Carnival Summary to Checkout
Product design, UX/UI, visual design
The Problem
Carnival Cruise Lines looked to refresh their summary to check-out process by making updates to the design to go into A/B testing. The e-commerce site amounts to millions of annual sales so the team preferred to run testing on the updates instead of doing a complete over-haul.
Upon developing the work we asked ourself a question:
How can we reduce pain points within the user experience ensuring a smooth and seamless check-out process?
Role & Timing
My role on the project was Senior Art Director (Product Designer) responsible for both UX and Visual Design. I worked under the guidance of Huge Group Directors Diego Nicolau and Jennifer Dunnam.
The process of brand audit, ux/visual reskin and attaining stakeholder buy-in was completed within 4 months.
Defining The Audience
The majority of Carnival users fall into two main buckets of families with young children and and mature couples looking for a getaway. Given the large purchase price (average sales amounted to $1.5k) and the complexity of the information within the booking flow (rooms, spa packages, etc) most transactions occurred on desktop. However, understanding the increasing trend toward mobile usage we prioritized this medium ensuring proper usage within the responsive design.
Industry Audit
We looked to assess how consumers where solving their current travel needs and came across several discount sites as well as other cruise lines that offered similar destination packages.
The Design Process
The design process here called for minor tweaks to the user flow. The goal was to instead take the user research provided by the Carnival business analyst team regarding comments on the cluttered interface and other problem areas in the design. We went through each of the current screens marking up the positive and negative features. Making notes on the things that were working as well as things we looked to modify.
User Flow
Wireframes
Final Design
The Outcome
These new features are undergoing A/B testing and are slowly trickling out across the site. Take a look at and book you next cruise with Carnival today.
Group Design Director: Diego Nicolau | Group Experience Design Director: Jennifer Dunnam | UX Designer: Jonathan Chan | Copywriter: Sara Commet