Research for cruise experience

*This project is confidential and part of materials are not allowed to be shown. Please contact me for more information.

This is a research project to help a foreign company design their service for Chinese tourist market and leverage its local employees as knowledge base toward an ideal cruise experience. We went immersive research on a cruise where we conducted onboard interviews with staff and intercepts with vacationers. We sought to identify elements of the current customer experience that work well. Popular elements often balance something new with something familiar, while poor elements result from poor service, language barriers and mismatches in cultural service norms. Along with trendscrape and interpretation of brand values, we designed a workshop focused on developing a more humanized view of the vacationers and seeing them in terms of not only their individual but more importantly their group needs. With clients, we used provocations and brand elaboration activities to generate product, service and experience that need to be prioritized and arranged into an ideal journey.

Customer Journey & Experience Trend Overview