Cruise Companion
An app helping Carnival Cruise Line passengers effortlessly explore and plan activities and connect with fellow travelers.
As part of a class project, I contributed to the designed of a Carnival Cruise Line app that enhances the vacation experience by simplifying the activities process and fostering connections between passengers.
My Role
UX Researcher, UX/UI Designer, Project Lead
Team
5 Students
Tools
Figma, Photoshop
Timeline
5 Weeks
Introduction
“Choose Fun”
Carnival Cruise Lines is the world's top cruise line for destinations to the Caribbean and Mexico with over 3,000 passengers per excursion while encompassing 21% of the market share. Carnival Cruise Lines is focusing their brand on being a fun destination for travelers, with a plethora of onboard activities to keep passengers entertained and engaged throughout their journey.
The Problem
Too many options can be overwhelming
In response to changing vacation trends, the cruise line industry has tried to make the cruise ship itself a highlight destination with events and attractions to entice travelers. However, due to the sheer volume of activities and events provided, it is difficult for guests to know what is available and what would most interest them.
119
Cruiseship Activities
Project Goals
What success would look Like
Goal #1 Increase attendance of activities by facilitating discoverability and booking
Goal #2 Maximize each passenger’s experience by aiding their leisure time decisions
Goal #3 Enhance socialization between passengers while prioritizing their privacy
User Research
Understanding primary users
The majority of Carnival Cruise Line passengers are made up of two primary groups: families with young children and singles in their 20s-30s. The app is intended for these users as the target audience:
Getting to know the passengers
Conducting interviews with experienced cruise passengers was necessary for our team to gain a deeper understanding of the problem at hand and to identify pain points and areas of opportunity. None of us had been on a cruise before, so we needed to hear directly from the target audience to understand their experiences, behaviors, and preferences onboard. We were able to gather valuable insights and feedback that informed the design of our app, ensuring that it met the needs and desires of different types of cruise passengers. Below is a synthesis:
Insight #1
Finding activities can feel like a chore.
Interviewees mentioned feeling somewhat overwhelmed by the abundance of activities available and didn’t want to regret missing any. This detracted from their intended vacation experience.
Solution: Have the app do the work for them by creating personalized recommendations.
Insight #2
Passengers want to connect with others aboard.
Young singles especially expressed the desire to engage with others while onboard and attend activities together. However, they didn’t always feel comfortable giving out their personal contact information.
Solution: Implement a party system within the app, allowing passengers to chat with those they meet and invite them to upcoming activities.
Insight #3
It can be challenging to locate areas on the boat.
Multiple passengers said that finding their way around the boat was a challenge. Parents also mentioned it can be hard to locate where their children are.
Solution: Integrate a map on the app to assist passengers in locating areas of the ship.
Design
Brainstorming
After gathering key takeaways from primary and secondary research, it was time to create a solution. This was initiated by whiteboarding the primary features of the app, which then guided the first iteration.
Feedback & Improvements
Usability testing
Following the development of our initial prototype, we revisited our interviewees to showcase it and gather feedback on potential areas for improvement.
What they liked:
Fun aesthetics and branding
Personalized activity recommendations and simple filtering
The functionality of the map page
Itinerary customization
What was missing:
An option to see activities happening at the current moment
Being able to contact the ship staff
Locating family members and others who they are traveling with
Continuing to iterate
After gaining valuable input from usability testing sessions, we made adjustments to better meet the wants and needs of our users.
Displaying activities happening at the moment
Enables passengers to quickly find and attend events on a whim.
Optional location services for those traveling together
Eases stress for passengers with children and serves as a safety net for possible emergencies.
Cruise staff chatbot
Provides all services cruise staff might provide but from the ease of the mobile app.
Final Design
Enhancing the cruise experience
Our aim was to create an app that supplements Carnival Cruises by allowing passengers to worry less about sorting through all the activities and focus more on enjoying their vacation and those around them. Check out the final product below:
Onboarding
Passengers log in, pair their Medallion, and are given the option to enter preferences that drive personalized activity recommendations.
Discovering & Booking Activities
Passengers can filter activities by what’s happening now, what’s on their itinerary, or personalized recommendations. When booking events, users can invite the friends they’ve made onboard.
Using the Deck Maps
Using the map feature, passengers can find both where on the ship their activities and close contacts are located. This feature can be toggled off.
Other Features
Other features include building an itinerary, monitoring notifications, contacting cruise staff, and messaging friends who passengers have met onboard.
Reflection
What I learned
A lot of effort was put into this project and I learned many lessons. The following are some of my biggest takeaways as I continue to grow as a UX designer:
The customer comes first - While it may be easier to design solely for what I like, by embracing user-centered design, I am able to craft solutions that make a meaningful impact on people’s lives.
The first design is never the final - Although I was quite proud of the initial iteration, user testing revealed the importance of continuous feedback and revisions. Without it, the final product wouldn't have met user needs.
Backing up my design decisions - There were instances where team members had doubts about each other's design choices. By incorporating user research insights and UX principles into my designs, I was able to justify my decisions.