Website Redesign
NORWEGIAN CRUISE LINE
NCL
NCL
NCL
NORWEGIAN CRUISE LINE
Norwegian Cruise Line partnered with Slalom to revitalize its online presence and drive increased digital cruise bookings. Over the course of the project, our team redesigned the entire NCL website, from the homepage to vacation booking, with a focus on delivering an exceptional user experience. Our goal was to increase brand interest, enhance usability, and create a reusable framework for continual improvement. Through research, stakeholder collaboration, and user testing, we developed a streamlined, conversion-focused digital experience.
Role
UX / UI Design
Company
Slalom
Duration
6 Months
I led the redesign of key pages, concepted design ideas with the client, analyzed performance data, and maintained a scalable design system for consistency.
Our challenge was to combine the acquired products into an intuitive interface while, at the same time, seeking to add new capabilities
Our challenge was to combine the acquired products into an intuitive interface while, at the same time, seeking to add new capabilities
Redesigned Key Pages
Revamped multiple pages, including NCL Ships, NCL Experience, and NCL Staterooms, leveraging research and user feedback to create engaging, high-converting experiences.
Over the course of the project we conducted 20+ interviews with subject matter experts and existing users to better understand the challenge as well as potential opportunity areas
Over the course of the project we conducted 20+ interviews with subject matter experts and existing users to better understand the challenge as well as potential opportunity areas
Led Concepting & Design
Led sketching sessions with the client to brainstorm concept ideas, translating them into wireframes and responsive high-fidelity designs.
Incorporating the insights learned in the previous two phases, our team designed a high-fidelity, clickable prototype to share with the client and refine via user testing
Incorporating the insights learned in the previous two phases, our team designed a high-fidelity, clickable prototype to share with the client and refine via user testing
Analyzed Performance & Trends
Blueprinting
Reviewed NCL’s page analytics, including click rates and time spent on page, alongside competitive research to inform design decisions and optimize user engagement.
Next, we synthesized our findings from our research into a service blueprint and application map that would serve as a north star for prototype development and user testing
Next, we synthesized our findings from our research into a service blueprint and application map that would serve as a north star for prototype development and user testing
Maintained the Design System
Delivery
Collaborated with a large design team to refine components, document guidelines, and ensure consistency and scalability across the platform.
Prior to handoff, we compiled a style guide consisting of over 60 reusable components that would serve as the building blocks for a cohesive design system
Prior to handoff, we compiled a style guide consisting of over 60 reusable components that would serve as the building blocks for a cohesive design system
Before jumping into design, we conducted user testing, competitive analysis, page stat reviews, sketching sessions with the client, and created low-fidelity wireframes to inform our approach.
Activities (Left To Right): Competitive Audit, User Testing, Wireframes, Sketching Sessions
As we moved into design, I collaborated closely with a large design team, contributing components and making edits to the design system based on specific user needs.
Design System Componentry
Using insights from research and available components, we collaborated with stakeholders to define the experience for each page we were redesigning, ensuring alignment with user needs and business goals.
After completing research and drafting the guiding documents, a clickable prototype was designed for testing
NCL Chat
Seamless Support at Your Fingertips
I designed the NCL Chat flow to provide passengers with easy access to customer support while maintaining a smooth browsing experience. By placing the chat feature in an accessible yet unobtrusive location, we ensured it was available when needed without disrupting the user’s journey. Users could easily open and close the chat window as desired, allowing for a flexible, non-intrusive support experience.
Users needed a way of understanding deal progress in order to quickly communicate status to their clients when necessary. To enable this, we designed a tracker summarizing the four major steps of a deal so that legal professionals could easily view and communicate progress. An activity feed and task list provided additional visibility into potentially relevant items without the need for multiple clicks.
NCL Experience
Sparking Excitement To Cruise
For the NCL Experience page, we restructured the content based on click rates and performance data, ensuring the most engaging elements were front and center. By leveraging flexible componentry, we empowered content writers to easily customize and position content to drive users toward high-conversion pages. The design prioritized excitement through vibrant imagery while creating clear pathways that guided users effortlessly toward booking their next cruise.
Users needed a way of understanding deal progress in order to quickly communicate status to their clients when necessary. To enable this, we designed a tracker summarizing the four major steps of a deal so that legal professionals could easily view and communicate progress. An activity feed and task list provided additional visibility into potentially relevant items without the need for multiple clicks.
Ship Details
Bringing The Fleet To Life
We reimagined the Ship Details page to inspire travelers and streamline the booking journey. By keeping booking pathways always accessible, we made it easier for users to take the next step. Clear navigation and dynamic components allow content writers to highlight key features, ensuring information is easy to find while maintaining flexibility in storytelling.
Users needed a way of understanding deal progress in order to quickly communicate status to their clients when necessary. To enable this, we designed a tracker summarizing the four major steps of a deal so that legal professionals could easily view and communicate progress. An activity feed and task list provided additional visibility into potentially relevant items without the need for multiple clicks.
Onboard Packages
Seeing What's Available
We designed the onboard packages page with flexibility and ease in mind, offering multiple entry points for quick navigation. Packages are organized in a clear, digestible format, empowering users to find exactly what they need while driving a seamless booking experience.
Users needed a way of understanding deal progress in order to quickly communicate status to their clients when necessary. To enable this, we designed a tracker summarizing the four major steps of a deal so that legal professionals could easily view and communicate progress. An activity feed and task list provided additional visibility into potentially relevant items without the need for multiple clicks.
Lessons Learned
Lessons Learned
Importance of Flexible Content Management
Minimize learning curve
Throughout this project, we learned the importance of providing content writers with dynamic, flexible components. By allowing them to easily update and organize content based on performance metrics and shifting priorities, we ensured the site remained engaging and relevant. This approach also enabled better collaboration between teams, empowering content creators to craft tailored messages while maintaining a cohesive design.
Data-Driven Design Decisions
Minimize learning curve
By using a combination of user feedback, analytics (like click rates and time spent on page), and competitive analysis, we were able to make informed design decisions that resonated with visitors. This approach highlighted the need to continuously monitor and adapt to user behavior in order to optimize conversion and engagement, ensuring that each page was not only visually compelling but also strategically designed to drive business goals.