DIGITALSIGNAGE
TRANSFORMATION
THE CHALLENGE
Royal Caribbean and Celebrity relied on onboard digital signage as a critical guest communication channel, but the experience had become visually fragmented, difficult to scan, and disconnected from the broader digital ecosystem. Existing signage lacked clear visual hierarchy, inconsistent content categorization, and limited alignment with the guest-facing mobile app.
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At the same time, the business needed signage to:
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Scale consistently across an expanding fleet
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Support multiple brands (Royal Caribbean and Celebrity)
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Launch alongside new ships and terminals on immovable timelines
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Increase visibility of revenue-generating onboard promotions
The organization needed a scalable signage system, not one-off screen designs.
DIGITAL SIGNAGE
My role was to evaluate the existing digital signage, determine issues with the experience, create a design system that helped drive revenue onboard our ships.
I led the transformation of digital signage into a repeatable, brand-aligned experience system that could scale across ships, terminals, and brands.
The approach included:
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Auditing existing signage to identify hierarchy, legibility, and content gaps
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Defining a clear visual hierarchy and content model optimized for glance-based consumption
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Establishing a unified design language aligned with the guest mobile app experience
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Creating digital signage style guides and specifications to support consistent execution
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Designing signage for new ship launches and terminal openings under fixed deadlines
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Partnering closely with product owners, business stakeholders, executive leadership, and external vendors to ensure feasibility and adoption
Rather than designing screens in isolation, the work focused on creating a system that could be reused, adapted, and reliably delivered under pressure.​​​
DESIGN APPROACH
OUTCOME
The digital signage system:
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Launched successfully across multiple ships and terminals on schedule
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Scaled across the Royal Caribbean and Celebrity fleets
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Improved clarity and readability for guests in high-traffic environments
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Strengthened alignment between onboard experiences and the mobile app
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Increased visibility and effectiveness of onboard promotional content
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Provided teams with reusable guidance that reduced rework for future launches
Most importantly, signage shifted from bespoke execution to durable experience infrastructure.
MY ROLE & INFLUENCE
As Product Design Lead, I:
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Owned the experience strategy and design direction from concept through implementation
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Led a small team of designers and coordinated with external vendors under tight timelines
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Facilitated concept reviews and alignment sessions with product and business stakeholders
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Established style guides and system standards to support scale and consistency
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Managed design quality across multiple concurrent launches through visual QA
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Presented work and recommendations to senior leadership and executives
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Scaled impact beyond signage by supporting go-to-market initiatives and helping kickstart early research and testing efforts
SYSTEMS IN PRODUCTION
ROYAL CARIBBEAN
Redesigned and scaled a fleet-wide digital signage system that improved content clarity, aligned with the guest mobile app, and supported revenue-generating onboard experiences.
CELEBRITY
Established the first digital signage system for Celebrity, creating a reusable visual framework designed to scale across new ships and terminal environments.
STYLE GUIDES
Created digital signage style guides and specifications to enable consistent execution across brands, ships, and terminal launches.