Carnival Cruise Lines


CONVINCING A YOUNGER GENERATION that going on a cruise is the best option for their next vacation is a huge challenge. Many see cruises as a stodgy option for their parent's generation. Our challenge was to create an interactive experience that conveyed to potential cruisers the magic of a Carnival cruise. 360º video seemed a tool that was perfect for this experience, so we leaned into it and brought our clients along for the ride. Another major challenge was to work with this nascent technology in a way that hadn't been done before, incorporating interactivity. To assist content and technology discussions both internally and with the client, I developed a user journey and a low-fidelity prototype to convey the key ideas of the concept. As the idea evolved, I continually iterated and worked closely with our in-house engineers to build out the experience. We felt we'd been able to achieve our goals when we finally were able to show off the experience and elicity exclamations of, "Now I want to go on a cruise!" The ultimate acknowledgement of all the hard work that we put into it was when the site was chosen as Site of The Day on Awwwards.

  • UX Design
  • UI Design
  • Interaction Design
  • Art Direction
User journeyUser journey
User flowUser flow

One of the high priorities throught the design and development of the site was a flat structure that allowed easy navigation throughtout the content. To that end, the navigation has only five main items, and relies on on-page content for secondary navigation.


To create consensus, gain a shared understanding among design and development, as well as fascillitate future expansion, a pattern library was developed for the site. It was a living document that enabled all members of the team to work in an efficient manner, regardless of role.