Priceline.com Cruises – Mike McChesney // Senior Creative

Services

Brand Identity
Web Design
User Experience
Email Design

Deliverables

New homepage and email designs optimized for performance

Location

Wilmington, MA

Priceline.com
Email & Web Design

I managed all graphical assets and design for the Priceline.com Cruises business. High-volume marketing and sales required a streamlined approach and consistent performance from our weekly emails and web sales. The backend had to be easy to update and implement to keep developers happy.

A weekly email was sent on behalf of Priceline Cruises promoting product and consistently beating industry averages for open rates and click-through rates. Metrics were analyzed on a regular basis to improve best practices and hone messaging techniques.

For the Priceline.com Cruises homepage, users found the search page hard to navigate and complete the buying process. Users abandoned searches with high frequency.

Extensive user-testing of prototypes at Bentley University’s Usability Labs yielded valuable information about the sticking points. Priceline.com Cruises homepage was redesigned, integrating learnings from analytics and SEO – this was a first-generation revision which was eventually rolled out across brands because of its exceptional performance and ease of maintenance - the before and after are shown below.