CASE STUDY

Reimagine Carnival Hub

Redefining the website Experience through clarity, mobile frist Design.

Overview

As the Product Designer leading a university–industry partnership with Carnival Cruise Line, I transformed the Carnival HUB app. By addressing key guest pain points and integrating  business goals with user-centered design, We redesigned the onboard experience to help cruise guests easily discover activities, access essential services, and enjoy their journey through a more personalized and engaging experience.

Client

Carnival Cruise Line

MY role

Research & Discovery, Information Architecture, Wireframing, User Flows, UI/UX Design, Visual Design, Design Systems, Prototyping

team

Carnival’s Digital Experience Team

Duration

10 Weeks

year

2024

Challenges

  • Rising competition led to feature creep

  • Information overload and fragmented UX

  • Low engagement and missed opportunities

Objectives

  • Identify & resolve UI/UX issues

  • Better guest experience

  • Boost onboard revenue

the Solution

  • Upgraded UI/UX Experience

  • Smart Exploration Tools

  • Scalable Gamified Ecosystem

Key Results
2

pp

Task completion rate increased from 52% → 85%

2

%

Decrease in Platform Navigation Time

2

%

of participants found the new layout “clear and enjoyable”

Based on usability testing with 22 target users

CASE STUDY

Reimagine Carnival Hub

Redefining the website Experience through clarity, mobile frist Design.

Overview

As the Product Designer leading a university–industry partnership with Carnival Cruise Line, I transformed the Carnival HUB app. By addressing key guest pain points and integrating  business goals with user-centered design, We redesigned the onboard experience to help cruise guests easily discover activities, access essential services, and enjoy their journey through a more personalized and engaging experience.

Client

Carnival Cruise Line

MY role

Research & Discovery, Information Architecture, Wireframing, User Flows, UI/UX Design, Visual Design, Design Systems, Prototyping

team

Carnival’s Digital Experience Team

Duration

10 Weeks

year

2024

Challenges

  • Rising competition led to feature creep

  • Information overload and fragmented UX

  • Low engagement and missed opportunities

Objectives

  • Identify & resolve UI/UX issues

  • Better guest experience

  • Boost onboard revenue

the Solution

  • Upgraded UI/UX Experience

  • Smart Exploration Tools

  • Scalable Gamified Ecosystem

Key Results
2

pp

Task completion rate increased from 52% → 85%

2

%

Decrease in Platform Navigation Time

2

%

of participants found the new layout “clear and enjoyable”

Based on usability testing with 22 target users

CASE STUDY

Reimagine Carnival Hub

Redefining the website Experience through clarity, mobile frist Design.

Overview

As the Product Designer leading a university–industry partnership with Carnival Cruise Line, I transformed the Carnival HUB app. By addressing key guest pain points and integrating  business goals with user-centered design, We redesigned the onboard experience to help cruise guests easily discover activities, access essential services, and enjoy their journey through a more personalized and engaging experience.

Client

Carnival Cruise Line

MY role

Research & Discovery, Information Architecture, Wireframing, User Flows, UI/UX Design, Visual Design, Design Systems, Prototyping

team

Carnival’s Digital Experience Team

Duration

10 Weeks

year

2024

Challenges

  • Rising competition led to feature creep

  • Information overload and fragmented UX

  • Low engagement and missed opportunities

Objectives

  • Identify & resolve UI/UX issues

  • Better guest experience

  • Boost onboard revenue

the Solution

  • Upgraded UI/UX Experience

  • Smart Exploration Tools

  • Scalable Gamified Ecosystem

Key Results
2

pp

Task completion rate increased from 52% → 85%

2

%

Decrease in Platform Navigation Time

2

%

of participants found the new layout “clear and enjoyable”

Based on usability testing with 22 target users

CASE STUDY

Reimagine Carnival Hub

Redefining the website Experience through clarity, mobile frist Design.

