Cruise Booking Experience

Royal Caribbean was losing customers mid-flow. The booking process asked people to make too many decisions without enough context. What cabin types they wanted. What dates are their potential trip, which add-ons to include. All presented before customers understood what they were choosing between.

I focused on three things: giving customers a clear mental model of the full journey upfront, making each decision legible with visible outcomes before committing, and introducing progressive cost transparency so the final price never came as a surprise.

Clear descriptions and highlights replaced vague labels. Decisions were broken into digestible steps. And by the time a customer reached payment, the total had been built up visibly so it was accessible and not shocking.

Fewer abandoned sessions. More completed bookings. A cruise booking experience customers could actually trust.