A mobile approach to modern luxury
Celebrity Cruises’ fleet of eleven award-winning ships have set the worldwide standard for modern, luxurious cruise travel with their high quality, contemporary design and exceptional levels of service. Together with Dept, Celebrity Cruises undertook a digital project to improve the mobile journey on the website, which would contribute to a positive brand experience in-line with its ‘modern luxury’ values.
Creating the digital vision & roadmap
Due to the fact that more than 50% of all website visits consisted of mobile device visits, Celebrity Cruises wanted to build and design a new mobile approach. It needed to ensure it was meeting the customer needs with an optimised user journey that was device-independent and would ultimately increase conversion.
The first step Dept undertook in the process was organising a stakeholder workshop. By fully understanding Celebrity Cruises’ business objectives, we were able to create a digital vision and roadmap to help them achieve their goals. This workshop involved exercises and discussions around business goals, current challenges, the sharing of design ideas from sites that the stakeholders liked, and exercises to define user personas and associated goals. And not to forget to define it’s target demographic audience: luxury travelers, both those experienced in cruising and those considering it for the first time, with a broad age demographic from 35 upwards.
After this, we set up a number of different stakeholder groups to help steer the project. Throughout the entire project, Dept was in constant communication with these groups. The reason for this? Not only to visualize the design, but also to help securing internal support and buy-in, which is crucial when undertaking large-scale digital projects. After developing prototypes to demonstrate ideas, feedback was sought on each of the various groups. This approach was really valuable to creating a successful solution.
improving the mobile journey
The project consisted of three individual phases. The first phase focused on the development and creation of a responsive solution that would increase conversion rates. It included: digital brand and design guidelines; responsive interface build; enhanced cruise search, itinerary campaigns and tactical offers; manually controlled hub pages; sign-posts within static content cards and a single level content taxonomy.
The second phase focused on the implementation of personalisation and optimisation. And the last phase was focused on the achievement of closed loop customer journeys.
Content for all devices
To define the content structure, we undertook a full content audit to uncover the silos and discover duplicated content. Celebrity Cruises had a lot of rich content, but some of the most valuable information was buried deep in a complex navigation structure. Using analytics and personas, we could assess customer visits to understand which information was most accessed and desired, to steer the content prioritisation for the new site.
In order to give the digital team the flexibility to display campaign content how they wanted, and thinking ahead to the future personalisation of the website, the agency proposed an atomised, content card approach. These content cards provide not only a flexible content management solution, but are also easily read on both desktop and mobile devices. Content cards can be distributed throughout the website to surface offers and deals, page summaries and editorial features. The offer cards drive traffic to the itinerary page, helping to guide people towards conversion.
We leveraged SDL’s customer experience technology to fully re-engineer the itinerary search. This solved Celebrity Cruises’ long-term customer struggle of not being able to search cruises by a specific country, port or location. Our creative team overlaid a rich brand story across the content, to create a slick, responsive and visually stunning website.
And our design, teamed with the capabilities of SDL, enables the site to be geared towards creating an excellent mobile customer experience. The site promotes conversion by simplifying the booking journey and exciting users with aspirational itinerary content and imagery.
The Celebrity Cruises website was subsequently shortlisted for Website of the Year at the Prolific North awards.