Overview

As the Product Designer leading a university–industry partnership with Carnival Cruise Line, I transformed the Carnival HUB app. By addressing key guest pain points and integrating  business goals with user-centered design, We redesigned the onboard experience to help cruise guests easily discover activities, access essential services, and enjoy their journey through a more personalized and engaging experience.

Client

Carnival Cruise Line

MY role

Research & Discovery, Information Architecture, Wireframing, User Flows, UI/UX Design, Visual Design, Design Systems, Prototyping

team

Carnival’s Digital Experience Team

Duration

10 Weeks

year

2024

Challenges

  • Rising competition led to feature creep

  • Information overload and fragmented UX

  • Low engagement and missed opportunities

Objectives

  • Identify & resolve UI/UX issues

  • Better guest experience

  • Boost onboard revenue

the Solution

  • Upgraded UI/UX Experience

  • Smart Exploration Tools

  • Scalable Gamified Ecosystem

Key Results
2

pp

Task completion rate increased from 52% → 85%

2

%

Decrease in Platform Navigation Time

2

%

of participants found the new layout “clear and enjoyable”

Based on usability testing with 22 target users

Reimagining Key Onboard Experiences

From Overload to Enjoyment
About the company
About the company
About the company
About the company

Cainival Cruise Line is one of the world’s largest cruise operators, known for offering fun, affordable vacations to destinations around the globe.

Cainival Cruise Line is one of the world’s largest cruise operators, known for offering fun, affordable vacations to destinations around the globe.

Cainival Cruise Line is one of the world’s largest cruise operators, known for offering fun, affordable vacations to destinations around the globe.

Cainival Cruise Line is one of the world’s largest cruise operators, known for offering fun, affordable vacations to destinations around the globe.

21%

21%

21%

of the market share

of the market share

of the market share

27

27

27

ships

ships

ships


60

60

60

destinations

destinations

destinations


3000+

3000+

3000+

passenger per excurision

passenger per excurision

passenger per excurision

What is Carnival Hub?

Carnival HUB is Carnival’s official mobile app that helps guests explore activities, book services, manage plans, and navigate their onboard experience.

Before & after of Carnival HubApp

Before & After of Carnival HubApp

The Problem

Digital Experience Challenges in the Era of Floating Resorts

Digital Experience Challenges in the Era of Floating Resorts

Digital Experience Challenges in the Era of Floating Resorts

Digital Experience Challenges in the Era of Floating Resorts

Carnival has many potential customers that now bypass traveling by cruise ships as vacationers have changed how they plan trips. In response to this, the cruise line industry has tried to make the cruise ship itself a highlight destination with events and attractions to entice travelers.

However, due to the sheer volume of activities and events provided, it is difficult for guests to know what is available and what would most interest them.


PROJECT SCOPE


PROJECT SCOPE

This project aimed to reimagine the Carnival HUB app through research-driven and experimental design exploration.

Our goal was to deliver validated design recommendations and a future-state prototype that could inspire Carnival’s digital innovation roadmap.

The Process

Discovery

Current Challenges

Aligning Goals

Defining Success


Discovery


Current Challenges

Aligning Goals

Defining Success


Discovery

Current Challenges

Aligning Goals

Defining Success


Discovery


Current Challenges

Aligning Goals

Defining Success


Define the problem

User Research

Competitive research

Problem Statement


Define the problem


User Research

Competitive research

Problem Statement


Define the problem


User Research

Competitive research

Problem Statement


Ideation

Experience Pillars

Concept Driections

Visual Design concept


Ideation


Experience Pillars

Concept Driections

Visual Design concept


Ideation


Experience Pillars

Concept Driections

Visual Design concept


Design & Deliver

User Flow Updates

Hifi Prototype

Test & Iterate

Design System

Design & Deliver


User Flow Updates

Hifi Prototype

Test & Iterate

Design System

Design & Deliver


User Flow Updates

Hifi Prototype

Test & Iterate

Design System

Discovering the Vision

This project began with discovery workshops to align on goals, challenges, and constraints, followed by user research and persona development, and a comparative analysis to understand industry standards and opportunities.

