Client: Royal Caribbean
Role: Product Design Manager
Date: Dec 2019
Azamara is a unique premium cruise line that specializes in cultural immersion and longer stays. In 2019, Azamara introduced curated land-only vacation packages alongside their cruises. Something revolutionary in the cruise industry. However, the web booking experience left much to be desired—users found searching for itineraries confusing and the actual booking process was long and outdated.
I was tasked with leading a team that consisted of a lead designer, a visual designer, and a UX researcher to craft a beautiful and intuitive experience. Informed by data and research, we crafted a mobile-first web booking experience that exceeded our guests’ expectations while allowing the business to launch its new land program offerings.
The one thing we weren't lacking for this project was data, so we started by gathering as much of it as possible. Our team looked at the various sales funnels for Azamara, paying particular attention to cruise bookings through their website. Next, we conducted stakeholder interviews with our various business partners to better understand the current and future needs of the company. While looking at competitors, we discovered a lot of other cruise lines had very similar booking flows and noticed no cruise line was truly pushing the boundaries of online cruise booking which was a big area of opportunity.
In order to better understand our customers, we conducted user interviews in which we observed as guests interacted with the current web booking experience. From this, we were able to compile the key pain points and users’ needs.
Iterative Design & Testing
After synthesizing all of this research, our team embarked on divergent design concepts which helped to shape the foundation of our designs. A key consideration was to have a quick and modern booking flow that could work seamlessly on any device, but especially on mobile web. This was a very collaborative part of the process since we involved business and product partners, engineers, and researchers to ensure we were reviewing and narrowing down options together before moving into higher fidelity designs.
During our hi-fi phase, the team came up with several variations for key patterns and interactions. We used Adobe XD and remote user testing to run quick preference tests for areas of the experience like search, itinerary pages, and parts of the booking flow. The visual inspiration from the design came from modern booking flows for airlines and events, but always staying true to the Azamara brand.
Still in development