My Cruises — Account Area Redesign

Employer: Fred. Olsen Cruise Lines

Role: UX Specialist

Sole designer on this project. Status: in progress — currently in user testing and iterative design phase.

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Challenge

“My Cruises,” the customer account area of the site, had fallen behind user needs and expectations. Guests struggled with core tasks: finding key information about their upcoming cruise, completing required pre-departure forms, and booking ancillary products through a suboptimal process. The area lacked a clear structure to support these journeys, leaving users to hunt for information rather than being guided to it.

Process

I’m running ongoing user testing to identify where task completion breaks down within the current account area.

I’m working through iterative design cycles, testing and refining a redesigned structure against real user behaviour rather than shipping a single final design.

Solution

A full redesign of the My Cruises area, moving to a modern dashboard pattern that:

Replaces repetitive image-based tiles that were hard to navigate at a glance with a familiar, scalable navigation pattern that highlights key journeys (e.g. pre-departure tasks, ancillary bookings).

Improves discoverability of information guests need most in the run-up to departure.

Streamlines the ancillary booking process identified as a pain point in the original design.

Early Results

+30%

Task Success Rate

+25%

Customer Effort Score (CES)

Key takeaways

  • Iterating in testing before full rollout is allowing the design to be refined against real task success data rather than assumptions about what guests need pre-departure.

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