Case study - Nordoff Robbins
Internal and external research | field studies | competitor/comparator review | stakeholder workshops | customer experience maps | concept designs | digital roadmap
Background & goals
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We were initially tasked with creating concepts and a strategy for digital on board the next flagship of the P&O Cruises fleet. In meetings with the client, we quickly realised that treating this in isolation was not the correct way to proceed, and felt there was value to be found in carrying out a full customer experience piece to understand the complete journey and engagement that customers have with P&O Cruises. We could identify passengers' journeys leading up to, during, and after a cruise, find out their needs and frustrations, and best identify what to do to improve their experience.
An added challenge was that this was to be the largest ship, but with fewer staff. So it was of utmost importance to work out how our digital solutions could alleviate some of the work load of the staff on board. |
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Process
We kicked off with the usual stakeholder meetings and background research, while working out how best to carry out the rest of the research. In the end we split the research into two components, shore-side and onboard.
For the shoreside research we carried out interviews with current and potential customers, as well as internal interviews with members from all relevant departments. We also carried out day trips to board ships that had stopped in Southampton for the day and poke around their digital offering.
The really interesting stuff happened when we went on a cruise to experience it first hand. We wanted to get an in depth knowledge of passengers' needs and behaviours at all stages of a cruise, from embarkation, to sea days, port days, disembarkation and more. We conducted interviews and ran workshops with the staff that would most be affected by cuts in staff, and interviewed and observed hundreds of passengers going about their cruise. With, quite literally, a captive audience, this was the most thorough research I have done for a project, and we felt so well equipped moving forwards.
For the shoreside research we carried out interviews with current and potential customers, as well as internal interviews with members from all relevant departments. We also carried out day trips to board ships that had stopped in Southampton for the day and poke around their digital offering.
The really interesting stuff happened when we went on a cruise to experience it first hand. We wanted to get an in depth knowledge of passengers' needs and behaviours at all stages of a cruise, from embarkation, to sea days, port days, disembarkation and more. We conducted interviews and ran workshops with the staff that would most be affected by cuts in staff, and interviewed and observed hundreds of passengers going about their cruise. With, quite literally, a captive audience, this was the most thorough research I have done for a project, and we felt so well equipped moving forwards.
One of five CX maps to be completed in a workshop
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Content and functional requirements
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Solution
Well more of an output than solution. We created 5 customer experience maps (one for each of their main audiences). These identified areas where the experience of the customer could be improved, particularly, but not exclusively with digital. It all boiled down to how can we help them make the most of their experience.
We also created a roadmap for implementing different digital touch-points on board, a content strategy (with particular focus on contextual content based on location of the ship, time of day, location of the screen, who is using the screen and so on), and concept designs for the different devices (digital screens (interactive), digital screens (non-interactive), cabin tv, staff held tablet).
We also created a roadmap for implementing different digital touch-points on board, a content strategy (with particular focus on contextual content based on location of the ship, time of day, location of the screen, who is using the screen and so on), and concept designs for the different devices (digital screens (interactive), digital screens (non-interactive), cabin tv, staff held tablet).
Touchscreen wireframes
Cabin TV wireframes
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Touchscreen concepts
Cabin TV concepts
Screens in situ
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