A central planning tool for cruise guests to discover and book shore excursions, reserve dining & entertainment, & more
Industry
Travel & Leisure
My Role
Digital Product Designer
Duration
4 Years
Contribution
Designed and iterated on multiple features within the NCL mobile app experience
Collaborated closely with product and engineering teams from MVP through enhancement phases
Contributed to UX improvements that streamlined flows and improved overall usability
Helped translate business and technical requirements into intuitive user-centered solutions
This project reimagined the guest experience from the ground up, introducing a new brand, a scalable UI system, and fully integrated booking capabilities for the first time.
The legacy app provided a primarily informational experience, with dated visual design and limited functionality that prevented guests from booking or making purchases directly within the platform.
End To End Booking Flows
Dining and Entertainment enable end-to-end booking, allowing guests to easily discover, reserve, and manage experiences in real time—reducing reliance on guest services and minimizing wait times onboard. These flows represent just a subset of bookable experiences available within the app.
Designed for the Full Journey
The experience adapts to two key phases of the journey, pre-cruise and onboard. This allows guests to plan ahead or make real-time decisions, with booking capabilities integrated throughout.
Streamlining the Shore Excursion Funnel: From Exploration to Confirmation
For cruise guests, booking shore excursions is often a high-friction experience involving fragmented port information, complex pricing tiers, and a lack of clarity regarding real-time availability. The goal was to transform a dense, information-heavy catalog into a seamless, mobile-first booking funnel that drives conversion while reducing cognitive load.
Your Trip, All In One Place
My Plans brings all bookings into one place, giving guests a clear, organized view of their itinerary with the ability to manage reservations and view key details at any time.
OUTCOME
Introduced a more seamless and unified experience that connects key touchpoints across the guest journey.
By reducing friction and aligning key interactions, the experience enables smoother transitions between browsing, booking, and managing plans in real time.
