Celebrity Cruises
Celebrity Cruises are an American premium cruise company. They have a fleet of 16 ships and sail the world over. They stand for quality and their brand proposition is 'Modern Luxury'.
Brand new build
Royal Caribbean Cruises (Parent company) wanted a full Celebrity Cruises redesign and build with what was a new responsive website with a focus on the education of the brand and ability for streamlined booking.
Nominated for Website of the year
Prolific North Awards
Exploring
At Building Blocks (bought out by Dept) we worked agile and started the project with an explore phase. This meant exploring everything about the industry, the competitors, the current website, reference of modern website design techniques we liked and then outlining our vision for the site. All of this output went onto a wall and from that we could then start to wireframe it out and test some journeys.
Land ahoy
After the explore phase outputs where agreed with the client and testing results came back positive the site could then be wireframed in confidence to a more detailed level of structure and content. We could see what it looked like but we werent there yet.
It was all produced in Axure so that the site could be navigated around and tested further with simple tasks at different breakpoints.
Visual design and prototype
Finally after I had sketch out the wireframes with our UX guy Craig Brewster it was over to visual design. This phase covered visuals at multiple breakpoints, after effects animations to show movement and visuals and the content of each page. We used Marvel and Invision to prototype how it would feel.
Let's make sure it's good
As we went through the design process we built more detailed HTML, Axure and Marvel prototypes. This enabled us to validate our thinking, test important journeys and see how the visual design feels on multiple devices, especially important was how the different card designs and full screen navigation felt on mobile.
Keeping the content simple
When the framework of the website was in place and the look and feel was set it was over to the content managers to populate with the content, I would then take a consultancy role, advising on key pages. This consisted of the right mood for images and what to say in the most simple way possible.
The content was structured so that every page had aspirational content balanced with more functional content, this way if someone wasn't hooked by the page then we had an onward journey on offer to go and find the pages that they would be more interested in.
