Cruising, Confidently

Inspiring New-to-Cruise Customers

Cruising, Confidently

Inspiring New-to-Cruise Customers

Cruising, Confidently

Inspiring New-to-Cruise Customers

Cruising, Confidently

Inspiring New-to-Cruise Customers

Cruising, Confidently

Inspiring New-to-Cruise Customers

CONTEXT

A 24-hour hackathon for Royal Caribbean's "New-to-Cruise" line as part of a Brainstation course.

TEAM

Kara Cheng

Justin Ma

Boubacar Traore

Yacine Amrouche

Jose Liquet

Ben Heaps

MY ROLE

Interaction and Experience Design, Project Management, Research, Copywriting

TOOLS

Figma

Figjam

Github

Photoshop

Illustrator

AT A GLANCE

I served as one of two UX designers on an interdisciplinary team during a 24-hour hackathon with Royal Caribbean International. Our challenge was to create an innovative solution to attract more new-to-cruise customers. We aimed to develop a user-centric feature—a modal popover on the cruise line's website—that identifies and caters to the unique needs of first-time cruisers.


By designing an engaging quiz that guides new users toward personalized cruise options, our goal was to simplify their decision-making process, enhance their booking experience, and ultimately increase Royal Caribbean's conversions.

THE CLIENT

A global leader in the cruise industry, Royal Caribbean International offers innovative and unforgettable vacation experiences on the high seas. The company caters to a diverse clientele ranging from families to adventure-seekers. Their dedication to excellence and innovation makes them a prime example of a brand that places user experience at the forefront of its business strategy.

Macbook Air

THE PROBLEM

The "new-to-cruise" segment comprises individuals with no cruise experience, but are curious to learn more about cruising as a vacation option. Although the Royal Caribbean site offers a wealth of information for first-time cruisers, the content is very dense. New cruisers, who may already feel apprehensive about booking, might not have the patience to sift through all of it.


Through conversations and observations, we discovered Royal Caribbean's goals:


  1. Generate interest in cruises among those unfamiliar with them.

  2. Reduce information overload for new users.

  3. Address the emotional journey of first-time cruisers.

  4. Decrease the high drop-off rates during the booking process.

RESEARCH & BRAINSTORMING

RESEARCH & BRAINSTORMING

As one of the lead researchers, I initiated a creative brainstorming session using FigJam as our collaborative platform. Our team began with an in-depth evaluation of the existing site to assess its effectiveness in attracting new-to-cruise customers. We used methods such as on-site visits and observation, note-taking, and market research involving both our client and their customers. To extract key insights from the substantial amount of data collected, we created an affinity map and organized our ideas thematically.

This comprehensive approach helped us paint a clear picture of the motivations, obstacles, and needs of Royal Caribbean International's target audience: New cruiser's. We found that their limited understanding of the cruise product leads to confusion and frustration as cruise terminology and brand-specific products can feel more alienating than inviting.

MAPPING THE OPPORTUNITY

MAPPING THE OPPORTUNITY

With our research in mind, we asked ourselves: How might we offer learning opportunities and deliver a unique shopping experience for our “new-to-cruise” customers that inspires confidence in their purchase?


These findings then helped us with creating our initial user journey map, through which we narrowed down the three main users - families, couples, and single individuals. 

our users journey

Scenario:

Bob is new to the cruising experience and feels overwhelmed by the plethora of options and information. He wants to book his first cruise but doesn't know where to begin.

Quote:

Trying to figure out how to book a cruise shouldn’t feel like running an obstacle course. I just want things to be clear and straightforward, with a bit of help along the way. Not everyone finds this stuff easy!

Expectations:

Bob expects that Royal Caribbean's website will provide all the tools he needs to book his cruise smoothly. He anticipates that the process will be intuitive and straightforward, even for someone new to cruising.

Browsing casually, beginning to consider a cruise.

Looking up basic information about cruising.

Looking at specific cruises, reading about others' experiences.

Finalizing the cruise, considering deals and packages.

Planning for the trip, organizing work schedule.

Preparing for the cruise, joining online discussions.

"Cruises seem interesting, but where do I even begin?"

"What does a cruise entail? What can I expect?"

"This sounds great, but will I enjoy it as much as others?"

"Am I choosing the right cruise for my needs and budget?"

"Do I have everything I need? What should I expect?"

"This is more incredible. Why haven’t I tried this sooner?

Intrigued, Uncertain

Overwhelmed, curious

Interested, cautious

Decisive, anxious

Excited, stressed

Amazed, Content

Distribute engaging and informative content that sparks interest in mental health topics relevant to students.

Introduce a comprehensive mental health app that can supplement therapy sessions with toolkits, self-guided programs, and a support system to enhance the student's journey in managing their mental health.

Provide a centralized digital resource list or website that simplifies the search for mental health services.

Curiosity

Social media, travel blogs, online advertisements

Exploration

YouTube, TripAdvisor, cruise forums

Consideration

Email, live chat, phone support


Decision

Booking platform, customer service interactions.

