Carnival Cruise Lines is the top Cruise lines for the destinations to Carribiean and Mexico with over 3,000 passengers per excursion and 21% of the market share.
The Problem
Carnival has many potential customers that now bypass traveling by cruise ships as vacationers have changed how they plan trips. In response to this, the cruise line industry has tried to make the cruise ship itself a highlight destination with events and attractions to entice travelers. The sheer volume of things available to do makes much of the elements that would be enjoyable to guests gone unknown as options of what to do.
Objective
1) Users should be able to very easily discover what activities are available based on their interests, and book them.
2) Provide to the customer control of how they use their leisure time and what they do while aboard the ship.
2) Provide to the customer control of how they use their leisure time and what they do while aboard the ship.
Personas
The three personas have different requirements and while our app had to meet their individual needs, it was also equally necessary to create a holistic experience. To meet these needs we began by brainstorming ideas to meet these needs.
White Boarding
Competitive Analysis
We also looked at a number of other apps to see what was done well and what was not. Compared with the existing apps, which are very few, our app would be the first to have given all the details satisfying all the three personas in a very concise way.
Initial Designs:
A number of designs alternatives were discussed and considered. Our first set of sketches can be seen as follows:
Peer Review
Our first set of designs were reviewed by another team of two and they critiqued our work. After their valuable suggestions we revised our sketches and did the final sketches.
Three main changes:
- Add Booking ID
- Add a Join Chat button on the events page
- Remove the Fb and G+ Logins
Final Sketches
Prototype and Usability Testing
These sketches were then converted into Prototypes and a usability test was conducted with 4 users. These tests turned out to be a boon for our application's enrichment.
The result of the testing helped us realize the constraints in the application as well as helped us modify features.
Four Major Changes:
- Remove the Add Card feature from Sign Up
- Club Activities & Entertainments together
- Add Bookmarks
- Remove Tags
Final Wireframes
A fully working prototype developed in Axure RP can be found here.
Below are some of the major screens:
