The run down

AmaWaterways is a river cruise company, and plenty of people booking a holiday won’t have heard of them. So the new website had two jobs: work as a proper booking site, and show someone meeting the brand for the first time what it’s all about.

It’s a big site. Itineraries, ship details, a login area to manage your trip, and everything in between. I designed the UI and the design language, working alongside the UX designers in an agile way. Meanwhile, the brand was being refreshed, and new art direction was being made, so we were building on moving ground, which kept things interesting.

The real challenge was balance. People are here to plan and book a trip, so function comes first. But a site that’s all function wouldn’t tell anyone who AmaWaterways is. The design keeps things clear and easy to use, then brings in story and personality in the right places, without getting in the way.