UX/UI
UX/UI
UX/UI
EUROCRUISE
EUROCRUISE
EUROCRUISE
OVERVIEW
OVERVIEW
OVERVIEW
EuroCruise is a travel company founded by Jason Strong, offering escorted cruises throughout Europe. His goal is to expand his audience to the United States. For this project, I designed and prototyped a brand new website to help the company establish a professional online presence, communicate its branding effectively, and generate leads.
EuroCruise is a travel company founded by Jason Strong, offering escorted cruises throughout Europe. His goal is to expand his audience to the United States. For this project, I designed and prototyped a brand new website to help the company establish a professional online presence, communicate its branding effectively, and generate leads.
EuroCruise is a travel company founded by Jason Strong, offering escorted cruises throughout Europe. His goal is to expand his audience to the United States. For this project, I designed and prototyped a brand new website to help the company establish a professional online presence, communicate its branding effectively, and generate leads.
Role
UX/UI Designer
Tools
Figma
Deliverables
Prototyped Website
Year
2025
Role
UX/UI Designer
UX/UI Designer
Deliverables
Prototyped Website
Prototyped Website
Tools
Figma
Figma
Year
2025
2025
Understanding the Challenge
Understanding the Challenge
The Challenge
Before designing the platform, it was important to understand the core challenge behind the experience.
Before designing the platform, it was important to understand the core challenge behind the experience.
Before designing the platform, it was important to understand the core challenge behind the experience.
The goal was to create a luxury travel website that felt both trustworthy and easy to navigate for a wealthy audience in the United States. At the same time, the platform needed to support multiple booking pathways while maintaining a sense of clarity and professionalism.
The goal was to create a luxury travel website that felt both trustworthy and easy to navigate for a wealthy audience in the United States. At the same time, the platform needed to support multiple booking pathways while maintaining a sense of clarity and professionalism.
The goal was to create a luxury travel website that felt both trustworthy and easy to navigate for a wealthy audience in the United States. At the same time, the platform needed to support multiple booking pathways while maintaining a sense of clarity and professionalism.
TARGET MARKET
TARGET MARKET
TARGET MARKET
To ensure these goals aligned with real user needs, I defined a clear target audience for the platform.
To ensure these goals aligned with real user needs, I defined a clear target audience for the platform.
To ensure these goals aligned with real user needs, I defined a clear target audience for the platform.
User Profile
User Profile
User Profile
Adults aged 55–75, primarily retirees (preferably female audience) / families with young adults
Adults aged 55–75, primarily retirees (preferably female audience) / families with young adults
Adults aged 55–75, primarily retirees (preferably female audience) / families with young adults
Higher household with minimum income of $120K+, with strong spending power for luxury experiences
Higher household with minimum income of $120K+, with strong spending power for luxury experiences
Higher household with minimum income of $120K+, with strong spending power for luxury experiences
Majority female audience with a mix of marital statuses and lifestyle needs
Majority female audience with a mix of marital statuses and lifestyle needs
Majority female audience with a mix of marital statuses and lifestyle needs
Moderate to high tech savvy, comfortable browsing and booking online
Moderate to high tech savvy, comfortable browsing and booking online
Moderate to high tech savvy, comfortable browsing and booking online
Behaviors & Mindset
Behaviors & Mindset
Behaviors & Mindset
Catering towards luxury xxx
Catering towards luxury xxx
Catering towards luxury xxx
Prefer guided and structured journeys over independent planning
Prefer guided and structured journeys over independent planning
Prefer guided and structured journeys over independent planning
Take time to research options and compare experiences before committing
Take time to research options and compare experiences before committing
Take time to research options and compare experiences before committing
Expect professionalism and credibility, as a newly introduced brand
Expect professionalism and credibility, as a newly introduced brand
Expect professionalism and credibility, as a newly introduced brand
Needs & Expectations
Needs & Expectations
Needs & Expectations
Clear, easy to follow navigation with minimal complexity
Clear, easy to follow navigation with minimal complexity
Clear, easy to follow navigation with minimal complexity
Transparent information about itineraries, pricing, and onboard experience
Transparent information about itineraries, pricing, and onboard experience
Transparent information about itineraries, pricing, and onboard experience
Reassurance and trust building content before booking
Reassurance and trust building content before booking
Reassurance and trust building content before booking
Step by step guidance to support decision making and planning
Step by step guidance to support decision making and planning
Step by step guidance to support decision making and planning
Motivation & Goals
Motivation & Goals
Motivation & Goals
Enjoy a premium, stress free travel experience
Enjoy a premium, stress free travel experience
Enjoy a premium, stress free travel experience
Escape routine and indulge in relaxing, high quality getaways
Escape routine and indulge in relaxing, high quality getaways
Escape routine and indulge in relaxing, high quality getaways
Feel confident and secure when booking travel services
Feel confident and secure when booking travel services
Feel confident and secure when booking travel services
Choose experiences that feel memorable, comfortable, and socially engaging
Choose experiences that feel memorable, comfortable, and socially engaging
Choose experiences that feel memorable, comfortable, and socially engaging
GOALS
GOALS
GOALS
I established a set of goals to guide both the user experience and overall business direction.