Discovery fouse on:

  • Discovery Workshops

  • Goals, Challenges, Constraints

  • User Research & Personas

  • Comparative Analysis

Discovering the Vision

This project began with discovery workshops to align on goals, challenges, and constraints, followed by user research and persona development, and a comparative analysis to understand industry standards and opportunities.

Discovery fouse on:

  • Discovery Workshops

  • Goals, Challenges, Constraints

  • User Research & Personas

  • Comparative Analysis

Discovering the Vision

This project began with discovery workshops to align on goals, challenges, and constraints, followed by user research and persona development, and a comparative analysis to understand industry standards and opportunities.

Discovery fouse on:

  • Discovery Workshops

  • Goals, Challenges, Constraints

  • User Research & Personas

  • Comparative Analysis

Discovering the Vision

This project began with discovery workshops to align on goals, challenges, and constraints, followed by user research and persona development, and a comparative analysis to understand industry standards and opportunities.

Discovery fouse on:

  • Discovery Workshops

  • Goals, Challenges, Constraints

  • User Research & Personas

  • Comparative Analysis

Business Goals

  • Improve Activity Discovery

  • Boost Engagement Across Key Services

  • Make the app clearer and more intuitive to use

  • Enable a More Personalized Digital Journey

  • Strengthen the “Fun Ship” Brand Expression

Business Goals

  • Improve Activity Discovery

  • Boost Engagement Across Key Services

  • Make the app clearer and more intuitive to use

  • Enable a More Personalized Digital Journey

  • Strengthen the “Fun Ship” Brand Expression

Business Goals

  • Improve Activity Discovery

  • Boost Engagement Across Key Services

  • Make the app clearer and more intuitive to use

  • Enable a More Personalized Digital Journey

  • Strengthen the “Fun Ship” Brand Expression

Challenges

  • Digital Experience Falling Behind Guest Expectations

  • Low Information Hierarchy & Content Overload

  • Skewed Participation Toward a Few Popular Activities

  • Limited Personalization

Challenges

  • Digital Experience Falling Behind Guest Expectations

  • Low Information Hierarchy & Content Overload

  • Skewed Participation Toward a Few Popular Activities

  • Limited Personalization

Challenges

  • Digital Experience Falling Behind Guest Expectations

  • Low Information Hierarchy & Content Overload

  • Skewed Participation Toward a Few Popular Activities

  • Limited Personalization

Constraints

  • Limited Access to Real Guests

  • No Ability to Test Onboard in Real Context

  • Scope Limited to Design Vision, Not Implementation

  • No Control Over Business Rules & Operations Policies

Constraints

  • Limited Access to Real Guests

  • No Ability to Test Onboard in Real Context

  • Scope Limited to Design Vision, Not Implementation

  • No Control Over Business Rules & Operations Policies

Constraints

  • Limited Access to Real Guests

  • No Ability to Test Onboard in Real Context

  • Scope Limited to Design Vision, Not Implementation

  • No Control Over Business Rules & Operations Policies

user research
Let’s Break Down the Journey and See What Hurts

To deeply understand guests’ needs, motivations, and decision-making patterns, we conducted

1️⃣ 12 interviews with participants who had prior cruise experience

2️⃣ a survey with over 100+ respondents, and

3️⃣ analyzed 48 user-generated posts across social media, vlogs, and reviews.

We didn’t want to overlook problems hiding in different moments of the trip, so we used the guest journey map as our guide. We conducted：

1️⃣ 12 interviews with participants who had prior cruise experience

2️⃣ a survey with over 100+ respondents, and

3️⃣ analyzed 48 user-generated posts across social media, vlogs, and reviews.

