End client: Virgin Voyages | Consultancy: POKE (Publicis) | Role Senior UX Designer
Summary
I was the Senior UX Designer responsible for crafting the digital experience for the launch of Virgin Voyages, a brand new cruise line venturing into a new industry for Virgin. As part of an agile team, I focused on creating a seamless and enjoyable user experience across both the marketing website and booking flows. This involved understanding the Virgin brand, the cruising industry, and the needs of a diverse user base.
Through iterative design, and close collaboration with Virgin stakeholders, I delivered a website that successfully launched alongside Virgin Voyages brand and achieved remarkable business results. The website's enduring success, even after six years, is a testament to its user-centered design and ability to adapt to the evolving needs of the brand and its customers.
Creative workshop facilitation
Process & Results
Agile methodology: Worked within an agile framework, collaborating closely with visual designers, developers, and product owners in two-week sprints to deliver incremental improvements and respond to feedback effectively.
Information architecture: Developed a clear and intuitive information architecture for the website, organizing content in a way that was easy to navigate and understand.
Interaction design: Designed engaging and user-friendly interactions, guiding users through the marketing and booking flows with clarity and ease.
Component library and guidelines: Created a comprehensive component library and design guidelines to ensure consistency and efficiency across the website.
Page pattern design: Developed effective page patterns for various use cases, including modals, popups, and FOMO workflows, to optimize user engagement and conversion.
Cross-channel strategy: Developed a strategy for promoting Virgin Voyages across various channels, including social media, to reach a wider audience and drive bookings.
Detailed wireframing and annotation: Created detailed wireframes and annotations to communicate design specifications to developers, ensuring accurate and efficient implementation.
Stakeholder collaboration: Presented design solutions to Virgin stakeholders weekly, effectively communicating design decisions rational and incorporating their feedback into the iterative design process.
Successful website launch: Successfully launched the Virgin Voyages branded website, a critical milestone in the brand's entry into the cruise industry.
Significant booking increase: Contributed to a 28.5% increase in bookings, demonstrating the effectiveness of the user-centered design in driving conversions.
Strong revenue impact: Generated a projected revenue impact of $20 million, highlighting the website's contribution to the brand's financial success.
High category ranking: Achieved a top 10 category rank in Travel and Tourism in the USA, demonstrating the website's visibility and appeal to target audiences.
Long-term success: Created a website design that has remained relevant and effective over the years, showcasing the design's enduring quality and adaptability.