Delivering an interactive digital signage product for P&O Cruises newest cruise ship.
When P&O Cruises commissioned its new cruise ship Iona, it wanted to introduce a far more sophisticated onboard communications and information system for guests than it currently deployed in the rest of the fleet.
Given that Iona was capable of carrying 5,200 guests, readily accessible information through digital channels was clearly vital in serving their needs. P&O prides itself on its customer care and it was looking to give guests the same customer experience through digital channels as they were accustomed to receiving face to face.
This required the introduction of hundreds of interactive signage and promotional screens onto the ship along with dedicated information channels for crew tablets and guest’s in-cabin TV screens.
The main aim of the project was to allow guests to ‘self-serve’ in wayfinding around such a huge ship and, at the same time, providing them with valuable information and promotional content to ensure that they had a positive customer experience. The ’self-serve’ approach was also important in easing the burden on crew and is intended to avoid guests having to queue for information.
It was also vitally important for the screen designs to reflect the P&O brand faithfully and capitalise on the brand equity it has built over decades.
Although this project was essentially focused on creating a new system for Iona, outputs from the project were intended to outline a core vision, strategy and roadmap for P&O to improve its digital customer experience across the entire fleet over the next 3 - 5 years.
CUSTOMERS NEEDS AND DIGITAL ECOSYSTEM
To gain a clear idea of audiences and their needs we conducted a series of interviews with key P&O staff directly involved in customer experience. We needed to understand the heritage and customer loyalty that the company prides itself on.
We then undertook a series of onboard interviews with a wide variety of guests on the cruise ships, asking them to comment on their experience of all stages of their cruise, from initial contact with P&O right through to any post-cruise contact they might have had, or would expect to have.
Armed with this company background and first-hand guest experience we ran a workshop with senior P&O staff members responsible for every stage of guest interaction to create an overall customer journey map identifying all key guest touchpoints.
DIGITAL TOUCH POINTS
Stakeholder and user interviews
Customer experience field research offshore and onshore
Customer journey mapping workshop
Competitors benchmarking, brand and market review
Findings report, personas and customer experience journey maps
Scope out MVP for launch and define future roadmap
Conceptual UX and designs for digital interactions onboard (including wayfinding, promos, cabin and staff tablet screens)
Leading creative team (visual design and UX) to deliver UX and UI
Defining the information architecture and taxonomy
The guiding principle behind the interface design for this project was to create simple, intuitive screens allowing guests to quickly orientate themselves on a huge ship and discover the wealth of activities and services that are available to them.
We devised a variety of both static and interactive screens for public areas along with more detailed and personalised screens for the in-cabin television system. The look and feel had to reflect the core P&O brand guidelines to provide a familiar visual landscape for guests.
IONA IN NUMBERS