Travel Document Wallet
Redesigning the Travel Document Wallet for the Modern Cruiser
My Role
UX Designer | Researcher | Product Designer
Key Stakeholders
MaCher, Cruise Lines
Partners
Sofia Nilsson, Francis Laura Palacio, Mahabala Orlov
About MaCher
MaCher is a purpose-driven company creating thoughtful, sustainable products that combine practicality and meaning. They’re known for quality craftsmanship and innovative designs that add value to people’s lives while honoring their commitment to the planet.
Sustainability is central to MaCher’s mission. By using responsibly sourced materials and eco-friendly production, they aim to reduce their environmental impact while inspiring others to make thoughtful, lasting choices.
Problem
The traditional travel document wallet has become a relic of the past—bulky, single-use, and often forgotten after one trip. It adds unnecessary weight to travelers’ bags and doesn’t meet the diverse needs of modern cruise enthusiasts.
These wallets fail to integrate with our evolving travel habits, leaving a gap in the experience for both practical and sustainable solutions.
Design Challenge
How might we create a travel wallet that not only enhances the cruise experience but also transitions seamlessly into everyday life—combining sustainability, versatility, and elegance?
Physical Product: Travel Document Wallet
Secure Passport Holder
Keep your passport safe but effortlessly accessible. With a detachable design, users can leave their passport behind in the cabin and travel light ashore.
Customizable Chain
Transform the wallet from a travel essential into an everyday accessory with a stylish chain, encouraging continued use beyond the trip.
Easy & Secure Attachment
Designed for ease and flexibility, our wallet connects and detaches seamlessly, catering to every travel scenario.
Digital Companion: Starboard by MaCher
We introduced Starboard, a mobile app designed for cruisers of all ages and tech comfort levels. With an intuitive interface and engaging features, it simplifies trip planning, organizes important details, and offers fun rewards for seasoned sailors and first-timers alike.
Solution
As part of an industry-sponsored academic collaboration with MaCher, a certified B Corporation known for its commitment to sustainability, we reimagined their flagship travel wallet. Our team was challenged to:
Reinvent the wallet as a physical product—versatile, sustainable, and tailored to modern travelers.
Develop a complementary digital experience—empowering users to plan, organize, and immerse themselves fully in their cruise adventure.
Video tutorial of our travel document wallet
Physical Experience: Travel Document Wallet
The MaCher Travel Document Wallet was designed with both practicality and elegance in mind, serving as the perfect travel companion for cruise travelers. The goal was to create a product that not only organizes essential travel documents but also enhances the journey with a thoughtful, tactile experience. We focused on a design that is user-friendly, durable, and stylish, with features that cater to the needs of modern travelers while also providing a personal touch.
Research: Identify User Needs
Since none of us had cruise experience, we started by diving deep into research. We studied travel wallets and explored the cruise industry, benchmarking against brands like Norwegian and Regent Seven Seas to identify common pain points.
User Interviews
We collaborated with Patrick Marsden, a strategy expert at MaCher, to uncover what travelers truly need. Patrick emphasized the importance of blending practicality with the cruise experience, stating:
"Cruising is in the details – it's booking to baggage, anticipation, and mementos that make the voyage memorable"
- Patrick Marsden, MaCher
Insights & Pain Points
Our research journey began with exploring the world of travel wallets, seeking to uncover their true purpose and value. Through our explorations, we identified three key pain points and insights that would shape our design approach.
The Wallet is the First Impression: It’s the first tangible connection between the cruise line and the traveler, setting the tone for their experience.
Single-Use Drawback: Traditional wallets are discarded post-trip. We needed a solution that stays useful beyond the cruise.
Rise of Digital Tools: Travelers increasingly rely on digital platforms, demanding a seamless transition between physical and digital experiences.
Personas
After crafting four personas, our team selected one to serve as our primary guide throughout the design process. We specifically chose a Baby Boomer persona, reflecting our research findings that most cruise goers fall into this generation. Meet Ron and Rina, a retired Baby Boomer couple who inspired our design:
Ron & Rina
Retired, 68 & 72 years old
Love traveling, but are not tech-savvy: prefer paper-based products
Need a place to keep and organize all their physical documents so they don’t lose anything during the trop
Willing to spend more money to be in better situations
Frustrated to be forced to use overwhelming digital methods
User Journey Map
We mapped their journey and emotions across the cruise lifecycle—from booking excitement to post-trip nostalgia—to ensure our solution aligned with their needs at every touchpoint.
