Travelers Now Book Cruises Seamlessly on Virgin Voyages
Virgin Voyages, a global cruise company focused on delivering joyful travel experiences, aimed to improve their mobile booking experience due to low conversion rates. With the Monstarlab team, we focused on the following challenge: "How might we improve the mobile booking flow to encourage users to complete their bookings?"
*To comply with my non-disclosure agreement, some information has been omitted.
Virgin Voyages, a global cruise company focused on delivering joyful travel experiences, aimed to improve their mobile booking experience due to low conversion rates. With the Monstarlab team, we focused on the following challenge: "How might we improve the mobile booking flow to encourage users to complete their bookings?"
*To comply with my non-disclosure agreement, some information has been omitted.
A glimpse of the final design, allowing users to easily view and edit their trip details.
While 60% of users entered the booking flow via mobile web, desktop conversion rates were significantly higher. This gap pointed to challenges with the mobile experience. It became crucial to identify user issues and improve the flow.
Immersive Research
To understand people's challenges, I worked with the data team to analyze funnel insights and heat-maps. I conducted a UX Heuristic Audit, reviewed best practices in Benchmark Analysis, mapped User Flows, and gathered firsthand insights through User Interviews aboard a ship in the Bahamas with my team.
The opportunity for Virgin was clear: simplifying the booking flow with intuitive navigation and mobile-friendly interactions. Users were drawn to the mobile booking flow for its ease of use and flexibility when exploring cruise options.
Intuitive Flow
Reduce the steps and make interactions mobile-friendly to allow users to continue their journey smoothly
Enhanced Exploration
Improve navigation, filtering, and cruise discovery features for more efficient and joyful browsing
Simplified User Control
Provide greater flexibility in checkout to enable users to modify bookings without frustration
I collaborated with my team to prioritize high-impact areas and created core UX flows for A/B testing to ensure we identified the most effective solutions.
Move Through Steps Faster
Move Through Steps Faster
The previous price breakdown page overwhelmed users with excessive scrolling and a complex layout. Simplifying the design via reconsidering the information architecture improved the speed. Users were 4.3% more likely to complete the booking process.
The previous price breakdown page overwhelmed users with excessive scrolling and a complex layout. Simplifying the design via reconsidering the information architecture improved the speed. Users were 4.3% more likely to complete the booking process.
Decision Making Simplified
Decision Making Simplified
Users previously had to navigate to multiple pages to view the details about the cruises they wonder about, which were causing drop-offs. By displaying key details upfront, engagement increased by 20% and bookings by 5.7%.
Users previously had to navigate to multiple pages to view the details about the cruises they wonder about, which were causing drop-offs. By displaying key details upfront, engagement increased by 20% and bookings by 5.7%.
More Intuitiveness and User Control
More Intuitiveness and User Control
Users were frustrated with seeing multiple edit options, and editing would restart their process. Introducing a modal with an abort option kept users in the flow. 6% clicked edit, and 45% clicked ‘Continue’.
Helping users discover recommendations
Helping users discover recommendations
Users struggled to notice 'recommended' voyages due to complex visual hierarchy. Via designing dynamic modules, we made the recommendations more prominent and scalable, resulting in a 6.2% increase in engagement.
Besides generating core UX flows, I proposed new features to address user pain points.
One such idea was the "Cruise Curator" game, a visually engaging feature that offers cruise selections to simplify decision-making. It is currently in testing with our client.
Users struggled to find cruises that matched their preferences. This feature provides an engaging way to guide users for browsing cruise options.
5.7%
Increased mobile bookings through data-driven design changes and A/B tests
$20 million
Projected this amount of annual revenue impact
Case Study by my team is here.
