ORGANIZATION & CULTURE
Built and scaled a multidisciplinary design team grounded in systems thinking and guest-centered craft. Introduced a unified design system that aligned designers, product managers, and engineers around a shared language, improving speed, consistency, and collaboration.
LEADERSHIP & DELIVERY
Led the end-to-end transformation of Norwegian's core digital products: the website, the AI-powered guest assistant, and the mobile app. Established a design vision focused on simplifying trip planning and giving guests confidence and clarity at every stage of the journey.
The mobile app started as a legacy experience with confusing navigation and no clear post-booking flow. Redesigned in parallel with web, on the same design system as the rest of the platform, it was rebuilt around what guests actually do after booking, not how the backend organized its features: check in, plan onboard reservations, know what's happening as they board. Personalization adapted content and offers to each guest's stage and profile. Offline access meant guests could still find their way around the ship with no signal at sea.
STRATEGY & IMPACT
Since launching the new design system, digital platforms, and Nora AI assistant, Norwegian has seen measurable gains across key business metrics. Guests using Nora are 58% more likely to enter the booking funnel, with 16% higher booking values, contributing to increases in direct bookings, payments, and average order value.
