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The Best Cruiseline

A Guest Experience App For The Best Cruiseline.

The Best Cruiseline

A Guest Experience App For The Best Cruiseline.

We designed a mobile app to give their guests a comfortable experience.

At a multinational brand with thousands of employees, customers, and a number of solutions, it is important to keep track of a uniform branding and design. The Best Cruiseline knew this and wanted to make sure their customers and all of their 82 ocean & river cruise ships were served with the same quality design.

 

To do this we designed a cross-device design system that made sure their apps, screens, and TVs had on-brand designs and processes.

Mobile App Design.

We designed an app that allows cruise passengers to explore the ship and all it's benefits.

UX & UI Design.

We designed a user interface that is easy to use, fits the brand, and can be scaled up to other devices.

Document & Stationary Design.

We documented the design system, our process, and designs. And helped them design presentations as well.

Concepting & Consultancy.

We provided consultancy and made concepts for several features of the apps and design system.

We designed a cross-device design system.

This project is part of a bigger design system we created for The Best Cruiseline. It helps us structure designs and create a consistent branding and user interface across multiple devices. An ideal solution for a multinational with numerous different apps and supported devices.

The design system also made managing design, features and changes more easy. And it saves time in development & minimizes mistakes.

graphical display of design systems

What is a design system?

To get to know more about design system structures, why they are used, and if it's something for your brand, take a look at the page we dedicated to them. We explain everything and show you how to use them.

We started small with their mobile app.

The first project was de mobile app. This app is used by all guests on board of the ocean & river cruise ships. Using this app, guests can book excursions, reserver dinner, book treatments, watch the weather, watch tv, and much more.
We started by creating a Sketch base design, from which we iterated throughout the project.

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Our base colors.

We defined a set of base colors as materials to get started with the design of the app. These could be used in different tints and contexts.

App Colors.

Primary

Dark Blue.

Primary

Warm Red.

Supportive

Dark Blue.

Supportive

Blue-Medium.

Supportive

Blue-Light.

Bookings are made from the palm of your hand.

Together with the cruise line we wanted to make sure that guests were able to book anything from wherever they were on the ship. No need for staff or a computer. Not only does that relieve the staff, but guests don't have to leave their pool chair either. We made sure all information is visible and accessible.

By keeping secondary actions less visible, darker, and more in the background we could draw the attention of the user to the lighter primary actions.

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Reserve dinner tables while on excursion.

The app needed to facilitate providing information to the guests whenever it's needed. We wanted to make sure the app provides this in a user-friendly way. So each button has a matching image and information to give context to the user. For example, a button for a restaurant will have an image of the restaurant and information on the type of dishes.

Next to that information is provided on location, opening times, descriptions, and actions that can be performed inside of the app.

We made sure everything is there.

Other features that guests can do are watch TV, movies, look at the weather, find their personal calendar, account total, and air information. Nothing is left out.

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Then we went bigger, and adapted the app to tablet..

Because of the older target group, we wanted to be sure that guests with a tablet could use the app. That's why we adapted the app so it would also be accessible there. By scaling the elements and using extra space for more rest.

We made sure that the mobile app and tablet app used the same design system, and therefore have the same look and feel.

New Device, New Size.

A new device was added, and the smartphone version needed to be adjusted to tablet. We did this by sizing the elements, leaving extra space, and enlarging font size.

Equal Experience.

With same experience and overall look and feel, the design system showed it's strength. Elements could be reused, UX only had to be adjusted and similar layout could be reused.

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