Building Scalable, High-Impact Programs for Global Cruise Brands

Consulting & Support

Their Challenges & Our Solutions

• Fragmented experimentation practices without a unified strategy. Solved by delivering a structured experimentation playbook, roadmap, and training. Building a unified, scalable system.
• Low test velocity and inconsistent documentation. Improved by standing up standardized processes, documentation templates, and a program management hub to increase testing speed and quality.
• Lack of standardized reporting and governance structures. Addressed by creating consistent reporting templates and leading workshops on experimentation governance and goal-tree mapping.
• Difficulty identifying high-impact optimization opportunities at scale. Resolved through heuristic analyses, brainstorming sessions, and a structured testing prioritization framework.
• Limited internal expertise in CRO best practices and program management. Solved by delivering live training, playbooks, and a hands-on approach to enable cross-functional team upskilling.
• Siloed teams leading to misaligned experimentation efforts Mitigated by improving cross-team collaboration workflows and communication through new governance models.
• Unclear pathways for scaling experimentation sustainably Provided a strategic roadmap for high-velocity testing and long-term experimentation scaling.

Our Process

Over 6 months, we were evaluating critical aspects like:

CRO program & team maturity

Current CRO processes and testing velocity, training gaps and operational bottlenecks

Strategic planning & prioritization

Experiment prioritization frameworks, hypothesis quality and consistency

Alignment across teams

Cross-team alignment and communication

Test design & execution rigor

Test design rigor and statistical planning, testing infrastructure and documentation

Learning, analysis & governance

Data interpretation and post-test analysis, reporting and governance best practices

At the end, we delivered

1. Comprehensive experimentation playbook
2. Quarterly CRO roadmap tailored to business priorities
3. A fully designed and implemented program management hub
4. Custom test documentation templates for streamlined collaboration
5. Training on pre-test calculations and statistical planning
6. Heuristic analyses to identify quick wins and high-impact areas
7. Live workshops on reporting, governance, heuristic analysis, and goal tree mapping
8. Geotargeting strategies
9. Improved cross-functional communication and stakeholder buy-in
10. Clear opportunities and a tactical plan for continued growth

Royal Caribbean and Celebrity Cruises were operating CRO initiatives but needed a more structured and scalable approach. Chirpy partnered closely with eCommerce, content, and merchandising teams to build internal expertise, align on priorities, and create sustainable processes for running high-velocity tests. Beyond frameworks and playbooks, we instilled a culture of experimentation and provided hands-on guidance to implement best-in-class testing programs — from statistical design through to action-oriented reporting.

By embedding best practices and providing tailored resources, we helped Royal Caribbean Group establish a robust, scalable experimentation ecosystem — setting them up not just for isolated wins but for compounding improvements across their D2C eCommerce platforms.

As a final step, Chirpy identified ways to build on these efforts going forward. Overall, these elements enabled more structured experimentation capabilities, helped focus on high-impact optimization areas, provided needed resources and training, and outlined both tactical and strategic plans to continue leveling up CRO.

From Insight to Impact

{{quote}}

{{cta}}

Results

At the end, we have

1. Faster testing: Boosted program velocity and launch speed.
2. Team training: Upskilled teams in CRO best practices.
3. Program maturity: Built scalable testing and governance frameworks.
4. Quick wins: Identified and prioritized high-impact optimizations.
5. Stronger collaboration: Enhanced cross-functional teamwork.
6. Long-term infrastructure: Delivered templates and a CRO Playbook for sustainable growth.

What We Built Together

12 key pillars of the CRO program designed for long-term scalability:

• Pre-test planning: Integrated pre-test calculations into the process without reliance on BI teams, ensuring better statistical rigor and test validity from ideation forward.
• Measurement & metrics: Established bookings as the primary success metric for most tests, improved selection of secondary metrics, and pushed a standardized workflow with BI to track and report program performance.
• Research-driven ideation: Prioritized tests backed by multiple research sources, initiated internal research efforts beyond Consumer Insights, and created a centralized repository for insights and hypotheses.
• Prioritization framework: Implemented a consistent, scalable prioritization model to focus on high-impact experiments.
• Strategic roadmapping: Built and trained the team on maintaining a dynamic testing roadmap aligned with business priorities, extending well into 2024.
• Wireframes & design collaboration: Encouraged self-sufficiency with wireframes and mockups to reduce dependency on design resources and streamlined workflows with UX and design teams.
• Development & QA integration: Aligned testing processes with Jira, introduced standardized QA checklists, and developed a consistent test nomenclature for easier tracking and reporting.
• Test execution & monitoring: Established proactive test monitoring processes and standardized protocols for launching, tracking, and concluding experiments efficiently.
• Analysis & reporting: Introduced a standardized test reporting format to make results clearer, more actionable, and more impactful across teams.
• Knowledge sharing & archiving: Created processes to widely share test learnings, boosting ROI of experimentation, and built a repository for test documentation and historical reference.
• Governance & accountability: Defined a governance model with clear roles, responsibilities, and accountability to maintain quality and momentum as the program scaled.
• Program management & evangelism: Delivered a CRO playbook, established consistent internal processes, and built mechanisms to evangelize CRO successes to leadership and cross-functional teams.