The first Cruise online booking engine
Flight Centre | July 2018
I was the lead designer of an end-to-end booking and post-booking digital experience for a travel company who has 18,000,000+ users each year.
Project objectives
Flight Centre’s philosophy is to “Open up the world for those who want to see”, with that, one of the world’s largest travel agencies wanted to bring the ability of booking cruises online.
My objective was to design a responsive digital booking engine and post-booking email experience using a third-party white-label. This experience needed to be consistent with the established flights and hotels booking engine, as well as the flightcentre.com.au website.
I was responsible for…
- User experience research
- User experience analysis
- User experience strategy
- User interface design
- User testing sessions
Project details
Competitor analysis
A competitor analysis was done to review and understand the industry standard for online cruise booking experiences. This allowed me to grasp the level of UX and information user’s expect in today’s leading cruise ecommerce platforms.
Based on this analysis, and also understanding our existing flights and hotels booking experience, I provided conclusions that would give the new Flight Centre cruise booking engine a leading advantage.
User flows
With using a third-party white-label for the booking engine came a need to understand how this would integrate with the main flightcentre.com.au website. I mapped out how a user would flow into the booking engine from the main website, as well as the information architecture of the flow.
Wireframes
From the user flows, and the conclusions from the UX research, I developed wireframes for the cruise booking engine. This allowed us to understand and discuss how the white-label could be implemented, as well as any technical limitations.
User testing Hi-Fi prototype
As a design system for Flight Centre was already established, after the wireframes, I moved into designs to create a Hi-Fi prototype for user testing sessions.
Designs
Once the user testing was complete, minor improvements were made to the final designs to enhance the overall experience.
Within the 1st month...
50+
Bookings
500+
Email Enquiries
$130K+
Total Transaction Value
Applications used
Sketch for UI explorations and solution
Miro for user flows and architecture mapping
Balsamiq for UX explorations and wireframes
Invision for sharing with stakeholders and hi-fi prototyping
Askable for user testing
Google Slides and Sheets to present and document analysis’ and solutions