Project Summary
Virgin Voyages is an adults-only cruise line that sails to various destinations around the globe. The focus of this project was to reimagine a set of flows for Virgin Voyage’s website. I was asked to deliver the stakeholders a minimum-viable product within a set time period.Â
Problem:Â Users struggle to remember the details of cruises when looking at various options and they want to choose their cabin location when booking a cruise.
Solution:Â Virgin Voyage's reimagined flows allow users to compare up to 4 cruises side-by-side and give them the option to choose their cabin location or be automatically assigned a location when booking.
Timeframe:
• Research: 2 weeks
• Define: 1.5 weeks
• Design: 1.5 weeks
• Prototype & Test: 1 week
Roles:
• UX Researcher
• UX/UI Designer
Tools:
• Figma
• FigJam
• Useberry
Key Solutions
Detailed itinerary | Compare cruises  | Select cabin location
Looking for an overview of the key solutions and final wireframes? Look no further! Click through to see the wireframes and brief explanation of the solutions.
Wondering how I arrived at these solutions? Continue reading!
Research
Competitor Analysis | User Interviews | User Persona | Usability Competitor Analysis
Competitor Analysis
I conducted a competitor analysis to determine the strengths and weaknesses of the competitors, and to see what features are industry standard and what can set Virgin Voyages apart. I checked Celebrity Cruise Line, Royal Caribbean International, and Carnival Cruise Lines. I discovered that Virgin Voyages is the least-known cruise line and that more users are on mobile devices for Virgin Voyages than any competitors, so a responsive website is a necessity.Â
Common weaknesses of the competitors include messy or overwhelming websites, missing information during the booking process, and responsive websites that aren't very smooth. The common strength is easy-to-find or automatically applied promotions.
User Interviews
A survey was conducted with 12 participants to get baseline information about users' experiences and goals when researching and planning a cruise. I conducted 3 user interviews to dig deeper and gain an understanding of how users feel about Virgin Voyage's existing website.
During the interviews, I discovered that users wished for a new feature that Virgin Voyages doesn’t offer: a side-by-side comparison of cruises. They were also very interested in being able to choose their cabin location instead of being automatically assigned one.
Users disliked that they had to click into the itinerary to see how many days a cruise is sailing versus docked. They also felt that there weren't enough details about the onboard amenities and excursions during the booking process. Finally, the cost was the most common reason for a user abondoning the booking process. Here is a snippet of the affinity map I created to recognize patterns in the survey and interview responses.
User Persona