I established a set of goals to guide both the user experience and overall business direction.
I established a set of goals to guide both the user experience and overall business direction.
These goals focused on building trust, simplifying navigation, and creating a seamless journey from exploration to booking, With these attributes in mind, these goals are set to be a renowned EuroCruise as a premium and reliable travel brand.
These goals focused on building trust, simplifying navigation, and creating a seamless journey from exploration to booking, With these attributes in mind, these goals are set to be a renowned EuroCruise as a premium and reliable travel brand.
These goals focused on building trust, simplifying navigation, and creating a seamless journey from exploration to booking, With these attributes in mind, these goals are set to be a renowned EuroCruise as a premium and reliable travel brand.
Business Goals
Business Goals
Business Goals
Communicate strong, scalable brand identity
Communicate strong, scalable brand identity
Communicate strong, scalable brand identity
Establish trust with individuals in the US
Establish trust with individuals in the US
Establish trust with individuals in the US
Generate leads through multiple entry points
Generate leads through multiple entry points
Generate leads through multiple entry points
Position as a premium travel provider
Position as a premium travel provider
Position as a premium travel provider
User Goals
User Goals
User Goals
Easily explore destinations and cruise options
Easily explore destinations and cruise options
Easily explore destinations and cruise options
Understand offerings without confusion
Understand offerings without confusion
Understand offerings without confusion
Feel confident before booking
Feel confident before booking
Feel confident before booking
Access guidance for unfamiliar travel processes
Access guidance for unfamiliar travel processes
Access guidance for unfamiliar travel processes
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
Understanding how existing platforms approach luxury travel experiences
Understanding how existing platforms approach luxury travel experiences
Understanding how existing platforms approach luxury travel experiences
I researched a range of travel and cruise websites to understand common design patterns. While they did a good job showcasing luxury experiences, many felt cluttered or difficult to navigate. This allowed me to focus on creating a clearer, more structured experience.
I researched a range of travel and cruise websites to understand common design patterns. While they did a good job showcasing luxury experiences, many felt cluttered or difficult to navigate. This allowed me to focus on creating a clearer, more structured experience.
I researched a range of travel and cruise websites to understand common design patterns. While they did a good job showcasing luxury experiences, many felt cluttered or difficult to navigate. This allowed me to focus on creating a clearer, more structured experience.
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
Expand⤢
SITEMAP
SITEMAP
SITEMAP
With these insights in mind, I translated the experience into a clear and structured information architecture.
With these insights in mind, I translated the experience into a clear and structured information architecture.
With these insights in mind, I translated the experience into a clear and structured information architecture.
The sitemap was designed to support both exploratory browsing and direct booking paths, ensuring users could easily navigate between discovering destinations, planning their trip, and managing bookings.
The sitemap was designed to support both exploratory browsing and direct booking paths, ensuring users could easily navigate between discovering destinations, planning their trip, and managing bookings.