Ron and Rina’s User Journey
“I’m glad that everything is in one place”
Make everything easy to find and organize
“I’m happy that we can carry this everywhere easily”
Customizable features that eneble users to reuse the document wallet
“We can use this document wallet for next trip”
Extra Storage space
Some of the interesting insights we got from user journey map (pink: sentiments, yellow: opportunities)
Overview of our user journey map
(Click the image to check out the detail!)
Storyboarding
Crafting a starter storyboard for our personas, Ron and Rina, enabled us to vividly visualize their user experience and pinpoint the steps we took to ensure our product seamlessly addressed their needs. This process also fostered empathy towards our personas, imbuing our design concepts with a touch of personalization and passion.
Design Process
Our biggest challenge was finding ways to encourage sustainable and long-term use. That’s what inspired our two main ideas:
First, adaptability. We wanted to design wallets that felt personal and practical, no matter someone’s travel style. By exploring customizable options and collaborating with cruise lines, we imagined products that would fit seamlessly into anyone’s adventure.
Second, digital integration. We reimagined how a wallet could work alongside technology with Starboard, a companion app designed to gamify the travel experience. This idea made us think beyond physical products, focusing on how digital features could enrich a trip and make exploring even more exciting.
Sketching
Initial Sketches
To kick off the design process, we conducted brainstorming sessions and created low-fidelity sketches with a focus on our target audience. Each team member brought unique ideas, uncovering shared themes and new design possibilities. This collaborative effort laid the foundation for an innovative and user-friendly travel wallet.
ItItems typically stored in traditional travel wallets
Phone holder and digital gadget storage
Physical memos and document organization
Final Sketches
Exterior
Our document wallet's exterior reflects our vision of versatility, ensuring its continued usefulness beyond the cruise experience. The wallet's unique design comprises two detachable components: the main wallet and a passport case. This flexibility allows users to leave their passport securely stored in their room while enjoying their time onboard.
Interior
The interior design caters to travelers’ needs with practical and stylish features. The left side includes coin storage, card holders with ID slots, and an accordion organizer for tickets and documents. On the right, a magnetic attachment securely holds a smartphone, ensuring convenience during trips.
Paper Prototype
Our paper prototype builds on the final sketches, showcasing the wallet’s functional and stylish design. It includes coin storage, card slots with ID visibility, an accordion organizer for documents, and a magnetic attachment for securely holding smartphones.
Exterior: Passport case attached
Exterior: Passport case detached
Interior: Card and phone holders
Inteior: Pockets
Prototyping & Materials Exploration
To align with the needs of modern travelers, we carefully selected materials that ensure durability, style, and functionality. From tactile fabrics to sleek finishes, every element contributes to a wallet designed for practicality and elegance.
RPET
Soft Grain RPU
Thick Grain RPU
Washable Paper
Usability Testing
Following the development of physical prototypes using various materials, we gathered feedback from professors, mentors, and peers to identify opportunities for refinement.
Insight: Problems to Solve
Attachment Mechanism:
Designing a user-friendly attachment system between the passport holder and the main wallet proved challenging.
User-Friendly Secure Attachment:
Introduced a system of buckles and metal rings to ensure secure yet hassle-free attachment and detachment.
Excessive Thickness:
The wallet’s bulk, primarily due to the integrated phone attachment, was noted as a drawback for portability.
Implementation: Revisions Made
Slimmed Down for Portability:
Reduced the wallet's thickness while retaining its functionality, ensuring it remains lightweight and easy to carry onboard.
Water Resistance Concerns:
Considering the wallet’s cruise-specific use case, questions arose about its ability to withstand exposure to water.
Enhanced Water Resistance:
Incorporated water-resistant materials to protect the wallet and its contents, aligning with the needs of cruise passengers.
Solution: Travel Document Wallet
Our final design was brought to life in Fusion360, producing a high-quality digital render of the prototype. The reimagined travel document wallet combines sleekness and compactness, addressing the shortcomings of traditional wallets. It features two detachable components:
Passport Holder – Designed for convenience and security, the passport holder can be attached to the wallet's exterior or tucked safely inside the main wallet.
Main Wallet – Spacious enough to accommodate travel documents, currency, cards, and even a smartphone, the main wallet is versatile and functional for diverse traveler needs.
The detachable passport holder adds flexibility, while sustainable materials reflect our commitment to functionality and eco-conscious design. This adaptable design showcases our dedication to enhancing the travel experience through innovation and practicality.
Exterior Features
Secure Passport Holder
Keep your passport safe but effortlessly accessible. With a detachable design, users can leave their passport behind in the cabin and travel light ashore.
