Just how far would you go to get a better understanding of your target audience?
For myself and Rob last week the answer was around 2,098 miles as we boarded the MS Boudicca courtesy of our client, Fred. Olsen Cruise Lines.
We’re working with Fred. Olsen to improve their Cruise Line website, focussing on the site architecture and what this means for the user experience. The only way to get it right is to build the site around the actual users. And the only way to really get that right is to meet them face to face.
As we embarked from Southampton to Madeira day to day life slipped beyond the horizon and we were able to fully immerse ourselves in the floating community onboard the ship. We spent just over 3 days onboard MS Boudicca running a series of focus groups and card sorting exercises and once again we found that this type of hands on experience completely shatters any preconceptions we may have. We were able to get right to the heart of why our client’s customers choose to cruise, their specific needs and concerns and what would make the new website really work for them.
We also developed a healthy respect for a collection of people who see age as no barrier to adventure, retaining the determination to explore the world and seek out new experiences past retirement.
We’ll be running further focus groups, heat mapping and card sorting exercises now we’re back on terra firma, but we’ll always remember our superb experience on MS Boudicca. The marriage between product and target audience is near perfect and our ultimate goal is to achieve the same level of symmetry with the website.
As well as shedding a few pounds following the incredible onboard dining experience!
