Norwegian Redesign
SUMMARY
For this massive redesign over a multi-year partnership, we created a new digital brand system, a library of modular UI components, and adaptive templates for hundreds of unique detail pages.
BRAND REFRESH
Whatever stage of the journey a visitor is in, our design system made sure content was interactive when it needed to be, and out of the way when it wasn’t:
- an expanded type system gives hierarchy to product details and pricing information
- responsive components adapt to any content size or state
- standardized language for dates, cities, and prices, ensure consistency throughout
CONTENT STRATEGY
Content strategy was the core of this redesign, and the success of the resulting design system.
We audited thousands of pieces of unique content that could appear in the front end, to categorize, standardize, and determine the min, max, and average sizes the UI would need to accommodate.
We explored discovery across all touch-points, making search less daunting and more fun by letting people explore in any mode: by date, destinations, climate, activity, or vibe.
DESIGN SYSTEM
Informed by content and UX findings, I led the effort to implement a new digital design system by making sure it’s useful to everyone, not just designers. I partner with development teams to understand their framework constraints, with marketing teams to understand their CMS authoring experience, with product managers to understand how pain points with the old system.
OUTCOMES
As exciting as vacation content is, one of our highest-priority goals of the redesign was to simplify the UI for booking, checkout, and payment flows. The existing experience was critical to sales, and one that customers had described as similar to filing taxes.
Creative Direction/Art Direction
UX + UI Design
Design System/Digital Brand System
Web Prototypes
Design Direction: Sean Kelly
Design: Clarissa Vu, Lindsay Farrell, Jon Burke, David Mitchell
Agency: Critical Mass