{ "productLinks": [], "content2": "

Results:

The newly launched booking site has seen a maximum increase of 5.7% in bookings from mobile devices and a maximum increase of 6% in bookings from desktop computers. The annual revenue impact of the redesign is projected to be an increase of $20 million (approximately 3 billion yen at the time of site launch).

Furthermore, to enable Virgin Voyages to conduct its own user testing, Monstarlab provided on-site training, supporting the development of a system for the continuous operation of websites that consider user experience in the future.

", "servicesUsed": [ "Brand Experience Design", "Digital Product Development" ], "headerBanner": "https://cdn.builder.io/api/v1/image/assets%2Ffb3ccc876dd442c6ae31d776377e35db%2F10ad83a624a1422d95c63bf3d3fc4dd6", "clientName": "Virgin Voyages", "qoutesBlock": {}, "imageCollageSp": "https://cdn.builder.io/api/v1/image/assets%2Ffb3ccc876dd442c6ae31d776377e35db%2Fee4f16eba78d4148aa59ed217759e8a9", "industry": "Transportation", "slug": "VirginVoyages", "overviewTitle": "Designing a Smoother Cruise Travel Experience", "overview": "Virgin Voyages, headquartered in Florida, USA, is the cruise line of the Virgin Group. Founded in 2014 as Virgin Cruises, it rebranded in 2016 with a concept targeting a younger demographic and a new cruise experience. Currently, it offers \"adults-only\" cruises primarily in the Americas, Europe, and the Caribbean. The redesign of Virgin Voyages' mobile site significantly improved the user experience and delivered the requested services.", "bannerCenter": "https://cdn.builder.io/api/v1/image/assets%2Ffb3ccc876dd442c6ae31d776377e35db%2Fd359816e1c384b679e0204e23101f0af", "imageCollage": "https://cdn.builder.io/api/v1/image/assets%2Ffb3ccc876dd442c6ae31d776377e35db%2Fda5b2b54e4ee430d83159dffa8ec5f55", "featuredImage": "https://cdn.builder.io/api/v1/image/assets%2Ffb3ccc876dd442c6ae31d776377e35db%2F11c7b6c55bec4da1acf7f7805453429e", "site": "jp_en", "relatedLinks": {}, "qoute": "", "title": "Revamped Cruise Booking Website to Improve Conversion Rates", "tags": [ "UI Design", "DX Design", "Web Development" ], "seo": { "description": "Virgin Voyages, headquartered in Florida, USA, is the cruise line of the Virgin Group. Founded in 2014 as Virgin Cruises, it rebranded in 2016 with a concept targeting a younger demographic and a new cruise experience. Currently, it offers \"adults-only\" cruises primarily in the Americas, Europe, and the Caribbean. The redesign of Virgin Voyages' mobile site significantly improved the user experience and delivered the requested services.", "title": "Virgin Voyages | Designing a Smoother Cruise Travel Experience | Monstarlab" }, "content": "

Challenges:

The Virgin Voyages mobile site experienced significantly lower booking rates (under 1%) compared to its desktop counterpart, despite higher traffic. Faced with a critical need to revamp the mobile site within a tight three-month window before peak season, Virgin Voyages sought a partner with deep expertise in User Experience (UX).

Furthermore, the redesign required a sustainable solution that would maintain usability in the long term, beyond the initial launch.

Solutions:

Monstarlab conducted a thorough investigation and analysis of the existing mobile site. This involved starting with an understanding of the current user experience, establishing benchmarks, formulating hypotheses, and conducting A/B testing.

The research revealed that while the process of selecting a ship and planning the trip should be the primary focus for those considering a cruise, the existing design presented clarity issues on smaller mobile screens, leading to user frustration.

To address this issue, Monstarlab visualized the branching paths of the user experience. By incorporating simpler and more intuitive design and expression, they reorganized the information presented to users and implemented improvements across eight key areas, including features to address points of inconvenience. This resulted in the design of a new mobile site.

Subsequent user testing based on a demo confirmed a conversion rate increase of 2.5% to 4% across all tested items. Furthermore, recognizing the success achieved with the mobile site, Virgin Voyages extended the collaboration to include improvements to the desktop site.

", "publishedDate": 1743660000000 }