Each method was mapped to specific stages of the journey, allowing us to uncover pain points exactly where they occur.


This mixed-method approach revealed a key truth:


“Guests weren’t just looking for information — they were seeking confidence in how they spend their limited time onboard.”


Through synthesis, three recurring behavioral patterns emerged, shaping our representative personas.

This mixed-method approach revealed a key truth:


Guests weren’t just looking for information — they were seeking confidence in how they spend their limited time onboard.


Through synthesis, three recurring behavioral patterns emerged, shaping our representative personas.

This mixed-method approach revealed a key truth:


Guests weren’t just looking for information — they were seeking confidence in how they spend their limited time onboard.


Through synthesis, three recurring behavioral patterns emerged, shaping our representative personas.

PRosona
Understanding the core users

We first considered segmenting guests by travel group types — families, couples, friends — but quickly realized these labels didn’t reflect how people actually make decisions onboard.


Through user reasearch, we found clearer behavioral patterns that better guided design:


  • The Planner needs clarity and structure

  • The Explorer seeks guidance without restriction

  • The Relaxer values simplicity and trust


These personas aligned with Carnival’s internal insights and became a more actionable foundation for shaping the experience.

Comparative Analysis
Finding Opportunities in the Market
Finding Opportunities in the Market

To understand how the Carnival HUB app compares to other travel and entertainment experiences, we also reviewed 4 competitor apps across cruise lines, resorts, and theme parks.


What We Learned

Carnival has strong onboard activities and experiences, but the current HUB app focuses too much on showing information.

Problem statement

Despite offering a wide range of onboard information, the Carnival HUB app does not effectively guide guests toward confident and meaningful choices. The experience feels informational rather than inspirational，it only helping users find activities, but not helping them feel fun or in control while doing so.

How Might We

How might we help guests discover and plan onboard experiences effortlessly, so they can enjoy a more relaxed and fun vacation?

How might we help guests discover and plan onboard experiences effortlessly, so they can enjoy a more relaxed and fun vacation?

How might we help guests discover and plan onboard experiences effortlessly, so they can enjoy a more relaxed and fun vacation?

Key painpoint
Overwhelming Choices

The same app experience serves everyone, making it hard to find relevant activities.

Lack of personalization

Gusets struggle to decide what to do because there are too many options and limited time.

Disjointed Navigation

Guests must jump between sections to find what they need, losing track of context.

Emotional Disconnect

The app focuses on logistics, not the excitement and fun that define Carnival’s brand.

Opportunity areas
Smart Discovery

Personalize recommendations based on guest type, location, and time context.

Journey Clarity

Simplify information architecture and create a guided, goal-based navigation flow.

Shared Experience

Enable coordination and shared planning among friends and families.

Emotional Engagement

Infuse visuals, tone, and interaction moments with Carnival’s joyful brand energy.

Crafting Strategy Direction

The core goal of the Ideation phase is to transform the previous stage’s Problem Statements, How Might We questions, and Opportunity Areas into explorable concept directions and testable design hypotheses.

Ideation fouse on:

  • 3 Experience Pillars

  • Generating Ideas

  • 4 Concept Driections

Crafting Strategy Direction

The core goal of the Ideation phase is to transform the previous stage’s Problem Statements, How Might We questions, and Opportunity Areas into explorable concept directions and testable design hypotheses.

Ideation fouse on:

  • 3 Experience Pillars

  • Generating Ideas

  • 4 Concept Driections

Crafting Strategy Direction

The core goal of the Ideation phase is to transform the previous stage’s Problem Statements, How Might We questions, and Opportunity Areas into explorable concept directions and testable design hypotheses.

Ideation fouse on:

  • 3 Experience Pillars

  • Generating Ideas

  • 4 Concept Driections

Crafting Strategy Direction

The core goal of the Ideation phase is to transform the previous stage’s Problem Statements, How Might We questions, and Opportunity Areas into explorable concept directions and testable design hypotheses.

