CruiseCritic Redesign

From Silos to Seamless

Create a more connected cruise research and booking experience that leverages CruiseCritic’s robust content and brand. Better indoctrinate newbies to the world of cruising while also providing easy paths to more advanced content for the veteran cruiser.


  1. Discovery immersion
    Deep dive into the industry and CruiseCritic business through a series of stakeholder interviews, SWOT analysis, cruiser research, analytics review and visioning workshops.
  2. Strategic road mapping
    Craft the experience strategy and establish the design sprint approach up to MVP and beyond.
  3. Taxonomy definition
    Quantitative research with key segments to establish the site information architecture. Validate new structure in second taxonomy study with a simulated A/B to ensure optimal usability for new users as well as existing CruiseCritic visitors.
  4. Design sprints
    Detail key scenarios and quickly turn them into high fidelity Axure prototypes. Test and refine prototypes through two rounds of usability testing.
  5. Brand exploration and application
    Visual system and style guide creation based on new brand standards.


A flexible experience that accommodates varying entry points, scenarios and personas and moves users seamlessly through the conversion funnel. Significant post launch improvements in revenue per visit, conversion rate and Net Promoter scores.

“We entrusted ZeroDegrees on one of the most important and visible initiatives for the CruiseCritic business–the redesign of our flagship site. They exceeded our high expectations at every point along the way as they expertly guided a project full of high impact decisions. The final product is a powerful change for our customer and our company and a reflection of the expertise that ZeroDegrees brings to a user experience project–especially ones as complex as ours.” Mike Ewing General Manager TripAdvisor co., The Independent Traveler

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