Client UX · Travel

24Seven Escapes

Independent client work for a cruise travel advisor, covering UX research, usability testing, website strategy, and responsive implementation.

Booking a cruise is a high-consideration decision, and the people making it arrive with very different concerns. A first-time cruiser needs reassurance and explanation; someone organising a group needs logistics; a solo traveler needs to know they will not feel out of place. The work focused on giving each of those travelers a route through the site that answered their own questions, and on building enough trust for someone to hand over a significant trip to an advisor they have not met.

Case study in progress

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Project details

Client. 24Seven Escapes, a cruise travel business.
Sector. Travel and hospitality.
Role. UX research, website strategy, and website implementation.
Engagement. Independent client work.
Status. Site is live; case study documentation in progress.

Focus areas

What the work involved

UX research
Usability testing
Traveler segmentation
Information architecture
Content organization
Conversion paths
Responsive design
Website implementation
Client communication
Prioritizing findings

Research

Testing with four kinds of traveler.

I ran usability testing with people representing the distinct traveler profiles the business serves, because their questions and hesitations are not interchangeable.

Traveler profiles tested

First-time cruisers. Need the basics explained without feeling talked down to.
Solo travelers. Need to know the experience is designed with them in mind.
Group travelers. Need coordination, logistics, and shared planning answered.
Celebration travelers. Are planning around a milestone, so the occasion drives the decision.

What that changed

Rather than one general services page, each traveler type now has its own route into the site, so visitors can self-identify quickly instead of filtering irrelevant information themselves. Testing findings were prioritised against what was actually achievable within the client's platform and timeline, which meant making explicit calls about what to fix first and what to leave for later.

Case study in progress

Full case study documentation is currently being written, including the research process, testing findings, and the prioritisation decisions behind the final build. The live site is the clearest view of the outcome in the meantime.

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