Preparation

Email, website


First Experience

Onboard Wi-Fi, cruise staff, in-cabin services

Facilitate peer-led workshops or discussion groups where students can share experiences and advice about navigating mental health resources.

our users journey

Scenario:

Bob is new to the cruising experience and feels overwhelmed by the plethora of options and information. He wants to book his first cruise but doesn't know where to begin.

Quote:

Trying to figure out how to book a cruise shouldn’t feel like running an obstacle course. I just want things to be clear and straightforward, with a bit of help along the way. Not everyone finds this stuff easy!

Expectations:

Bob expects that Royal Caribbean's website will provide all the tools he needs to book his cruise smoothly. He anticipates that the process will be intuitive and straightforward, even for someone new to cruising.

Browsing casually, beginning to consider a cruise.

Looking up basic information about cruising.

Looking at specific cruises, reading about others' experiences.

Finalizing the cruise, considering deals and packages.

Planning for the trip, organizing work schedule.

Preparing for the cruise, joining online discussions.

"Cruises seem interesting, but where do I even begin?"

"What does a cruise entail? What can I expect?"

"This sounds great, but will I enjoy it as much as others?"

"Am I choosing the right cruise for my needs and budget?"

"Do I have everything I need? What should I expect?"

"This is more incredible. Why haven’t I tried this sooner?

Intrigued, Uncertain

Overwhelmed, curious

Interested, cautious

Decisive, anxious

Excited, stressed

Amazed, Content

Distribute engaging and informative content that sparks interest in mental health topics relevant to students.

Introduce a comprehensive mental health app that can supplement therapy sessions with toolkits, self-guided programs, and a support system to enhance the student's journey in managing their mental health.

Provide a centralized digital resource list or website that simplifies the search for mental health services.

Curiosity

Social media, travel blogs, online advertisements

Exploration

YouTube, TripAdvisor, cruise forums

Consideration

Email, live chat, phone support


Decision

Booking platform, customer service interactions.

Preparation

Email, website


First Experience

Onboard Wi-Fi, cruise staff, in-cabin services

Facilitate peer-led workshops or discussion groups where students can share experiences and advice about navigating mental health resources.

our users journey

Scenario:

Bob is new to the cruising experience and feels overwhelmed by the plethora of options and information. He wants to book his first cruise but doesn't know where to begin.

Quote:

Trying to figure out how to book a cruise shouldn’t feel like running an obstacle course. I just want things to be clear and straightforward, with a bit of help along the way. Not everyone finds this stuff easy!

Expectations:

Bob expects that Royal Caribbean's website will provide all the tools he needs to book his cruise smoothly. He anticipates that the process will be intuitive and straightforward, even for someone new to cruising.

Browsing casually, beginning to consider a cruise.

Looking up basic information about cruising.

Looking at specific cruises, reading about others' experiences.

Finalizing the cruise, considering deals and packages.

Planning for the trip, organizing work schedule.

Preparing for the cruise, joining online discussions.

"Cruises seem interesting, but where do I even begin?"

"What does a cruise entail? What can I expect?"

"This sounds great, but will I enjoy it as much as others?"

"Am I choosing the right cruise for my needs and budget?"

"Do I have everything I need? What should I expect?"

"This is more incredible. Why haven’t I tried this sooner?

Intrigued, Uncertain

Overwhelmed, curious

Interested, cautious

Decisive, anxious

Excited, stressed

Amazed, Content

Distribute engaging and informative content that sparks interest in mental health topics relevant to students.

Introduce a comprehensive mental health app that can supplement therapy sessions with toolkits, self-guided programs, and a support system to enhance the student's journey in managing their mental health.

Provide a centralized digital resource list or website that simplifies the search for mental health services.

Curiosity

Social media, travel blogs, online advertisements

Exploration

YouTube, TripAdvisor, cruise forums

Consideration

Email, live chat, phone support


Decision

Booking platform, customer service interactions.

Preparation

Email, website


First Experience

Onboard Wi-Fi, cruise staff, in-cabin services

Facilitate peer-led workshops or discussion groups where students can share experiences and advice about navigating mental health resources.

Our insights pointed us to three different opportunity spaces:​

  • Reduce the cognitive overhead of selecting a cruise (provide tangible value related to ease of use)

  • Foster curiosity and excitement for discourse surrounding cruises (intangible value)

  • Create a supportive space dedicated to new cruisers (aspirational value of belonging and active participation)

WHO ARE WE HELPING

Discovering the motivations behind each user group was essential in guiding us in the right direction. At this point, our team created a tangible personas to further aid in our design direction.

