Donation Solution for Royal Caribbean's Wishes at Sea Campaign

Jasiel Diez

Completed work

UX Designer

Figma

Logistics & Supply Chain

Hackathon / Design Sprint

BrainStation

Project Overview

Team of 4 UX Designers

Competed against 2 other teams of 3-4 Design students

Tasked by Royal Caribbean to present a solution towards driving positive change through donations.

Timeline:

Skills

User research

Copywriting

Strategy

Time Management

Tools:

Figma, Otter A.I

Platform:

Desktop

About Royal Caribbean & Make-A-Wish

Launched in 1969 Royal Caribbean is a cruise line that has sought to innovate and, as a result, has accomplished award-winning success.

Royal Caribbean has partnered with Make-A-Wish, a nonprofit organization, with their Wishes at Sea campaign in an effort to help deserving children realize their wishes.

Context

At the time of the project, there were no CTAs for donations on the Royal Caribbean main pages, and the Wishes at Sea campaign web page could only be found via search.

Project Goal

Find a solution to drive positive change through donations to the Wishes at Sea Campaign. By day 5, I, alongside my team, would present our solution to a panel of 4 UX experts from Royal Caribbean and be evaluated.

Research

Secondary Research

I conducted interviews that helped bring to mind that there are potential barriers to engagement, including

Donor Trust

Clarity on donation impact

meaningful incentives for contributions on the current Royal Caribbean web page.

Notable Quotes

Mark

“The stories that really drive me to make a contribution are the ones that are, well, obviously, you know, heart wrenching”

Ashley

“Credibility because there are a lot of organizations that don’t give to charity”

Jose

“Donating should come from the heart”

Problem

Despite a genuine interest in helping children and supporting impactful causes, potential donors feel frustrated by a lack of transparency and are often hesitant to trust companies when it comes to making charitable contributions.

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How might we bring clarity and awareness to hesitant donor's in a non-invasive way so that people feel secure in their decision to donate to the cause?

Solution

Breadcrumb storytelling banners in a way that is non invasive to the consumer

Focus on the booking flow experience

Place the CTA to learn more about Wishes at Sea in the confirmation page

Give stories and transparency over the impact the consumer donation will have

Process

Inspiration

To propel forward how we were going to handles this project with care and diligence we looked towards how Royal and Make A Wish had done partnerships in the past and aimed to align with how they had done so in the past.

Brainstorming + Strategy

The sketches and overall brainstorming process of the design sprint helped us converge on having a focus on the booking process, where I strategized that placing a link for the Wishes at Sea page would be the best setting for a CTA for donations. After all, the user has completed their goal of booking a trip, and this placement would not detract from the booking flow.

This in turn led to vital key points:

Finding balance between business needs and consumer needs and not detract from booking flow

Spread donation awareness without being invasive

Place Make a Wish in a partnerships tab and avoid any conflict with other partnerships Royal Caribbean has

Time Management

Given that there was a short time frame to work on this as well as lots of possible angles we could have thought to take this, I made sure to place an emphasis on time management, and help align the team on focus and not get too swept away by the brainstorming process.