Ideation fouse on:

  • 3 Experience Pillars

  • Generating Ideas

  • 4 Concept Driections

Ideation
Design Value Framework

We identified three experience pillars from our research to guide the ideation process.

· Clarity · Control · Fun

The pillars emerged through affinity mapping—sorting repeated guest frustrations and behaviors into thematic clusters that revealed three core experience needs.

We identified three experience pillars from our research to guide the ideation process.

· Clarity · Control · Fun

The pillars emerged through affinity mapping—sorting repeated guest frustrations and behaviors into thematic clusters that revealed three core experience needs.

We identified three experience pillars from our research to guide the ideation process.

· Clarity · Control · Fun

The pillars emerged through affinity mapping—sorting repeated guest frustrations and behaviors into thematic clusters that revealed three core experience needs.

Then we turned each pillar into a “How Might We” question to help us generate ideas that balance user needs and brand values.

Then we turned each pillar into a “How Might We” question to help us generate ideas that balance user needs and brand values.

Then we turned each pillar into a “How Might We” question to help us generate ideas that balance user needs and brand values.

How might we help guests discover and plan onboard experiences effortlessly, so they can enjoy a more relaxed and fun vacation?
How might we help guests discover and plan onboard experiences effortlessly, so they can enjoy a more relaxed and fun vacation?
Ideation
Generating Ideas Without Limits

To generate and refine ideas around these questions, we facilitated a structured yet highly creative ideation workshop focused on divergent thinking — aiming for quantity over perfection. Our goal was to explore freely, not evaluate, allowing every idea, no matter how bold, to surface and spark new connections.

The session resulted in dozens of quick sketches, written ideas, and sticky notes — spanning interaction concepts, content strategies, service moments, and future-forward possibilities.

⚡
01

Crazy 8s / Brainstorming

Each participant quickly sketches 8 different concept ideas — one per minute.

🎬
02

Storyboard / Experience Sketching

Use simple storyboards or comic-style sketches to illustrate how users might interact with the app in different scenarios.

🧠
03

Mind Mapping / Affinity Mapping

Expand and connect keywords such as emotions, features, and touchpoints to uncover potential relationships and idea clusters.

💡
04

Analogous Inspiration

Draw inspiration from other industries or products (e.g., Netflix, Spotify, Disney App) to see how they solve similar experience challenges.

In addition to human brainstorming, we also leveraged AI to generate alternative concepts and edge-case ideas. These AI-generated prompts were mixed into our idea review, helping us challenge assumptions, broaden our thinking, and push beyond our initial patterns.

Ideation
Future-State Strategy

We grouped and compared all ideas, then discussed which ones best aligned with guest needs and Carnival’s brand vision. From this process, we distilled two strategic directions to develop and test further.

Key criteria:

  1. Desirability – Do users actually want it?

  2. Feasibility – Can it be realistically built within technical constraints?

  3. Viability – Does it create long-term value for both guests and the business?

Dual-Strategy Designed
 to Serve Every Guest

We built the solution around two things that work together for every guest. The Treasure Hunt brings the fun—more energy, exploration, and little moments of delight. The core UX upgrades keep everything clear, easy, and scalable. Together, it’s a balanced experience: it guides you without feeling bossy, and it feels playful without getting overwhelming.

Design & Solution

The Design Phase is where strategy becomes reality. Designers translate research and ideas into tangible experiences through structure, interaction, and validation.

Design fouce on

  • Information Architecture

  • Build Prototype

  • Test & Iterate

  • Design System

Design & Solution

The Design Phase is where strategy becomes reality. Designers translate research and ideas into tangible experiences through structure, interaction, and validation.

Design fouce on

  • Information Architecture

  • Build Prototype

  • Test & Iterate

  • Design System

Design & Solution

The Design Phase is where strategy becomes reality. Designers translate research and ideas into tangible experiences through structure, interaction, and validation.

