Overview
I led the redesign of the CruisesOnly homepage, the primary entry point for the site's cruise deals and booking traffic. The existing page was visually outdated and wasn't responsive on mobile or tablet.
Full case study available upon request
ROLE
Lead Web Designer
RESPONSIBILITIES
Led redesign of homepage, ensuring mobile responsive design and implementation
TEAM
1 Web Designer, 1 Product Marketing Manager, 1 Web Analyst, 1 Software Engineer
Approach
Known Issues
Outdated design
Not mobile responsive
Limited links to social media
Early Ideation
Based on industry data that showed that carousel banners have a steep drop-off in click rate after the first item, I initially proposed a layout that did not use a carousel.
This solution was ruled out for two reasons:
The underlying architecture was shared by many brands that all used a carousel
Click data on the carousel was aggregated, therefore I was unable to build a case verifying industry data about click rate.
The design lost some of its hierarchy on mobile devices
Solution
I increased focus on the hero carousel section and simplified the overall design. I opted for imagery to identify carousel items as opposed to dots to provide users with more information about each item in the carousel in an effort to increase click rate.
I partnered with Engineering to ensure the implemented solution was mobile responsive.
Results
This project is what started my desire to have data to inform my decisions and the thrill of seeing the impact of my designs with concrete numbers
