Virgin Voyages

UX writing + copywriting + tone of voice

Creating the right voice and writing the copy for Virgin Voyage’s travel partner website First Mates, and delivering UX copy across multiple user journeys on the Virgin Voyages app.

Virgin Voyages — Richard Branson's cruise line start-up — launched with a mission to redefine the holiday at sea. Aimed at the digital-first market, the brand vibes on futuristic design, adult-only relaxation, health, wellness, and sustainability.

The work

Goals:

  • Conduct client copy workshops* with the Poke x Virgin Voyages team to develop and refine the tone of voice and content strategy for Virgin Voyages First Mates — the B2B travel partner website.

  • Write the copy for the First Mates website.

  • Develop content and write the UX copy for multiple user journeys on the Virgin Voyages app including: booking, check-in, excursions, detail pages, food delivery, payments, virtual queues, messaging, cabin services, and disembarkation.

*In Miami! 🌴

A selection of screens from the Virgin Voyages app including a booking countdown, restaurant and excursion listings, and the in-app messenger
A selection of screens from the Virgin Voyages onboarding flow, headed 'Get that onboard feeling', guiding the user to take and upload a profile picture
A selection of screens from the Virgin Voyages app for the disembarkation flow, letting the user know when and what they need to do at the end of their voyage