Re-envisioning the online experience for one of the world's largest cruise lines is a major task. As a luxury brand in the cruising industry, Celebrity's website had fallen behind the times in terms of technology, design and experience, and did little to serve their business needs or the expectations of high-end travelers.
Wayfinder partnered with AKQA New York to audit the existing site, which consisted of hundreds of pages, and devised a new architecture more aligned with the customer journey. We re-envisioned the entire experience, from how a trip is planned and booked, to the actual voyage, to the post-trip customer relationship.
A content audit of the entire site identified aging and must-have content that we organized into meaningful new groups. We prioritized content into an information architecture that better aligned with the customer journey, from first touch to post-trip, and the result was a structure so sound that it's still in use today.
We worked closely with AKQA to ensure that everything we conceptualized, from sketches to wireframes, was accurately implemented. Collaborating well with creative teams, whether in-house or with external partners, is critical to our ability to problem-solve on the fly and realize better experiences.
While the CelebrityCruises.com interface undergoes regular updates, the architecture and user experience we developed in 2010 really hasn't changed. This endurance is a testament to our ability to think long-term and develop bedrock solutions that not only adapt to new trends, but outlive them.
Please contact us to learn more about this project and discuss how we can help you.
Wayfinder is a digital experience design agency specializing in solutions that extend and enhance our clients' brands and enable their success. We plan and conduct research and design and develop websites and applications that educate, enable, entertain, and entice your audiences.