Design fouce on

  • Information Architecture

  • Build Prototype

  • Test & Iterate

  • Design System

Design & Solution

The Design Phase is where strategy becomes reality. Designers translate research and ideas into tangible experiences through structure, interaction, and validation.

Design fouce on

  • Information Architecture

  • Build Prototype

  • Test & Iterate

  • Design System

Information Architecture
Structuring the Experience

We restructured the IA and tested several models to align with both user mental models and Carnival’s brand flow — Discover → Plan → Experience → Reward.


A key change was setting Treasure Hunt as its own module, creating a clear, end-to-end experience that connects play, reward, and brand loyalty.

This structure reduces cognitive load and opens room for future growth — from leaderboards to social and seasonal events.

Sketching Prototype

Information Architecture
A Smarter, More Joyful Way to Explore the Ship
A Smarter, More Joyful Way to Explore the Ship
A Smarter, More Joyful Way to Explore the Ship
A Smarter, More Joyful Way to Explore the Ship

The Solution

The Solution

The Solution

The Solution

Over the course of 10 weeks, we redesigned the Carnival HUB app through two key initiatives: strengthening core UX flows and introducing a Treasure Hunt engagement system—together creating a more engaging and scalable onboard experience.

Over the course of 10 weeks, we redesigned the Carnival HUB app through two key initiatives: strengthening core UX flows and introducing a Treasure Hunt engagement system—together creating a more engaging and scalable onboard experience.

Over the course of 10 weeks, we redesigned the Carnival HUB app through two key initiatives: strengthening core UX flows and introducing a Treasure Hunt engagement system—together creating a more engaging and scalable onboard experience.

Over the course of 10 weeks, we redesigned the Carnival HUB app through two key initiatives: strengthening core UX flows and introducing a Treasure Hunt engagement system—together creating a more engaging and scalable onboard experience.

white cruise ship on dock during daytime

Part Ⅰ Short-term Opportunities

Improving the Core UX through planner, navigation, and onboard assistance.

Less confusion. More control.

Improving the Core UX through planner, navigation, and onboard assistance.

Less confusion. More control.

Improving the Core UX through planner, navigation, and onboard assistance.

Less confusion. More control.

Improving the Core UX through planner, navigation, and onboard assistance.

Less confusion. More control.

01
01
01

Carnival

Carnival

Carnival

Welcome aborad

Welcome aborad

Welcome aborad

Scenario

Scenario

Scenario

Home
A Seamless Start to the Cruise Experience

Enabling easy check-in and effortless access to daily cruise information.

Get everything you need frist
02
02
02

Carnival

Onboard

Scenario

Planner
From Discovery to Planning, Made Effortless

Helping guests find the right activities through personalized tags, richer details, and a seamless booking flow—so planning their day feels simple and intuitive.

03
03
03
03

Carnival

Onborad

Scenario

Connect Onboard
Get Help Fast.
Meet People Easily.

Ask an AI for assistance with any questions or emergencies
while on the cruise.

Connect and chat with fellow cruisers and Enjoying the cruise journey with new friends.

Ask an AI for assistance with any questions or emergencies
while on the cruise. Connect and chat with fellow cruisers and Enjoying the cruise journey with new friends.

04
04
04
04

Carnival

Onborad

Scenario

Deck Map & Navigation
Discover What’s Around You

helps you quickly see what’s available near your current location on the ship.

It shows nearby dining, activities, and services, with filters so you can find what you need fast. Tap any place to view details, hours, and directions.

helps you quickly see what’s available near your current location on the ship. It shows nearby dining, activities, and services, with filters so you can find what you need fast. Tap any place to view details, hours, and directions.

people sitting on beach chairs during daytime

Part II Long-term Opportunities

Introducing a Treasure Hunt Engagement System that turns the ship into a playground

—where user delight meets business impact.

