Resorts World At Sea

CLIENT / GENTING RESORTS GROUP

ROLE / UX

AGENCY / CLOUD INTERACTIVE

YEAR / 2019

This is UX design case for Resorts World At Sea from Singapore. Our client's goal is to optimize their existing hybrid app that has poor user experiences. Our target users are casino players from Genting's cruises. Whose age ranges from 45-65 and above. The website also contains member incentives to enhance users' stickiness.

Step 1
Preparing & Conducting the Interview

1/3

/ Interview preparation

1. Have a clear product goal

(We Involve the key stakeholders in the process to find the common ground for the product goal.)

To find mutual agreement on what is being expected to be deliver from our end.
Aquire a major issue that needs to resolve through this cooperation.

2. Decide the participants (groups)

(Instead of recruiting the actual user (to keep the casino player's privacy intact), we recruit representatives of the stakeholders who understand their target audience from different perspectives.)

Find key groups that could determine user's preferences or complaints.
(E.g. Participants like product manager, marketing team, customer service...)
Arrange timetable for every key man to fit in the available time slots.

3. Design interview questions

(We formulate the questions in accordance to targeting different participant groups. The questions also start off as a series of guard softening greetings, all the way to the core of product's problems)

To find pain points from previous product experiences.
Sort severities of these pain points, from most troubling to the least troublesome.

4. Conduct the interview

(Before it starts, we ask for permission for voice recording & photoshoots. Members from our end consist of an interview conductor, notetaker/photographer, a recorder)

Find environments that the interviewees are most comfortable with.
Warm them up with easy questions and gradually evolve into follow-up questions.
Conduct the interview with total engagement & stick to semi-structured format.

Step 2
Interview Analysis

1/4

/ Research Analysis

1. Structure the information

(To analyze our notes, voice recordings, and personal impressions. We start off by organizing them, to manage the data to be qualitative rather than quantitative.)

A report with specific sections. The goals you stated at the beginning of your interview project and the discussion guide you prepared can be a good foundations for your reports—they will help you filter through the key data.
Mind maps can help you structure the data in an understandable format.
Sort by tasks.

2. Design insights

(According to the information we collected from different groups of stakeholders, and analyzing the .)

Clear pain points based on data collection.
Potential benefits or enhancement of the product experience.

Step 3
Design Insights

Action Guidance

Booking with Flexibility

Older Adults Friendly

Tailored Information

/ Action Guidance

Let users know where they are now

Inform them how to succeed

Guide them to the next step or where to look

/ Booking with Flexibility

Key tasks are displayed upfront & consecutively

Save incomplete booking data for the user

Keep history or frequently inputted data to save time

/ Older Adults Friendly

Easy to pick & operate

Thoughtful interface with visual clarity

Simplify user journey & reduce steps

Clear next step CTA button

/ Tailored Information

What's my benefit

Where are my rewards

How to gain more in the reward system

Traceable booking history

Step 4
Wireframe/ Site flow/ User flow

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