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Cruising into unique digital experiences

Royal Caribbean International app mockup in person's hands
Royal Caribbean International logoEY Design Studio was engaged by Royal Caribbean International to develop a modern, consumer-grade mobile app to help increase their market competitiveness and redefine the customer experience.Service Design | Web & App Development | UI/UX
Royal Caribbean International app mockup in person's hands
Project summary
Royal Caribbean International (RCI) was looking to set itself apart in a sea of competition. They were ready to redefine the cruise experience by empowering guests with a next-level digital experience.
We built an end-to-end, digitally-focused transformation strategy, including the design and development of a modern, data-driven native mobile application. The app put revenue-generating opportunities (like ship navigation, shore excursions and dining reservations) in the palm of customers' hands. This was a game-changer. The app substantially improved guest experiences, while also driving operational efficiencies across the entire fleet. This new digital capability also helped drive bookings, strengthening Royal Caribbean's competitive advantage.
Royal Caribbean International app mockup screens
Reinventing Royal Caribbean’s strategy, centred around the launch of a seamless, digital-first mobile experience, made waves in a digital laggard industry.
Royal Caribbean International app mockup in person's hands
Royal Caribbean app mockup showing cruise ship
Beautiful inside and outRCI’s digital experience helps guests get insights into various events and features on and off the ship, in real-time, with location and weather updates.
Critical successOver 499K happy customers left raving reviews for the iOS app.4.8 star rating
Top 3 challenges
  • Cultivating even more cross-team collaboration within Royal Caribbean.
  • Introducing agile methodologies at scale to a first-time agile company.
  • Managing scale and complexity of the technological landscape for a digital transformation.
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