Disney Cruise Line is the Walt Disney Company's luxury cruise vacation brand, combining traditional cruising with immersive Disney entertainment, character experiences, and themed storytelling for families and Disney fans.
Our team reimagined the customer journey by developing a modular design system that enabled advanced customer personalization, met accessibility standards, maintained full responsiveness across all devices, all while significantly improving campaign production efficiencies.
Role
Designer
Skills
UX/UI Design
Design Systems
Module Architecture
Accessibility & WCAG
Creative Direction
Animation
Design Systems
Module Architecture
Accessibility & WCAG
Creative Direction
Animation
Tools
Figma
Adobe Creative Suite (Photoshop, After Effects, Illustrator)
Wrike
Slack
Adobe Creative Suite (Photoshop, After Effects, Illustrator)
Wrike
Slack
Collaborators
Nick Cantu - Creative Director
Jason Witt - VP, Executive Creative Director
Laurelie Thill - Project Manager
Disney Cruise Line Team
Jason Witt - VP, Executive Creative Director
Laurelie Thill - Project Manager
Disney Cruise Line Team
Problem
When it comes to travel, triggered and transactional emails can make or break the customer experience. Disney wanted to see their messages reimagined to be as enchanting as the brand itself while delivering every detail a customer needs to know about their trip.
Solution
A responsive and highly dynamic modular architecture design system that enhances the Disney Cruise Line experience and provides customers with a clear view of their trip details. A refined content hierarchy, fresh copy, personalized live text, and subtle animations make each confirmation and itinerary come to life.
Component Library
Impact
This new design system means the magic begins from the moment Disney Cruise Line passengers book their trip. The Disney Cruise Line brand itself now has a more cohesive style between promotional and transactional messages, and receives fewer customer support inquiries thanks to greater clarity.
30+ initial automated behavioral messages
+75% increase in email open rate
+38% production efficiency on new campaign builds
+80% production efficiency on existing campaign builds
