CLIENT

Carnival UK
2017

CHALLENGE

Redesign the MyCruise Guest Experience as a white label for P&O, Costa Crociere, Cunard and other brands of the group as a unified experience. One unique design to fit multiple brands. Goal of the project was to increase the conversion rate for cruise activities & packages, creating an “immersive experience” that could pamper & inspire customers.

STRATEGY

MyCruise as in itinerary of opportunities. Be an inspiration for the customers, letting them finding new holiday opportunities every day.

CHANNELS

Responsive website.

FEATURES

• Shore excursions

• Dining bookings

• Spa & Salon

• Gifts

• Reservation process

PERSONAL NOTES

This project had me travelling to Southampton weekly for more than 6 months, and have a direct relationship with the Stakeholders. This allowed me to level up my coordinating skills - as I needed to communicate changes & reasonings to other designers and enable them to update designs before the next meeting.

Design Process

3 BRANDS, 1 EXPERIENCE

Aim of the project was to create a while label solution who could fit multiple brands in terms of functionalities and identities. We started with a deep analysis of the 3 brands already existing solutions, mapping all features in order to identify a common core.

In addition to that, we had to keep in mind a work-in-progress module library which was being designed for the brands public websites.

We had to merge our ideas with the already designed modules, done by another agency. Fun, huh?

Everything started with the modules mapping, abstracting them to a level where they could be used for multiple contents, even if initially though for specific usages.

COLLABORATIVE WIREFRAMING

After the mapping was completed, the creative part started and the wireframing phase started.
Cruises have very peculiar marketing logics and rules, for this reason it was essential to involve stakeholders as much as possible.

Also, none of us ever went on a cruise before, reason why we needed a continuous support from the client team.

Multiple times a month, I flew to Southampton to present and discuss designs together with all stakeholders.

Design pillars

We realized that the project was very wide and that we could approach it in many ways, from the design perspective.

Building a while label means designing abstracting brand personalities and stay concentrate on a set of key pillars.

We needed to define our design pillars, to look at them every time we were in doubt when designing something.

• AN EVERY-DAY DISCOVERY - Being inspiring was one of the most important points. This let us think about creating more immersive landing pages for specific sections, instead of building concise and practical pages.

• A SAFE PORT - Find cruise information easily. Provide clear directions, be transparent, let clients feeling safe.

• AN ITINERARY OF OPPORTUNITIES - The itinerary needed to be at the center of the experience. We imagined it as a movable and flexible module that could be included in every page, if needed.

The pillars have been well received and actually helped during the design phase. Having few solid principles helped the whole team converging on the best solutions.