We used service design to help Royal Caribbean replace an outdated booking system and improve the experience for Chinese travellers.
The challenge
China’s cruise market was becoming more diverse and competitive, and customers had lodged many complaints about Royal Caribbean’s booking system. An unclear floor plan and a confusing display of vacant cabins slowed browsing and booking, and held back growth. A new system meant retraining staff and substantially changing system parameters, so Royal Caribbean wanted to reduce the risk before committing.
Our approach
We tested the new system with its real users, travel agents. We recreated their working environment and daily routine, with agents handling replica customer enquiries about vacancies and other common problems. We then adjusted the design based on what worked and, above all, on every hurdle the agents ran into.
The result
The research shaped the final system and its functions, turning booking from a burden into a handy tool. Average booking time fell by two-thirds, and Royal Caribbean saw higher conversion during peak seasons.
Brand-wide figures reflect the client’s overall performance, not this project alone.
