Norwegian Cruise Line

Website Redesign & Commerce Experience
Agency | Critical Mass

Role – Senior Digital Designer (Product / UI)
Scope – Responsive website redesign, design system foundations, purchase flow redesign

Norwegian Cruise Line aimed to modernize its digital presence to better reflect evolving brand values in a highly competitive travel market. Working with the NCL team, we delivered the company’s first fully responsive website, establishing a scalable foundation for future digital growth.

I contributed to building the design ecosystem that supported the site redesign, helping define the visual language, interaction patterns, and system foundations that later evolved into NCL’s digital design language. This work ensured consistency across a large, content-heavy platform while supporting performance and conversion goals.

A key focus of my role was the redesign of the purchasing flow. We rethought the end-to-end booking experience to improve clarity, usability, and confidence at critical decision points, creating a smoother and more intuitive path to purchase.

I also designed a custom responsive icon system to clearly communicate cruise features and support scalability across devices and screen sizes.