Service design of mobile applications in cruise context

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School of Business | Master's thesis
Information Systems Science
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Objectives of the Study The objective of this Master's thesis is to design and propose the service concepts of mobile application based on passenger needs for cruise liners to improve passenger experience and to collect information from passengers on real-time basis to enhance their own performance. Academic background and methodology This thesis is produced as a part of Cruise and Ferry Experience Program Turku Triad 2012. Cruise and Ferry Experience Program, funded by FIMECC I&N program and Kaleidoskooppi, makes interdisciplinary efforts to contribute to maritime industry, is organized by Marine Technology research unit in Aalto University. Turku Triad, based in Turku, Finland, is a joint master thesis project linking marine technology, business and design. This study bases its academic research in service design and data-driven decision-making theory, follows design-thinking guidelines and uses need finding, benchmarking and expert interviews to design and propose a range of mobile application service concepts that accommodate passenger needs and in turn benefit cruise liners' operations. Findings and conclusions Through two-folded need finding process, passenger needs are identified in the domain of navigation, location, information, relaxation, safety and service quality. A portfolio of front stage and back stage services are design to address passenger needs and facilitate cruise liners in making operational decisions. Based on the information collected from passengers on real-time basis, cruise liners will be able to drive revenue, track performance, manipulate traffic, optimize inventory and facilitate communication. For successful implementation of such services, taking measures to diminish passengers' security concern and encouraging target passenger segments to use the application are essential.
Cruise Industry, Service Design, Design Thinking, Mobile Application, Data-driven Decision-Making, Need Finding, Benchmarking
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