Part digital rebrand, part site redesign, this project required a combination of marketing and product design to sell and manage Norwegian’s weeks-long vacation packages. A rock-solid content strategy and design system made sure dynamic copy and assets looked their best no matter the size or shape.
CONTENT-CENTRIC
Typography and photography treatments were refined into a flexible system to accomodate a range of content. Some packages had 2 images, while others had 20. Some headlines were 8 words, others were 2. Some had 15 destinations, others none. Content strategy considerations were at the center of our design system.
BATTLE-TESTED SYSTEMS
The checkout process for products like this can be akin to doing your taxes. A single flow can involve multiple payments, guest information, hotel and flight search and booking, in addition to the finalizing details of the trip itself. Handling validation, conflicts, language localization, and making it easy on mobile was only possible with much user testing and validation.
DESIGN + DEV
Further flexibility required by the design system was an ability to shifting seamlessly between marketing contexts and application contexts. One could go from browsing Caribbean photos to navigating a pricing table and back in the click of a button.
Working with tight integration and with the development team ensured necessary content was always nearby, with smooth transitions between UI views.
ROLE
Creative Direction UI Design Web Prototype
TEAM
UX Director: David Brahler
Designers: Clarissa Vu, Lindsay Farrell, Jon Burke
Client: Norwegian Cruise Line Agency: Critical Mass