The sitemap was designed to support both exploratory browsing and direct booking paths, ensuring users could easily navigate between discovering destinations, planning their trip, and managing bookings.
USER FLOW
USER FLOW
USER FLOW
From structure to experience, I mapped how users navigate the platform.
From structure to experience, I mapped how users navigate the platform.
From structure to experience, I mapped how users navigate the platform.
With the overall structure defined, I mapped out the primary user flow to understand how users move through the platform, from initial exploration to completing a booking. This helped identify key decision points, streamline interactions, and ensure a clear and intuitive path throughout the experience.
With the overall structure defined, I mapped out the primary user flow to understand how users move through the platform, from initial exploration to completing a booking. This helped identify key decision points, streamline interactions, and ensure a clear and intuitive path throughout the experience.
With the overall structure defined, I mapped out the primary user flow to understand how users move through the platform, from initial exploration to completing a booking. This helped identify key decision points, streamline interactions, and ensure a clear and intuitive path throughout the experience.
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
With the layout established, I developed a visual system that reflects the brand
With the layout established, I developed a visual system that reflects the brand
With the layout established, I developed a visual system that reflects the brand
The visual identity combines clean typography, modern and clean UI elements, and high quality imagery to create a refined experience that remains clear and accessible for the target audience.
The visual identity combines clean typography, modern and clean UI elements, and high quality imagery to create a refined experience that remains clear and accessible for the target audience.
The visual identity combines clean typography, modern and clean UI elements, and high quality imagery to create a refined experience that remains clear and accessible for the target audience.
WIREFRAMES
WIREFRAMES
WIREFRAMES
I explored early layouts to determine how content would be organized on each page.
I explored early layouts to determine how content would be organized on each page.
I explored early layouts to determine how content would be organized on each page.
These wireframes focused on hierarchy, readability, and flow, which helped shape a simplified experience that guides users step by step.
These wireframes focused on hierarchy, readability, and flow, which helped shape a simplified experience that guides users step by step.
These wireframes focused on hierarchy, readability, and flow, which helped shape a simplified experience that guides users step by step.
FINAL DESIGN DECISIONS
FINAL DESIGN DECISIONS
FINAL DESIGN DECISIONS
DESIGN DECISION 1
DESIGN DECISION 1
DESIGN DECISION 1
Clear Navigation & Hierarchy
Clear Navigation & Hierarchy
Clear Navigation & Hierarchy
The interface prioritizes clarity through structured layouts, clear headings, and intuitive navigation. Content is organized to guide users naturally without overwhelming them.
The interface prioritizes clarity through structured layouts, clear headings, and intuitive navigation. Content is organized to guide users naturally without overwhelming them.
The interface prioritizes clarity through structured layouts, clear headings, and intuitive navigation. Content is organized to guide users naturally without overwhelming them.
DESIGN DECISION 2
DESIGN DECISION 2
DESIGN DECISION 2
Detailed Cruise Itineraries
Detailed Cruise Itineraries
Detailed Cruise Itineraries
Each cruise itinerary is designed to provide clear, day by day breakdowns of the journey, including destinations, activities, and excursions. This level of detail helps users better understand what to expect, reducing uncertainty and supporting more confident decision making before booking.
Each cruise itinerary is designed to provide clear, day by day breakdowns of the journey, including destinations, activities, and excursions. This level of detail helps users better understand what to expect, reducing uncertainty and supporting more confident decision making before booking.
Each cruise itinerary is designed to provide clear, day by day breakdowns of the journey, including destinations, activities, and excursions.
This level of detail helps users better understand what to expect, reducing uncertainty and supporting more confident decision making before booking.
DESIGN DECISION 3
DESIGN DECISION 3
DESIGN DECISION 3
Simplified Booking Flow
Simplified Booking Flow
Simplified Booking Flow
The booking process is broken into manageable steps to prevent confusion and support confident decision making, especially for users uncomfortable with complex interfaces. Login and “My Bookings” features provide users with a sense of control and familiarity, reinforcing professionalism and encouraging repeat use.
