Wanderlust Cruise Case Study

Client :

Social Development Network, under Ministry of Social & Family Development

Overall project objective :

To create a cruise event to engage singles and create opportunities for them to socialise and make friends.

Strategy:

Other than the overall concept & programming,
an app concept is introduced to enhance the experience & aid in the project objectives.

My role:

• Overall Experience Concept & key visual of the singles’ cruise

• Tailoring of activities & programmes

• Marketing & Digital design deliverables such as EDMs, Microsite, Web banners & Mobile app concept

UNDERSTANDING THE TARGET MARKET

• M & F, Single, Ages 20-35

• University students & young professionals

• Technologically savvy

• Hungry for adventure, interested in trying new things
  & meet new people

Key findings & points to note based on past cruise goers’ interviews & postmortem project analysis

CRUISE GOER PAIN POINTS

• Most of them came alone, without friends, thrown into uncharted territory. Some struggle to find the opportunity to mingle and make new friends outside of event-tailored programmes.

• Those that came with friends tend to stick to their own clique and are hesitant to mingle with new people.

• Some trouble with finding event organisers for queries such as program sign ups or cancellations

• Some trouble with communicating with strangers in the event, due to sensitive personal info such as phone numbers

ORGANIZER PAIN POINTS

• Registration, announcements and f&b table seating were mostly done manually, resulting in high amounts of man hours used, as well as tabulation of data for post-event summary.

SOLUTION

To create an app as a platform to assist both cruise goers’ needs, as well as minimising the operational aspects for event organisers and hosts.

FOR CRUISE GOERS

• Platform to chat with other cruise goers without exposing their personal information (phone number etc)

• Ease of registration, programme sign-ups and alterations, as well as push notification of updates and seating allocations directly sent to each personal account

• A private digital notice board to share pics, videos and comments, as well as reaching the organisers personally for any related matter at any time

• New features to aid cruise goers by setting up various opportunities tailored to encourage and harbour the first steps into friendship, and possibly, something more

FOR EVENT ORGANISERS

• Platform to host operational needs such as: registration, attendance, Activity selection, seating arrangements, as well as feedback and reports from cruise goers.

This will significantly reduce manual execution, saving time and maximising data collection for event postmortem report to management and client.

MICROSITE DESIGN

Microsite to highlight event itinerary, details & registration.

Landing page will feature a moving video background of sea waters gently moving
under the sunset to set the Wanderlust mood as the viewers enter the website.
Site uses a sleek, scroll down format for ease and aesthetics.

SUMMARY

The Wanderlust App is designed to assist all sides, comprising of participants, event organisers and main clients.

Other than the operational neccessities, features were also designed with project objective in mind (daily team and dining seat rotation to maximise participants’ exposure to new people. App algorithm will ensure optimal shuffle).

Additionaly, we teamed up with dating experts to propose additional features exclusively to assist participants in socialising with others .Proposed features are tried and tested, monitored by experienced personell to ensure effectiveness and safety.

It is also crafted to suit temporary / permanent use, should the clients decide to keep the app alive after the event.

Since it’s looking to be an annual event, the visual and flow can be easily adapted to tweaks in the future.