UI/UX design / Web platform design
My Croatia Cruise is a web booking platform intended for booking trips on Adriatic small ship cruises. The aim of the project was to improve the existing site, refresh the design with a modern look and adapt the functioning of the site to established practices for a better user experience, all in order to generate more conversions during the booking process.
USERS
1 Individiual travellers
Tourists interested in spending holidays cruising the Adriatic sea in small luxury cruise ships
Tourists interested in spending holidays cruising the Adriatic sea in small luxury cruise ships
2 Tourist agents
Professinals looking for adequate arrangements for their own indiviudal
or group clients
Professinals looking for adequate arrangements for their own indiviudal
or group clients
REDUCING CLUTTER & CREATING FOCUS
Old navigation had a problem with cluttered links. Users were having a hard time with focusing on what is important since every link had same value. Cruise link and search indicator were giving the user same result making them more confused with overall information architecture of the website. Home link was too prominent for a functionality that is bringing user back in his journey.
By redesigning the navigation visual hierarchy was set and more prominent roles were given to links that would give more information to the user about the services provided and in the end of the process create convertions and steer the user in the right direction. Instead of Cruises link, search with month selection was enabled so that the user can start with his journey of discovery in any given moment.
ADAPTING FUNNEL METHODOLOGY FOR CONVERSIONS
Funnel methodology was introduced while redesigning MCC website. Home landing page was designed with grabbing attention of users in mind. Offered services were expliend by applying short and clear copy in combination with impactful imagery of cruise ships and destinations. Users are provided with sets of functionalities like search with goal of getting them from more broader to more narrower funnel levels all the way to the conversion level.