The booking process is broken into manageable steps to prevent confusion and support confident decision making, especially for users uncomfortable with complex interfaces. Login and “My Bookings” features provide users with a sense of control and familiarity, reinforcing professionalism and encouraging repeat use.
The booking process is broken into manageable steps to prevent overwhelm and support confident decision making, especially for users less comfortable with complex interfaces.
Login and “My Bookings” features provide users with a sense of control and continuity, reinforcing professionalism and encouraging repeat use.
DESIGN DECISION 4
DESIGN DECISION 4
DESIGN DECISION 4
Guided Planning Experience
Guided Planning Experience
Guided Planning Experience
A dedicated “Plan Your Trip” experience helps users who may be unfamiliar with cruise travel by providing step-by-step guidance and reducing uncertainty.
A dedicated “Plan Your Trip” experience helps users who may be unfamiliar with cruise travel by providing step-by-step guidance and reducing uncertainty.
A dedicated “Plan Your Trip” experience helps users who may be unfamiliar with cruise travel by providing step-by-step guidance and reducing uncertainty.
DESIGN DECISION 5
DESIGN DECISION 5
DESIGN DECISION 5
Trust Through Transparency
Trust Through Transparency
Trust Through Transparency
Pages like “Onboard Experience” and “About” were designed to build trust by clearly showing what users can expect, helping reduce hesitation before booking.
Pages like “Onboard Experience” and “About” were designed to build trust by clearly showing what users can expect, helping reduce hesitation before booking.
Pages like “Onboard Experience” and “About” were designed to build trust by clearly showing what users can expect, helping reduce hesitation before booking.
The Final Outcome Of This Project Was Recognized Beyond The Classroom.
The Final Outcome Of This Project Was Recognized Beyond The Classroom.
The Final Outcome Of This Project Was Recognized Beyond The Classroom.
This work was selected to be featured in the 2026 Juried Art Exhibition, and also recieved a "Best Rule-Breaker" Award, highlighting its overall execution and design approach.
This work was selected to be featured in the 2026 Juried Art Exhibition, and also recieved a "Best Rule-Breaker" Award, highlighting its overall execution and design approach.
This work was selected to be featured in the 2026 Juried Art Exhibition, and also recieved a "Best Rule-Breaker" Award, highlighting its overall execution and design approach.
REFLECTION
REFLECTION
REFLECTION
Designing for a Target Audience
Designing for a Target Audience
Designing for a Target Audience
This project emphasized how influential users are for design decisions. Creating for an senior, affluent audience required a stronger focus on clarity, spacing, and straightforward navigation to make the experience feel comfortable and easy to use.
This project emphasized how influential users are for design decisions. Creating for an senior, affluent audience required a stronger focus on clarity, spacing, and straightforward navigation to make the experience feel comfortable and easy to use.
This project emphasized how influential users are for design decisions. Creating for an senior, affluent audience required a stronger focus on clarity, spacing, and straightforward navigation to make the experience feel comfortable and easy to use.
Thinking Beyond Screens
Thinking Beyond Screens
Thinking Beyond Screens
Working on a full platform pushed me to consider how each page connects within a larger system. I focused on creating a cohesive experience where users can move naturally from exploring options to planning and booking without overwhelming the user.
Working on a full platform pushed me to consider how each page connects within a larger system. I focused on creating a cohesive experience where users can move naturally from exploring options to planning and booking without overwhelming the user.
Working on a full platform pushed me to consider how each page connects within a larger system. I focused on creating a cohesive experience where users can move naturally from exploring options to planning and booking without overwhelming the user.
Future Improvements
Future Improvements
Future Improvements
If I were to continue this project, I would incorporate UAT criteria to validate assumptions and refine key interactions. I would also explore accessibility improvements to further support ease of use to meet the audiences' expectations.
If I were to continue this project, I would incorporate UAT criteria to validate assumptions and refine key interactions. I would also explore accessibility improvements to further support ease of use to meet the audiences' expectations.
If I were to continue this project, I would incorporate UAT criteria to validate assumptions and refine key interactions. I would also explore accessibility improvements to further support ease of use to meet the audiences' expectations.
