Project Overview
Team of 4 UX Designers
Competed against 2 other teams of 3-4 Design students
Tasked by Royal Caribbean to present a solution towards driving positive change through donations.
Timeline:
5 Days
Skills
User research
Copywriting
Strategy
Time Management
Tools:
Figma, Otter A.I
Platform:
Desktop
About Royal Caribbean & Make-A-Wish
Launched in 1969 Royal Caribbean is a cruise line that has sought to innovate and, as a result, has accomplished award-winning success.
Royal Caribbean has partnered with Make-A-Wish, a nonprofit organization, with their Wishes at Sea campaign in an effort to help deserving children realize their wishes.
Context
At the time of the project, there were no CTAs for donations on the Royal Caribbean main pages, and the Wishes at Sea campaign web page could only be found via search.
Project Goal
Find a solution to drive positive change through donations to the Wishes at Sea Campaign. By day 5, I, alongside my team, would present our solution to a panel of 4 UX experts from Royal Caribbean and be evaluated.
Research
Secondary Research
I conducted interviews that helped bring to mind that there are potential barriers to engagement, including
Donor Trust
Clarity on donation impact
meaningful incentives for contributions on the current Royal Caribbean web page.
Notable Quotes
Mark
“The stories that really drive me to make a contribution are the ones that are, well, obviously, you know, heart wrenching”
Ashley
“Credibility because there are a lot of organizations that don’t give to charity”
Jose
“Donating should come from the heart”
Problem
Despite a genuine interest in helping children and supporting impactful causes, potential donors feel frustrated by a lack of transparency and are often hesitant to trust companies when it comes to making charitable contributions.
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Solution
Focus on the booking flow experience
Breadcrumb storytelling banners in a way that is non invasive to the consumer
Place the CTA to learn more about Wishes at Sea in the confirmation page
Give stories and transparency over the impact the consumer donation will have
Process
Inspiration
To propel forward how we were going to handles this project with care and diligence we looked towards how Royal and Make A Wish had done partnerships in the past and aimed to align with how they had done so in the past.
Brainstorming + Strategy
The sketches and overall brainstorming process of the design sprint helped us converge on having a focus on the booking process, where I strategized that placing a link for the Wishes at Sea page would be the best setting for a CTA for donations. After all, the user has completed their goal of booking a trip, and this placement would not detract from the booking flow.
This in turn led to vital key points:
Finding balance between business needs and consumer needs and not detract from booking flow
Spread donation awareness without being invasive
Place Make a Wish in a partnerships tab and avoid any conflict with other partnerships Royal Caribbean has
Time Management
Given that there was a short time frame to work on this as well as lots of possible angles we could have thought to take this, I made sure to place an emphasis on time management, and help align the team on focus and not get too swept away by the brainstorming process.
UX Writing / Copy
Confirmation Page
Given I had strategized placing the Wishes at Sea Donation link on the confirmation page, I also took it upon myself to write the copy.
Presentation
Here, my team and I presented our solution to 4 UX experts, who would judge and decide whether our solution would win the design sprint.
See the full slides here
Takeaways
Placing 2nd, we received valuable feedback from the guest judges from Royal Caribbean.
Learnings
Time Management is important for tight deadlines
Sticky Tab placement was too bold
It is important to find balance between business and consumer goals
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