Project: Website Re Design
Project: Mobile App Design
Project: Website Design
Agency: SapientNitro
Agency: SapientNitro
Agency: SapientNitro
Role: Experience Designer Lead
Role: Senior Experience Designer
Role: Experience Designer Lead
Carnival Cruise Line needed to transform its relatively generic search experience into a more engaging one that would help increase conversion by driving qualified visitors into the booking funnel.
Carnival Cruise Line needed to transform its relatively generic search experience into a more engaging one that would help increase conversion by driving qualified visitors into the booking funnel.
We conducted our own UX audit, reviewed existing analytics and heat maps to identify problem areas and opportunities. We did a competitive analysis inside the cruise category and analyzed different sites across industries to find examples of what we consider best in class in different criteria.
As result we understood users behavior and their need of explore different content across the site.
We conducted our own UX audit, reviewed existing analytics and heat maps to identify problem areas and opportunities. We did a competitive analysis inside the cruise category and analyzed different sites across industries to find examples of what we consider best in class in different criteria.
As result we understood users behavior and their need of explore different content across the site.
Our redesign changed Carnival’s text-based search results to an interactive photo-based
mood board: one that surfaced destinations,excursions, and activities immediately, showing
users the real value of their potential trips in only one page.
Our redesign changed Carnival’s text-based search results to an interactive photo-based
mood board: one that surfaced destinations,excursions, and activities immediately, showing
users the real value of their potential trips in only one page.
Our redesign changed Carnival’s text-based search results to an interactive photo-based
mood board: one that surfaced destinations,excursions, and activities immediately, showing
users the real value of their potential trips in only one page.
Our redesign changed Carnival’s text-based search results to an interactive photo-basedmood board: one that surfaced destinations,excursions, and activities immediately, showing users the real value of their potential trips in only one page.
We broke down the information users need in order to book a cruise, destination, ship, staterooms and price and played with different treatments for each section until we got a quick scan, easy to digest cruise page.
We also analyzed the process of booking and noticed we could remove a few elements and steps, so users will provide only the information needed to take a trip.
We broke down the information users need in order to book a cruise, destination, ship, staterooms and price and played with different treatments for each section until we got a quick scan, easy to digest cruise page.
We also analyzed the process of booking and noticed we could remove a few elements and steps, so users will provide only the information needed to take a trip.
Instant gratification - The home page turns into the search results page
Photo Based results
Quick view of the destination ports (not a map - not a list)
Quick Price comparison
Surfaced destinations, excursions, and activities immediately on the cruise detail page
Only required one traveller information
Payment options are presented as early as possible.
* I added the visual desing instead of the wires, since it is a image based experience.
We had 3 main testing moments.
We had 3 main testing moments.
Concept online user testing (static comps)
Moderate testing using an Axshare interactive prototype
Lastly, after the site launch we got the opportunity to be continue improving the site trhough A/B Testing.
Itinerary views went up by 52%, and we saw a 9% increase inoverall bookings on Carnival.com. Since more people booked online, rather than calling thecustomer service center, Carnival saved millions in operating costs.
Itinerary views went up by 52%, and we saw a 9% increase inoverall bookings on Carnival.com. Since more people booked online, rather than calling thecustomer service center, Carnival saved millions in operating costs.
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