Antarctica Cruise ⎯ Bringing tailored Antarctic journeys to life on a platform built to scale across brands
⎯ Antarctica is a journey most people make only once. With so many ships, routes and experiences, knowing how to make the most of it isn’t easy.
Antarctica Cruise’s specialists turn those possibilities into personalised luxury journeys. We brought that expertise to life online, on a platform designed to scale across its cruise brands.
Services
UX Design
UI Design
Development
CLIENT
Antarctica Cruises
The offer was getting lost
A catalogue-style website made a tailored service look like a collection of fixed trips.
The homepage led with itineraries, ships and detailed options, asking visitors to compare products before they understood the value of the service.
A focused acquisition page pointed to a better approach, but the wider site still told a different story. We needed to make the tailored service—not the inventory—the organising idea for the entire experience.
Make the tailored service the story
Travellers needed to understand the value of specialist guidance before exploring individual ships and destinations.
We reorganised the website around how Antarctica Cruise actually helps its customers. The new journey introduces the tailored expedition first, then presents a curated selection of standout ships and destinations to bring the possibilities to life.
By removing itinerary listings, pricing and unnecessary detail, the site gives visitors enough to feel inspired—and a clear reason to speak with a specialist.
Create desire without the noise
The experience needed to capture the feeling of Antarctica without overwhelming the customer.
Large-format imagery and video carry the emotion, while generous space, low text density and one clear idea per view keep the story easy to follow. Layered interactions reveal more detail when visitors choose to explore.
Contemporary typography and a restrained colour palette give the experience a polished character. The same system can be adapted across the company’s cruise brands, each with its own imagery, colours and destination story.
Turn interest into qualified enquiries
The form needed to convert motivated travellers, set clear expectations and give the sales team a useful starting point.
We designed a focused three-step journey that asks what travellers are considering and where they are in their planning. It remains accessible to people early in their research, while introducing enough commitment to reduce low-quality enquiries. Visitors also know before submitting that the next step is a phone call.
Native HubSpot forms sit behind a custom front-end experience, combining the website’s branded design with HubSpot’s form management, customer data and audience-segmentation capabilities. The marketing team can manage and tailor forms independently without compromising the customer experience.
Build once, adapt across brands
Antarctica Cruise needed a dependable website. The wider business needed a model it could reuse.
We replaced WordPress with a headless platform built on Payload CMS and Next.js. Modular content sections give the marketing team the flexibility to create pages while keeping each site consistent and easy to manage.
Payload’s multi-tenancy framework allows every cruise brand to have its own content and visual identity on the same underlying platform. New brand sites can be launched with minimal development, rather than designed and built again from the beginning.
A premium experience, built to perform
The new website gives Antarctica Cruise a digital presence that reflects the quality of its service and the significance of the purchase.
A clearer proposition, confident visual design and considered interactions position the business as a premium specialist customers can trust with a once-in-a-lifetime journey.
The site delivers excellent Core Web Vitals performance on both mobile and desktop, showing that a rich visual experience need not come at the expense of speed.
It has remained stable since launch, while the marketing team continues to manage content and build pages independently. The same platform is now being used for Kimberley Cruise, with the next brand rollout underway.
Userkind is a digital design agency in Sydney founded by Lucie Bertiau & Garreth Wills.
Userkind acknowledges the Traditional Custodians of the land on which our Sydney team work, the Bidjigal, Birrabirragal and Gadigal people. We recognise their continued connection to the land and waters of this beautiful place, and acknowledge that they never ceded sovereignty. We pay our respects to their Elders past and present and extend that respect to all First Nations people.
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