CONSTRAINTS + INITIAL INTERVENTIONS

CONSTRAINTS + INITIAL INTERVENTIONS

Having gathered research, completed the user journey maps and personas, my team and I arrived at two different design directions:

1. Streamlining Cruise Selection

Our research showed that Royal Caribbean's website frequently attracts first-time cruisers who often feel overwhelmed by the sheer number of options and the complexity of the booking process. These users need clear, intuitive guidance to help them navigate their choices without feeling lost or frustrated. By streamlining the cruise selection process, we can make it easier for these beginners to find and book the perfect cruise. This benefits both parties as new cruisers can easily book their dream vacations, and Royal Caribbean enjoys higher booking completion rates and satisfied customers.

2. Gamification

By integrating game-like elements into the booking process, such as an AI chatbot, reward systems, and other engaging features, we can transform a daunting task into an enjoyable adventure. Gamification not only enhances the user experience by making the process more fun and interactive but also fosters a stronger connection to the brand.

Given our time constraints, we quickly realized that integrating AI or comprehensive gamification features would be too time-consuming. Recognizing this, we propose to address new-to-cruise users needs by integrating an interactive quiz feature on the platform. By asking relevant questions, the quiz would provide personalized cruise recommendations, easing decision-making process.

SKETCHING OUT OUR SOLUTION

SKETCHING OUT OUR SOLUTION

Next, we quickly sketched out the quiz layout to provide the development team with a clear framework to start building the base.

BRINGING IDEAS TO LIFE

While the developers started working on the foundational structure, I, as one of the two designers, took on the task of translating our conceptual drawings into structured wireframes. Using Royal Caribbean's brand guidelines and information architecture, I ensured that every element aligned with their established visual identity.

Given the tight timeframe of the hackathon, we quickly moved into rapid prototyping. This allowed us to create functional models of our designs, providing a tangible sense of interaction and flow, as well as a UI library, making it easier to hand-off to developers. It was a challenging yet exhilarating process, and seeing our ideas come to life so quickly was incredibly rewarding.

THE PROPOSAL

The UX team took the lead in project planning and synthesizing our work into a comprehensive presentation for the Royal Caribbean team. We introduce an interactive quiz feature for the website to address the needs of first-time cruisers. This solution aims to:

  • Providing value to new cruisers by giving them the guidance they need to find a cruise specifically for them

  • Reduce cognitive overhead by streamlining the research process through an engaging quiz

  • Providing value to both users and the business by enhancing the user experience and potentially increasing conversions.

VALUE TO USERS

VALUE TO USERS

VALUE TO USERS

+ Clear guidance through the booking process.

+ Clear guidance through the booking process.

+ Clear guidance through the booking process.

+ Tailored cruise options based on individual preferences.

+ Tailored cruise options based on individual preferences.

+ Tailored cruise options based on individual preferences.

+ Increased trust in the booking process.

+ Increased trust in the booking process.

+ Increased trust in the booking process.

+ Interactive and engaging user journey.

+ Interactive and engaging user journey.

+ Interactive and engaging user journey.

VALUE TO BUSINESS

VALUE TO BUSINESS

VALUE TO BUSINESS

+ Higher likelihood of bookings from first-time cruisers.

+ Higher likelihood of bookings from first-time cruisers.

+ Higher likelihood of bookings from first-time cruisers.

+ Valuable data on user preferences and behavior.

+ Valuable data on user preferences and behavior.

+ Valuable data on user preferences and behavior.

+ Positive user experiences leading to repeat customers.

+ Positive user experiences leading to repeat customers.

+ Positive user experiences leading to repeat customers.

+ Innovative feature differentiating Royal Caribbean from competitors.

+ Innovative feature differentiating Royal Caribbean from competitors.

+ Innovative feature differentiating Royal Caribbean from competitors.

ALMOST THERE

Our team was thrilled to come very close to winning, ultimately securing second place. Although we didn't take the top spot, the judges' feedback was incredibly encouraging. They commended us for our highly organized presentation and our ability to stay true to the Royal Caribbean brand, which felt like a huge win in itself.


Post-hackathon, we were inspired to further refine our interactive quiz. In the second version, we incorporated feedback to enhance personalization and added more tailored recommendations, as well as engaging visual elements like interactive maps and connected the them to the cruise previews to make the experience more immersive.

REFLECTION

This project was my first introduction to working with a real client as part of a bootcamp and it really broadened my understanding of interaction and experience design. I was really proud of my team and I's ability to create a polished and meaningful intervention for Royal Caribbean's website. Our collaborative environment, filled with iterative feedback and shared decision-making, really highlighted the strength of our team's combined expertise. Using Figma's developer mode to create a comprehensive UI library was a game-changer; it helped us communicate our design decisions clearly and keep everything organized. This project also opened my eyes to the intersection of technology, business, design and experience as there was a lot of business research that went into it and while the user was at the forefront of the journey, so was the client.

ISHA UMAIMA

ISHA UMAIMA

Copyright ©2024 All rights reserved | Made by Isha Umaima

ISHA UMAIMA

ISHA UMAIMA

Copyright ©2024 All rights reserved | Made by Isha Umaima