed a vertical scrolling full-page experience as a clear path to completion with contextual information at a glance.

I developed a visual booking experience that maps the entire ship. Providing a seamless guide to customers at every step.

During the early design phase, I proposed the concept of floating objects. Pillows, hats, and flip flops would parallax down to the ship, against a sky blue background. It felt more engaging, but lacked key functionality.

The new design direction adopted some of the components from the earlier design exploration, helping us determine the next steps with greater speed.

We launched the project in 2015, achieved our goals of increasing Carnival’s online bookings and reducing cancellations, and won several awards.

Several key features remain the same since the launch, despite the many changes.