Carnival Cruise Search and Booking

Website Design

Carnival Cruise Search

and Booking

Website Design

Carnival Cruise Search and Booking

Website Design

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

THE CHALLENGE

THE CHALLENGE

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.

THE DESIGN PROCESS

THE DESIGN PROCESS

Research

RESEARCH

full process_research

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.

Carnival-existing-flow
Current vs Proposed

CONCEPT

CONCEPT

FULL PROCESS-CONCEPT

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.

DESIGN PROCESS

DESIGN 

full process_design

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. 

Cruise Detail Page
Onboard Activities
Stateroom

DESIGN HIGHLIGHTS

DESIGN HIGHLIGHTS

cruise-search

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. 

 

  • Instant gratification  - The home page turns into the search 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. 
Cruise-Details
primary-traveler
payment-amount

* I added the visual desing instead of the wires, since it is a image based experience. 

TEST

Creative Process - test

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.

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.

user testing quotes
A/B testing

RESULTS

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.

CASE STUDY VIDEO

CASE STUDY VIDEO

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