Tony Glorioso | Designer. Artist. Mentor.

Design

Norwegian Cruise Line

Combining world-class hospitality with innovation to provide memorable vacations for travel enthusiasts around the world.

UX Research, Mobile App, Ecommerce, Design System

Redefining NCL’s digital properties by creating a unified guest experience— connecting Browse, Booking, and BGE that unlocks "Feel Free."

Drive cruise ticket demand

Create greater brand affinity and differentiate NCL in a crowded market in a way that stimulates demand
Redesign the consumer booking flow with a focus on delivering a compelling user experience
Show, don’t tell, the Feel Free experience

Drive onboard revenue

Tailor by the Nature of the Trip
Meet Each Guest at their Level of Cruise Experience

Increase Enjoyment on Day One

Engagement with BGE Prior to Boarding
Capture Percentage of Guests with Online Check-in

Deepen the Guest Relationship

Improve Guest Communication
Reduced Pier and Onboard Operational Dependency

Experience Audit
Conducted user research and mapped the existing journey across the seven primary customer touchpoints.

Design Sprints
Mapping strategic goals to design sprints across the key parts of the user journey.

Browse

Search / Recommendations / Lifestyle Filters / Ratings & Reviews / Promotions

Inspirational content that establish clear value proposition and unguided exploration of cruise destinations and dates through discovery capabilities.

Book

Reserve / Easy Pay / Guided Checklists / Easy Check-In

Guided cruise configuration—number of rooms, number of guests, room type, price, view, ship location, deck, room location.

Explore

Search / Recommendations / Lifestyle Filters

Directed exploration of things to do and things to buy through discovery capabilities.

Plan

Calendar / Scheduling / Search & Browse Activities

Calendar capability that enables a booked guest to plan their trip, browse and book activities and shore excursions, and schedule personal events

Browse
Expedite the path to purchase and reduce time to book.

Homepage

Cruise Details

Designing a relationship that extends from purchase onto the ship.

NCL has been growing among new generations of empowered, digitally-connected customers entering the cruise category. Our goal was to innovate new experiences and create a relationship that extends from purchase onto the ship, for both new and returning customers.

NCL has been growing among new generations of empowered, digitally-connected customers entering the cruise category. Our goal was to innovate new personalized experiences and create a relationship that extends from purchase onto the ship, for both new and returning customers.

Features to address identified pain points.

Onboarding

Provide a seamless transition from post-booking to introduction and personalization.

Pre-Cruise

Help guests prepare and plan for their cruise with relevant content and guided call to actions.

Onboarding

Provide a seamless transition from post-booking to introduction and personalization.

Pre-Cruise

Help guests prepare and plan for their cruise with relevant content and guided call to actions.

Getting to the Pier

Provide guests with the information they need to know on embarkation day.

Getting to Know the Ship

Make it easy to explore the Norwegian ship and provide highlights of the day ahead.

Discovering What’s Onboard

Find relevant, personalized onboard activities and unlock perks.

Getting to the Pier

Provide guests with the information they need to know on embarkation day.

Getting to Know the Ship

Make it easy to explore the Norwegian ship and provide highlights of the day ahead.

Discovering What’s Onboard and Activity Incentives

Find relevant, personalized onboard activities and unlock perks.

Want to connect?

hello
@tonyglorioso.com

Design

Art

Tony

Want to connect?

hello
@tonyglorioso.com

Design

Art

Tony

T—G

T—G

Norwegian Cruise Line

Norwegian Cruise Line

Norwegian Cruise Line

Redefining NCL’s digital properties by creating a unified guest experience— connecting Browse, Booking, and BGE that unlocks "Feel Free."

Redefining NCL’s digital properties by creating a unified guest experience— connecting Browse, Booking, and BGE that unlocks "Feel Free."

Experience Audit
Conducted user research and mapped the existing journey across the seven primary customer touchpoints.

Design Sprints
Mapping strategic goals to design sprints across the key parts of the user journey.

Browse
Expedite the path to purchase and reduce time to book.

Designing a relationship that extends from purchase onto the ship.

Designing a relationship that extends from purchase onto the ship.

Designing a relationship that extends from purchase onto the ship.

hello
@tonyglorioso.com

T—G

T—G

Norwegian Cruise Line

Norwegian Cruise Line

Norwegian Cruise Line

Redefining NCL’s digital properties by creating a unified guest experience— connecting Browse, Booking, and BGE that unlocks "Feel Free."

Redefining NCL’s digital properties by creating a unified guest experience— connecting Browse, Booking, and BGE that unlocks "Feel Free."

Experience AuditConducted user research and mapped the existing journey across the seven primary customer touchpoints.

Design SprintsMapping strategic goals to design sprints across the key parts of the user journey.

Browse Expedite the path to purchase and reduce time to book.

Designing a relationship that extends from purchase onto the ship.

Designing a relationship that extends from purchase onto the ship.

Designing a relationship that extends from purchase onto the ship.

hello@tonyglorioso.com

Experience Audit
Conducted user research and mapped the existing journey across the seven primary customer touchpoints.

Design Sprints
Mapping strategic goals to design sprints across the key parts of the user journey.

Browse
Expedite the path to purchase and reduce time to book.

hello
@tonyglorioso.com