Grand Circle Cruise Line
Redesigning The Digital Travel Experience
Unified a fragmented travel brand across print, digital, and web for one of the world’s largest adventure travel companies.
AGENCY

Internal

ROLE

Design & Interactive Director

DELIVERABLES

UI/UX Design, Web Design, Email Marketing, Digital, Photography, Print, Social Media

CONTEXT

Grand Circle Corporation is one of America’s largest travel companies for the 50-plus market, operating three brands — Grand Circle Cruise Line, Overseas Adventure Travel, and Grand Circle Travel — across river cruises, small ship expeditions, and land tours worldwide.

THE WORK

As interactive design team lead, I owned the full digital redesign of both the Grand Circle Cruise Line and Overseas Adventure Travel websites — covering UI/UX strategy, information architecture, prototyping, and launch. The engagement spanned the entire design process, from early research and stakeholder presentations through focus groups, brand guidelines, and a modular design system that unified both brands under a shared framework, accelerating development and making content updates faster across the organization.

Grand Circle, Email Marketing, Web Design, UX Design, UI Design
HOME PAGE REDESIGN. UI/UX Design. Design of the modular homepage that allowed faster content delivery of adding new trips and promotions.
Grand Circle, Email Marketing, Web Design, UX Design, UI Design
PRODUCT PAGE. Designed a trip web page that included creating wireframes, high-fidelity prototypes, video player functionality, user testing, and focus groups.
Grand Circle, Email Marketing, Web Design, UX Design, UI Design
VIDEO GALLERY. UI UX Design. Designed a web interface and prototypes for a video gallery page. The interface allowed travelers the ability to filter trips by region, country, trip type, and video type, hover state on thumbnail images with playtime, and a short description. Choosing a video would be highlighted at the top part of the page for playing and calls to action for more information. 
Grand Circle, Email Marketing, Web Design, UX Design, UI Design
REQUEST A CATALOG. UI/UX Design. Designed a web interface and prototypes for requesting a custom digital trip catalog. The interface allowed travelers the ability to filter trips by year, region, country, type, duration, and brand.  Select up to three trips and choose whether to download the custom digital catalog or have it sent by mail.
Grand Circle, Email Marketing, Web Design, UX Design, UI Design
LAST-MINUTE DEALS. UX Design. Designed a web page for Last-minute travel deals that included creating high-fidelity prototypes.
Grand Circle, Email Marketing, Web Design, UX Design, UI Design
INTEGRATED CAMPAIGN. Landing page and email design.
Email Marketing, Web Design, UX Design, UI Design
HOME PAGE. Redesign of Overseas Adventure Travel home page leveraging a similar structure as the Grand Circle Home page to improve efficiencies.
Email Marketing, Web Design, UX Design, UI Design
PRODUCT PAGE. Designed a trip web page that included creating wireframes, high-fidelity prototypes, video player functionality, user testing, and focus groups.
Email Marketing, Web Design, UX Design, UI Design
VIDEO GALLERY. Designed a web interface and prototypes for a video gallery page. The interface allowed travelers the ability to filter trips by region, country, trip type, and video type, hover state on thumbnail images with playtime, and a short description. Choosing a video would be highlighted at the top part of the page for playing and calls to action for more information. 
Email Marketing, Web Design, UX Design, UI Design
FIND YOUR ADVENTURE. Designed a web interface and prototypes for the Find Your Adventure web page. The interface allowed travelers the ability to filter trips by year, region, country, type, duration, and brand. The web page included easy access to more information without overwhelming the traveler which included links to traveler reviews, videos, itineraries, request a call, dates, prices, and more.
Email Marketing, Web Design, UX Design, UI Design
BUILD YOUR TRIP APPLICATION. Concepted and designed a multi-step web interface and functional Axure Pro prototype for the Build Your Itinerary section of the website. The interface allowed travelers a step-by-step way to custom-build their perfect trip.
UX Website Designer, Boston
MY ACCOUNT SECTION. Concepted and designed a multi-screen web interface for the My Account section of the website. The interface allowed travelers to access information and features that included Past Trips, Trip Planner, My Reservations, My Travel Credits, Vacation Ambassador Referrals, My Profile, My Companions, My InBox
Email Marketing, Web Design, UX Design, UI Design
TRAVELER REVIEWS. Designed a new Traveler Review section of the website.
Email Marketing, Web Design, UX Design, UI Design
LANDING PAGES. Modular landing page designs.