Project HIghlights

The first round of updates garnered positive feedback, reflecting a notable enhancement in guest experience and satisfaction. They not only resonated well with guests, but also effectively reduced the volume of related inquiries to the call center, demonstrating the tangible impact of our user-centric approach. This outcome reinforces the importance of a balanced strategy that aligns business objectives with the evolving needs and expectations of our guests.

Since Disney Cruise Line's launch in 1998, its dedicated cruisers have gone on many voyages. That said, it’s no surprise that the time had come to introduce a new tier to the membership program. Yellow Shoes, the team responsible for creative marketing, decided this was also the perfect opportunity to refresh the brand's look to make it more modern and appealing.

The team unveiled a refreshed logo, offering several variations, accompanied by a distinct compass rose emblem to symbolize the different membership tiers.

While the new Pearl asset was a hit in marketing materials, its adaptation for digital platforms posed significant challenges, as evident in the example above. Additionally, implementation in the digital space required a few more assets to be created for use in various locations.

To address this, I partnered with the Art & Animation team—the experts in Tech & Digital responsible for creating visual content across our platforms. After several iterations of adjusting highlights and lowlights, we reached a conclusion: achieving sufficient contrast while maintaining consistency with existing styles in our digital space was not feasible. This led us to explore alternative solutions. I proposed the idea of drawing inspiration from the color palette of natural pearls. A bit of swift research revealed that many freshwater pearls exhibit a pink-hued iridescence similar to our original design, yet provide a broader range of high-contrast options.

This ended up being the perfect fit for our requirements, offering the contrast we needed to create a visually appealing and consistent solution. Together, we developed distinct variations of the compass, ensuring both aesthetic appeal and functional versatility.

Beyond the standard Pearl benefits, we introduced an exclusive perk for guests who have embarked on over 50 sailings. This unique offering allows them to have their family name engraved on Disney's private island, Castaway Cay.

With the new section highlighting this benefit on the logged-out page, I was tasked with developing a notification strategy for logged-in guests. To achieve this, I designed a banner-style alert for the dashboard header. I worked closely with the Art & Animation team again to create a custom illustration to ensure the notification was not only informative but also visually captivating.