Introducing a Treasure Hunt Engagement System that turns the ship into a playground

—where user delight meets business impact.

Introducing a Treasure Hunt Engagement System that turns the ship into a playground

—where user delight meets business impact.

Introducing a Treasure Hunt Engagement System that turns the ship into a playground

—where user delight meets business impact.

Treasure hunt engagement system
Turn the Ship into a Playground
Turn the Ship into a Playground
Turn the Ship into a Playground
Onborading
Set Context in Seconds

Quickly explains what the game is, how it works, and what you’ll get—so first-time guests feel confident, start playing immediately, and keep coming back.

Personalized Storylines
Package routine actions into Game missions

Tailoring missions, routes, messaging, and rewards (e.g., families, couples, first-time cruisers, foodies)—so the game feels relevant, reduces choice overload, and drives participation and onboard spend.

Same Hunt engine,
different “scripts” for
different guest segments

7 Audience-Specific Hunt Scripts

Clarity Before Commitment
Game Detail Screen

Combines story, filters, rewards, and time limits so guests instantly know what to do, where to go, and whether it’s worth joining.

Before & after

Impactful Results

Impactful Results

As an academic–industry collaboration, the project moved beyond deliverables to demonstrate measurable impact — validating how research-driven design can shape future digital experiences. From delivery to impact, this project turned research-driven design recommendations into meaningful improvements in clarity, engagement, and brand experience.

Key outcomes
A Visually Refreshed and Cohesive Brand Experience

Updated the app’s outdated interface with a new visual system that enhances clarity, consistency, and Carnival’s ocean-inspired fun.

Simpler, More Intuitive User Journeys

Reorganized the information architecture and refined user flows for smoother planning and onboard navigation.

Smarter, More Personalized Exploration

Designed an interactive map and AI assistant to help guests explore effortlessly and discover tailored activities.

Playful Engagement That Scales Over Time

Introduced the Treasure Hunt and reward system, transforming trip planning into a gamified experience that can evolve into leaderboards, seasonal events, and future brand activations.

Key metrics

33pp

Task completion rate increased from 52% → 85%


Task completion rate increased from 52% → 85%

32%

Decrease in Platform Navigation Time

90%

of participants found the new layout “clear and enjoyable”

Based on usability testing with 22 target users

Design System

The challenge was balancing joyful brand energy with a clear UI. Too much fun distracts. Too much clarity feels bland.

I tested directions with Experience Boards. I used fluid gradients and rounded motion for energy, while keeping key actions high-contrast and in fixed spots for fast, confident use.


  • Experience Boards: I mapped tones (Playful / Energetic / Organized) to UI patterns and tested the mixes.

  • Design Language: High contrast. Big tap targets for bright decks and walking. Rounded corners, gradients, and light micro-interactions—fun without clutter.

  • Design System: Modular components (cards, filters, timeline, group planning, map controls), built to scale across ships.


  • Experience Boards: I mapped tones (Playful / Energetic / Organized) to UI patterns and tested the mixes.

  • Design Language: High contrast. Big tap targets for bright decks and walking. Rounded corners, gradients, and light micro-interactions—fun without clutter.

  • Design System: Modular components (cards, filters, timeline, group planning, map controls), built to scale across ships.

Components

Reflection

In complex, real-world contexts, UX isn’t about adding more features—it’s about reducing mental load so users can quickly understand where they are, what they can do, and what to do next. Small friction gets amplified, so the best UX decision is to keep the experience predictable: consistent key actions, clear hierarchy, and task-based guidance. Delight should support the flow, not compete with it.

Reduce confusion first. Delight comes next.

Lesson Learned
Design Within Constraints

Even without on-site testing, scenario-based simulations can reveal real user behaviors.

Design as a Strategic Lever

Aligning with KPIs and measurable outcomes connects design to business impact.

Balance Playfulness and Clarity

Emotion and usability can work together. Clear hierarchy and thoughtful motion make both possible.