Disney Cruise Line
[ Projects from 2022 - 2024 ]
Small enhancements and Marketing initiatives for web and mobile
Timeline
Projects ranged from 6 month processes to one sprint
Key Skills
Wireframing, Prototyping, Engineering collaboration
As a part of Disney’s Signature Experiences team, I worked within the “Small Enhancements” group. This group focused on design tasks including backlogged efforts, issues passed through our customer insights team, Marketing asks…etc. Although these upgrades were usually deemed “small wins” for the platform, some ended up being larger design efforts that I managed through multiple phases and iterations.
My Role | Collaborators
Product Designer | Product Managers, Marketing, Tech
Tools
Figma, Hyperion, DCL Vista
01 Environmental Sustainability Page
To launch alongside an Earth Day marketing campaign, design was approached to upgrade the outdated DCL Sustainability page. Over the course of 6 months I worked alongside a DCL product manager and internal engineers to create a marketing page that aligned with updated Hyperion standards and correctly portrayed DCL’s environmental initiatives to guests.
Hero section using imagery and copy that doesn’t directly correlate to the content. We want to immediately showcase what Disney’s message is.
Components used on the page are repetitive and don’t include the common “Disney delight” that patterns the rest of the site. For an information-heavy page with many statistics and facts, we wanted to liven it up for a more enjoyable, quick read.
The only imagery on the page showcased ambiguous photography, there really was no connection between the copy and photos and it was hard to make out what was happening in each.
Important information about Castaway Cay, one of Disney’s largest environmental efforts, was not prominently highlighted.
Competitive Analysis
I conducted multiple competitive analysis exercises highlighting Royal Caribbean, Norwegian Cruise Line, and Virgin Voyages. Additionally, I looked at internal sites like the corporate environmental page and Disney’s Planet Possible.
Content + Copy
During my process, I tapped collaborators from our content design and copy teams to help me parse through the existing content I had (Disney’s published commitments). After a few rough wireframes, I was able to hone in on our final design hierarchy. It was important to showcase all sustainability efforts, weaving in Marketing’s drivers too.
Continuous Alignment
Throughout multiple rounds of hi-fi wireframes, I made it a point to loop in stakeholders and make sure we were on the right track in the visual style. I ended up delivering two page options— one “shoot for the moon” design with completely new elements and another with DCL-live components.
*Some sections show unreleased photography placeholders
02 Ports of Call Filters
To create a more intuitive search, I designed a new Ports of Call filter for the main “Find a Cruise” function on the DCL homepage. This feature add arose from common complaints from guests who were looking to find cruises based on different criteria, like docking locations, rather than destinations or departure ports. This feature was a common market pattern that DCL had not added yet. Additionally, it was an opportunity to enhance marketing efforts by highlighting sales, perks, and featured ports to guests.
I’m in the process of updating this case study… more to come!