Fred Olsen Cruise Lines
Crafting an engaging digital experience
Role Interaction designer
Fred Olsen Cruise Lines offers unique, adventure-filled cruises for traveler’s seeking memorable journeys. Our project aimed to redesign the website, creating a visually appealing and user-centric experience for prospective and current passengers. Key objectives included improving information accessibility, streamlining the booking process, and evoking a sense of adventure.
Awards
Gold DBA Design Effectiveness Award 2024
"Also winning Gold was the immersive, rich experience created online by Else for Fred. Olsen Cruise Lines, which increased engagement and saw website usage leap 60% on the previous year and conversions from browsing visitors to bookings improve by 50%."
Travel website of the year at UK Dev awards 2024
"Fred. Olsen Cruise Lines unveiled their new website last year, which featured a streamlined booking process and more opportunities for guests to enhance and personalise their cruise experience."
Project goals
Boost user engagement and time on site
Help users instantly grasp the app’s benefits by delivering clear, compelling information that highlights what makes O2 Priority special.
Increase conversion rates and online bookings
Streamline the booking process with an intuitive interface and personalised recommendations to encourage more bookings.
Reduce customer support enquiries
Implement self-service options and improve accessibility to empower users.
Enhance brand perception and loyalty
Use interactive features and responsive design to create a seamless, immersive experience across devices.
Following its launch, usage of FOCL’s website leapt 60% on the previous year, with 28% more people entering the booking flow. Friction and drop-off in the booking process were also reduced and conversions from visitors browsing the website to making a booking improved by 50%.
