Our Approach

We used mixed methodologies of Service Design, Design Thinking, Marketing Analysis to face the design challenge

As a leading UX / service designer and researcher, I lead a team of 2 visual and 2 interaction designers and 4 engineers fully dedicated to this project. Within limited deadline ( 3 months), we spent one-third of time on research and the rest time on site to facilitate agile cooperations with RCCL cross-functional teams ( IT, marketing and operations in Shanghai and California.)

• 5 days onboard study (30+interviewees)

• 2.5 day workshop ( branding /JOURNEY MAP/SERVICE BLUEPRINT)

• 5 days COMPETITOR ANALYSIS

• 3 scrum sprints

• 20+ user testing

Research & Insights Definition

We organize and execute a qualitative and quantitative analysis of collecting insights and feedbacks throughout the “Consumer Decision Journey” and Onboard Field Study by interviewing in person.

Based on the simplified CDJ “Consumer Decision Journey“ framework, we conducted online desk research to understand current online purchase experience through RCCL website, OTA website, mobile site and App.

During 5 days onboard, we used Guerrilla Research to interview passengers and crew onboard, documenting their feedback and insights along with our observations, diary, pictures, artifacts and semi-structured survey.

What came out of research findings suggested that most passengers come in group tours via online and offline travel agency for being highly sensitive to price. RCCL fails to awaken brand awareness and deliver perceived value in terms of exclusive experience.

Opportunities and ideation

We used collaborative approach and Service Design thinking to encourage discussions among participants from different teams.

In 2 days sprint, we used “customer journey map” to point out user needs and pain points, “service blueprint” to illustrate how multifaceted touch points interact with each other and affect overall customer experience. During this co-creation session, we eventually refined a new shared brand message, mission statement, WeChat digital strategy and design principles.

Note: Principles apply to all design artifacts but with focus in different journey stages:

• Informative and Intimate

• Simple and Easy to use

• Uniqueness or personalization

• Expand to an engaging social experience

Scrum and User Testing

Applying Scrum Sprints within limited schedule when detail design, content and development took place in parallel.

Based on this new message, we designed a new information architecture and used Scrum dev methodology: “Prioritizing features / function modules into 3 sprints on sprint backlog lists, with each sprint followed a round of user validation.“ We use Trello and weekly meetings to inform core team of updates, requirement change and output review. Before launching the WeChat mobile site, we conducted validations on the hi-fi prototypes with a selected group of clients and implemented their feedback into the final version.

Result

The total online traffic ( website and WeChat ) increased by 20% in 2 months and ranked as “innovative cruiser company China”. RCCL continued to cooperate with us on campaign site and website redesign projects. The launch of an upcoming content strategy is expected to boost it further.