Cruise Industry Report
Human-Centered Approach to Digital Innovation
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One of the top cruise line brands wanted to understand the customer’s heavy reliance on agents for bookings instead of the online channels. The purpose of the project is to conduct research on the cruise industry and come up with the best in class cruise booking experience for cruisers.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.
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Design a simplified, experience for the cruisers that surfaces important information and entices customers to purchase a cruise. Reduce the dependency on the agents.
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As a UX Architect, I was responsible for the research and analysis.
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I have conducted agent interviews, persuasion, emotion, and trust (PET) analysis, heuristic evaluations to gather data that went into the report creation and our solution studio sessions.
Major personas were considered to represent the user base for the cruise line industry based on our research.
Special Occasion and Celebrations
Travel as a group
Food Vacation
Theme Travelers
Connect with loved ones
Key Insights:
Slightly more than 70% of cruisers preferred agents over websites for navigation through cruise options, planning, and booking.
When comparing all distribution channels cruise travelers used, they believed the best pricing was found through the online channels. Yet, travel agents ranked first in service
WHAT IF CRUISE LINE WEBSITES WERE LIKE DIGITAL TRAVEL AGENTS?
Using an immersive experience design that compels users to explore multiple destination cruise options within a flow that mimics a travel agent will drive more direct bookings and increase brand loyalty.