Royal Caribbean. New to cruise website section.

Royal Caribbean wanted to attract people who wouldn’t normally book cruise holidays. And answer any questions they may have. Ideally using existing content.

Task

Researched and engaged with the online cruise community. Identified questions new customers might have about cruise holidays. Enabling me to identify existing content that would be of value to users.

Action

Produced wireframes to demonstrate a journey for new to cruise customers. Included responsive layouts. Indicating how content could be presented to users on mobile devices.

Result

Wireframes that repurposed existing FAQ content. And incorporated existing user generated content from social media.

Sketches & wireframes

Existing homepage

Existing homepage

Carousel item aimed at new to cruise market including CTA. Alternative promo panel to appeal directly to new to cruise market.

Existing homepage

Existing homepage

Carousel item aimed at new to cruise market including CTA. Alternative promo panel to appeal directly to new to cruise market.

Landing page

Landing page

Presenting video content relevant to new to cruise market. Scroll functionality for additional content. Supporting copy displayed in page. CTA to booking process.

Landing page

Landing page

Presenting video content relevant to new to cruise market. Scroll functionality for additional content. Supporting copy displayed in page. CTA to booking process.

Alternative landing page

Alternative landing page

Populated with existing FAQ content. Using identical functionality previously used to present video content. Positive UGC from social media networks.

Alternative landing page

Alternative landing page

Populated with existing FAQ content. Using identical functionality previously used to present video content. Positive UGC from social media networks.

Responsive layouts

Responsive layouts

Video navigation in page or via menu. Copy displayed in page. Providing identical content as desktop. Not assuming context in which the page is being accessed.

Responsive layouts

Responsive layouts

Video navigation in page or via menu. Copy displayed in page. Providing identical content as desktop. Not assuming context in which the page is being accessed.