AmaWaterways

AmaWaterways is a luxury river cruising company with over 20 years in the industry. Historically focused on a travel agent-first model, the business is now strategically optimising its direct-to-consumer model to drive conversion. To achieve this, AmaWaterways initiated a website redesign along with a full rebrand project.

Date
2024 - on-going
Client
AmaWaterways
Role
UX Designer
Key Skills
User Research, UX Design
01

The Challenge

The goal of the website redesign was to create an elevated digital experience that reflects AmaWaterway's unique differentiators, while satisfying nuanced customer needs and seamlessly guiding users from discovery through to conversion.

02

Discovery & Research

Stakeholder Engagement & Working Sessions

We began with an office visit to AmaWaterways headquarters, running collaborative sessions with key stakeholders. These workshops aimed to align on business objectives, explore what the new site needed to achieve, and gain insights from internal teams through in-person interviews.

Primary & Secondary Research

Our research spanned multiple methodologies:

  • Questionnaires, stakeholder interviews, and customer interviews to gain insights from a customer and business stand point.

  • Monitored testing sessions ran with customers using the existing site to uncover issues with the existing UX and identify user needs and pain points.

  • Competitive analysis to benchmark AmaWaterways against industry leaders, identifying gaps and areas for differentiation.

SEO & Conversion Path Analysis

We collaborated closely with our SEO Director to analyse the current path to conversion, identifying friction points and barriers to conversion. These insights directly informed the proposed IA and customer journeys.

Proto-personas & Customer Journeys

Building on research insights, we developed proto-personas and mapped key customer journeys of various scenarios—from awareness to conversion.

03

Definition

Requirements Definition & Prioritisation

Working with our business analysis on the team, we created a structured list of website requirements. These were then prioritised with client input, and formed the basis of the MVP scope.

Collaborative Working Sessions

We ran additional client working sessions to collaboratively explore key features along the conversion journey and share ideas that were generated from internal ideation sessions.

Proposed Sitemap & IA

Proposed sitemap & IA defined all pages, functionalities and how information is structured on the new site. These deliverables have been continuously updated during design sprints, following an agile process.

04

Design (on-going)

Coming Up

The design phase is currently underway. I am working closely with the lead designer and content strategist, following an agile two-week sprint cycle. Due to confidentiality, design details cannot be shared. Please get in touch to learn more about this project.