We used service design to help Royal Caribbean replace an outdated booking system and improve the experience for Chinese travellers.
The challenge
Customers complained about Royal Caribbean’s outdated booking system. Chinese travellers were becoming more discerning, and the brand was losing them to competitors. We were asked to help replace the system and train new staff once it was set up.
Our approach
We ran usability tests with prospective customers to validate the new system and reduce implementation risk. The tests focused on booking agents as users and recreated the booking process at every touchpoint, from first enquiry to available cabins.
The result
Our research guided changes to the system and showed how to adapt the experience for Chinese travellers. Royal Caribbean adopted a booking system suited to the Chinese market, with faster turnover and higher conversion.
Brand-wide figures reflect the client’s overall performance, not this project alone.
