The customer experience didn’t start at the destination. It started the moment someone booked.

The existing communications were doing an important functional job — confirmations, reminders, pre-departure information and practical updates — but they weren’t reflecting the experience guests had just committed to.

The opportunity was to rethink the role of CRM. Instead of simply administering the time between booking and arrival, every interaction could help guests look forward to what was coming while feeling prepared for it.

I helped shape an approach that balanced what guests needed to know with what could make them excited to go — bringing destination imagery, storytelling and useful content into the journey alongside essential information.

CRM became more than a service channel. It became part of the travel experience.

Inform. Inspire. Build anticipation.

There wasn’t one customer journey to design for.

Voyages operated across different destinations and experiences, with guests receiving different communications depending on where they were going, what they had booked and where they were in their journey.

The challenge was to make those communications feel relevant to the individual without allowing the overall experience to become fragmented.

I helped map the communication journey and establish a clear hierarchy for different types of content — from transactional information and pre-departure essentials through to destination inspiration and personalised content.

That created a framework where communications could flex around the guest while still feeling like part of one considered Voyages experience.

Different destinations. Different journeys. One connected experience.

The real design challenge wasn’t creating one great email. It was creating a system capable of producing hundreds of them.

With Salesforce Marketing Cloud, the internal team needed to build and adapt communications long after the initial design work was complete. A beautiful collection of templates wouldn’t be enough if the experience became inconsistent the moment it left the design team.

So rather than designing individual emails in isolation, I created a modular design system of reusable components, templates and rules that could be combined in different ways across destinations, journeys and communication types.

The system gave Ayers Rock Resort and Mossman Gorge room to retain their own character while sharing a consistent underlying structure, hierarchy and behaviour.

I translated that thinking into a practical Marketing Cloud toolkit the internal team could use to create and adapt communications themselves — without losing usability, consistency or design quality.

It wasn’t simply a new suite of emails. It was a system designed to keep creating great customer experiences at scale.

Flexible enough to adapt. Structured enough to stay consistent. Built to keep working.

MY ROLE
Senior Art Director
Customer journey thinking
CRM experience design
Creative direction & art direction
UX/UI & information hierarchy
Modular design system
Salesforce Marketing Cloud toolkit
Responsive email design
Design principles & guidelines
Rollout & implementation