Design Royal Caribbean Hot deals website
Design Process
My Role in the Project
In 2019, while working at R11 Travel, the official representative of Royal Caribbean in Brazil, I served as the web designer responsible for designing the screens for the Royal Caribbean offers site. This site was used for Flash Sales and Black Friday campaigns that year.
Design Process
The project arose from the need for a dedicated channel to promote cruise offers, which had previously been communicated only via email marketing and travel consultants. The goal was to create a site specifically for Flash Sales and Black Friday offers, providing an efficient and engaging purchasing experience.
Research and Understanding
The first step was to conduct a thorough understanding with the sales and marketing departments of the company. We identified the need for a site that could centralize and optimize the promotion of offers, something that had not been done before.
Following this phase, I conducted in-depth research and benchmarking with other tourism and cruise companies to understand best practices and identify relevant trends. This research helped define the ideal features and structure for the site, based on user expectations and market strategies.
Design and Prototyping
With the insights gained, I began developing interaction flows and low-fidelity prototypes. These prototypes were used to validate the information architecture and page layout with the sales and marketing team, ensuring that both departments’ needs were met.
The focus was on creating a fast and intuitive purchasing experience, with a design that facilitated navigation and conversion. Elements were incorporated to highlight offers and streamline the purchase process, reducing the number of steps needed to complete the transaction.
After validation with the internal team, I developed a high-fidelity prototype, which included refined visual elements and more detailed interactions. This prototype was essential for the final implementation of the site, accurately reflecting user needs and company expectations.
Results
The new site was well received during the Flash Sales and Black Friday campaigns, providing users with a quick and efficient purchasing experience. The implementation of UX best practices helped increase conversion rates and customer satisfaction, meeting the project’s objectives.
