Digital Brand Support and Responsive Booking Engine Redesign for 2-Day Cruise Line
Case StudyBAHAMAS PARADISE CRUISE LINE
Bahamas Paradise Cruise Line had recently worked with another agency to redesign their browsing and booking site. After launch they had run into several problems within the booking flow user experience and were also unsatisfied with the lengthy and costly process needed to make basic site updates or run promotions.
They approached us to help them with overall website UX and Design improvements, promotional support, and to redesign their responsive booking flow.
THE FINAL SOLUTION
We re-structured their global module system and transferred everything over from hard-to-update heavy Illustrator files to Sketch. This allowed for new items to be implemented swiftly and responsively. We went through a large initiative to re-architect and re-design their booking flow from the ground up. We also worked with them on a day-to-day basis to provide UX recommendations and detailed design comps for each section of the site since most things weren’t fully covered in the original redesign. We attacked each section in an agile, iterative approach, working with and managing hand-offs to QA their offshore development team. We delivered all global modules, 200+ wireframes and 400+ detailed design mobile and desktop comps.
SPECIALIZATIONS WE USED
Collaborative Vision & Planning
User Experience/User Interface Design
Digital Brand Guidelines
Detailed Design Comps
Digital Style Guides
Technical Planning & Best Practices
Bahamas Paradise Cruise Line had just undergone an extensive redesign with another agency that left them unsatisfied.
After understanding what Bahamas Paradise Cruise Line’s goals, objectives, and challenges were from stakeholder interviews, we did an evaluation of their site, reviewed site analytics, and conducted several user tests to understand the main friction points of the booking funnel. We provided them with all identified areas of opportunity in overall UX, social strategy, promotional management, and internal processes, along with a full project plan on how to implement our recommended solutions. The plan included timelines, delivery dates, and project breakdown details. We aligned with the client on these deliverables and gathered all development and business requirements prior to diving into content strategy, wireframes, and visual design.
We worked very closely with key stakeholders within their marketing and development teams to re-architect and re-design their booking funnel. We started by taking them back to the overall flow, creating several potential user flows to solve for major identified user experiences issues as well as some of their more complex scenarios like multiple stateroom booking, multiple destination, and cruise & stay options.
By gathering inspiration from forward-thinking practices outside of the typical cruising landscape, we were able to address the larger flow issues as well as implement a custom solution for their unique promotional and booking process. We created a more useful global booking navigation and used the concept of a scrolling calendar to make the date and itinerary selection easy, quick, and informative.
Each layout was designed to work within the responsive global module and grid system.
In addition to the larger UX initiatives, we also provided promotional support by creating landing pages, homepage module tiles, and messaging in at a “quick turn-around” pace. Since we properly set the team up for success in the beginning, the promotional deliverables are always made on-time and stayed true to the brand style guidelines.
By creating a clear path for users to find what itinerary they want, explore available promotions, and easily book their cruise, we were able to increase their conversion rate by 3.6% within the first 6 months of launch.
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