Exploring the onboard app experience to drive guest engagement and business growth
My role
Product Designer
Team with
PM *1
Product Designer *1
UX Researcher *1
Year
2024
Tools
Figma
About Carnival Hub
Carnival HUB is Carnival Cruise Line's onboard mobile app, helping guests discover activities, manage plans, make reservations, and access key ship info throughout their trip.
Carnival Cruise Line holds 21% market share, operates 27 ships across 60 destinations, and serves 3,000+ passengers per excursion.
Project Context
Carnival HUB buried guests in information overload — with so many onboard activities on offer, guests struggled to find what mattered to them and lost confidence in how to spend their limited time onboard.
Over 10 weeks with Carnival's Digital Experience Team, I led research and discovery, information architecture, and end-to-end UI/UX design to identified two complementary directions: short-term UX improvements to reduce friction, and a long-term Treasure Hunt system to turn planning into guided, playful exploration — together raising task completion from 52% to 85% in usability testing.
Part Ⅰ Short-term Opportunities
Home
A Seamless Start to the Cruise Experience
Enabling easy check-in and effortless access to daily cruise information.
Get everything you need frist
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.
Carnival
Onborad
Scenario
Connect Onboard
Get Help Fast.
Meet People Easily.
Carnival
Onborad
Scenario
Deck Map & Navigation
Discover What’s Around You
Part II Long-term Opportunities
Treasure hunt engagement system
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.
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
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
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.
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.