Redesign travel experience
Client: Silversea • 2020 • 8 months • My role: Service designer, UX research & design, facilitator
Challenge
Silversea commissioned Sketchin to design the contents, interactions, and spatial characteristics of the Basecamp, a unique highlight of the Silver Origin vessel. The Basecamp serves as an immersive area providing a fresh discovery encounter for passengers and guides on the most luxury cruise liner in the fleet, specifically crafted for the Galápagos.
Team
Our team included me as service designer, another service designer, two visual designer, Design director and strategist, one UX designer. During later stages of the process where involved 24 more professional.
The process
The research
To inform the decision process and understand user behaviour and project context, we did a number of activities such as space prototyping, desk and extensive field research.
We searched for new technologies. We looked for inspiration in fairs and exhibitions. We flew to Galapagos and went aboard the cruise ship to observe people and hear their voices.
Building Personas
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By attending as guests the Silversea cruise, we put ourselves in the customer shoes and we conducted interviews with over 40 guests and guides. Using this data, we developed four passenger personas to distill the insights and facilitate our clients' understanding of their customers.
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Full Co-creation: from the client to the naturalists
To create a sharing understanding of the project context and collect some key stakeholders perspectives, we gathered in Miami for a workshop where based on customer insights we elaborated 51 jobs to be done and co-create the main aspects of the experience.
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Full Co-creation: from the client to the naturalists
We invited some Silversea naturalists in Rome for a week of workshop to co-create and revised the content together for the basecamp.During those workshop we gather all the naturalist knowledge for each of the islands in order to design the content for the totem interaction.Once contents had been produced, artefacts crafted and software developed, we went to Rotterdam's Port to install the Basecamp on the new ship.
From a technological object to an ecosystem of interactions
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The Basecamp constitutes merely a segment of our expansive project. We not only devised a physical-technological hub but also orchestrated an array of interactions, touchpoints, and innovative encounters spanning various sectors of the vessel, fostering an interchange between the ship and the islands.
We introduced an immersive briefing structure to equip passengers for excursions, prioritizing their safety, alongside interactive lectures hosted in the Basecamp, occupying a 6x2m format.
Our storytelling and visual style extended to all digital content aboard, establishing a fresh benchmark for communication. Each piece of content was meticulously tailored to fit seamlessly into every moment and destination on the travel itinerary.
In the Galapagos, capturing memorable moments such as a blue-footed boobie sighting or a breaching whale is a highlight. The Basecamp facilitates guests to effortlessly upload, share, and vote on their finest snapshots, fostering a sense of community and shared experience among travelers.
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Outcome
Passengers can live a brand new idea of cruise thanks to a hybrid experience that connects on-site expeditions with life aboard the ship. The Basecamp is designed to make guests play with stories of the islands, get insights about their animals and share memories from their adventures, while becoming familiar with the itinerary.
Some of the pictures are taken from the sketchin website, please visit sketchin if you want to know more