Island Cruises

What do you do if the product you sell is so complicated, and people’s reasons for buying it so diverse, that you can’t see a ‘one size fits all’ solution?

That’s the problem that Island Cruises gave to cxpartners when we joined their team of agencies redeveloping their Website last year.

Sound familiar?

It’s a common problem – certainly for travel companies, but one we’ve also come across with our financial services, automotive and high-tech clients; anyone, in fact, with a significant amount of information to explain.

Often, the more you look, the harder the problem seems to become.

Our solution was to spend time watching users, conducting task interviews, watching salespeople at work and picking up data from some unusual and often-ignored sources like search engines.

Finding the answer

The core of the solution came from watching Island Cruises most successful salespeople, who concentrated on answering questions, rather than taking bookings.

We learned from them - and built a booking engine that also worked as a brochure, explaining the product at every step.

We then worked and re-worked designs in workshops with client stakeholders and our fellow agencies until we had something mature, practical and very simple to use.

This is our favoured approach. It helps us ensure that we make best use of the skills of our agency partners and the depth of experience our clients have.

It enabled us to develop a site map, information architecture, and then wireframes - all the while involving users to ensure that they were easy to understand and use.

Result!

The results for Island Cruises were every bit as good as we’d hoped for – a category-defining site that trebled the sales of the one it replaced.

What next?

Get in touch to find out more

Island Cruises

Learn more at our seminars

Find out about us and what makes us different.

Case studies

• Island Cruises
• Marriott
• Microsoft NHS
• Platform (part of Britannia)
• Planning Portal