How might we equip our holiday-goers with timely information so that they can focus on making new travel memories?
The aim of this revamp is to give cruise-goers a cruise boarding experience unlike any other, before their holidays even begin.
My Role
UX Design, User Research, Interaction Design, Prototyping, Usability Testing
Project 2019-2020
Timeline 3 months
Tools Figma, Principle, Adobe Illustrator
Research & Insights
We were quite limited in gathering direct users insights, so we had to rely on our observations of cruise-goers behaviour at the facility and stakeholders’ knowledge of their users’ needs.
Pain points include wayfinding and not being aware of what services will be available at the cruise centre, e.g. food or luggage services. Some early cruise-goers were also seen to be waiting around with their carry-on luggage before they can board, passing the time with mobile games or even napping, which we saw as an opportunity to engage them with the solution.
The long-term business goal was to provide valuable but lesser-known services in an easily accessible manner. This can make a difference in their holiday-going experience. In order to achieve this, the existing app had to be revamped in its content structure.
Design & Delight
Our approach was to reimagine the app as an exciting entry point to the cruise-goers’ holidays, while still guiding them through their arrival or departure process. The app enhances their experience through suggesting of services that they can purchase and store in their eWallet, access to free wifi and exclusive promotions in future phases.
Dynamic Dashboards
The app also introduces its features through a dynamic dashboard that reflects the intention of the user- to depart or to arrive from a cruise to the cruise centre. The interaction of the dashboards aims to give users quick access to their eWallet purchases. Our stakeholders saw an opportunity to increase awareness for their services, which few cruise-goers know about unless they request it directly or enquire with the staff on the ground.
Iterations of the dashboard
Launch & Impact
The app was launched right before a challenging period for the cruise/travel industry with COVID-19, so the team continues work based on the phases to be launched until we can get user feedback.
We did a few rounds of internal usability testing and iterated before development. We learned that it pays off to be bold in imagining digital interactions beyond what is functional to delight users in small yet meaningful ways.