Customizable Chain
Transform the wallet from a travel essential into an everyday accessory with a stylish chain, encouraging continued use beyond the trip.
Easy & Secure Attachment
Designed for ease and flexibility, our wallet connects and detaches seamlessly, catering to every travel scenario.
Interior Features
Transparent ID Holder
Effortlessly navigate security with a clear ID holder. It keeps your ID visible and protected, streamlining swipes at checkpoints.
Accordion Pouch
Expandable and organized, the accordion pouch stores all your essentials without adding bulk, ensuring everything stays neat and accessible.
Phone Attachment
Simplify travel with a magnetic phone holder, keeping your device securely in place for quick access and hands-free convenience.
Video tutorial of our travel document wallet
Digital Experience: Starboard App
In addition to the MaCher Travel Document Wallet, we designed Starboard, a digital companion app aimed at enhancing the cruise experience for baby boomers. Starboard goes beyond basic navigation—it’s a tool that motivates users to explore, engage, and create lasting memories throughout their journey.
By blending gamification with personalized recommendations, the app transforms routine cruise activities into exciting challenges and rewards. Whether it’s discovering new places onshore or unlocking fun features on board, Starboard ensures each traveler’s journey is as engaging as it is seamless. The integration between Travel Document Wallet and Starboard ensures that everything a traveler needs, both digitally and physically, is right at their fingertips.
Research & Insights
Before diving into the design of Starboard, we spent time understanding the needs and preferences of our target users. By studying market trends, analyzing competitors, and gathering insights from the cruising industry, we were able to craft an app that not only meets the expectations of modern travelers but also stands out in a competitive landscape. Here’s what we found:
Market Trends
Baby boomers are becoming more tech-savvy and are turning to digital tools to enhance their travel experiences. This group values simplicity and personalization in apps. They prefer technology that streamlines planning without adding unnecessary complexity. With this in mind, we designed Starboard to be intuitive and user-friendly, while still offering features like personalized recommendations and gamified exploration that make the experience exciting and tailored to each user.
Competitive Analysis
We looked closely at apps like Disney Cruise, Carnival HUB, and Orely to understand what works for cruise travelers and where Starboard could stand out. While most apps focus on things like booking and schedules, we saw a gap in interactive exploration and personal engagement. Starboard bridges this gap by combining fun, gamified features with seamless integration with MaCher, creating a more dynamic and rewarding experience. Our research also pointed out the need for simplicity in design and a stronger emphasis on social connection, both of which Starboard addresses through easy navigation and features that encourage users to share their experiences.
Design & Development
Lo-Fi Wireframes
We began with low-fidelity wireframes, exploring potential formats for our digital experience, including a standalone app, a website, or extensions to an existing cruise line app. At this stage, we brainstormed features to ensure the final product aligned with user needs and cruise line goals.
Usability Study: 1st Round of Feedback + Critiques
Badges: Users found the value and placement of badges unclear.
Navigation: Improvements were needed for clearer pathways, better iconography, and a more cohesive design.
Calendar: Many users preferred weekly or daily calendar views over the initial layout.
Wishlist: The purpose was unclear, and users wanted the ability to add custom items beyond the provided dropdown options.
Mid-Fi Wireframes
Using peer feedback from a heuristic evaluation, we refined the wireframes with a focus on:
Accessibility: Simplified navigation, clear icons, and user-friendly menus tailored for boomers.
Onboarding: Enhanced clarity to ensure a seamless first-time user experience.
Relevance: Prioritizing usability for cruise travelers through iterative feedback.
Usability Study: 2nd Round of Feedback + Critiques
Interface: Users disliked vertical scrolling, favoring alternative navigation methods.
Login: A biometric login option was suggested for added convenience.
Search: Users identified the need for a search function.
Imagery: Current visuals felt mismatched with the target audience and needed a more age-appropriate selection.
Badges: Users wanted clearer benefits and proposed integrating badge-related trip planning for a gamified experience.
Solution
Starboard App
Introducing Starboard, the ultimate travel companion app tailored for baby boomers. Designed with simplicity and functionality in mind, Starboard ensures every cruise experience is smooth, engaging, and rewarding for travelers of all tech levels.
Packed with exciting features to plan, organize, and elevate your cruise adventure, Starboard turns every trip into a personalized journey full of fun and memorable moments.
Key Features
Gamified Exploration
Starboard turns your cruise into an adventure with collectible badges for activities, unlocking perks for current or future trips. Earned only by actively participating, these badges keep the competition friendly and the excitement genuine.
Effortless Trip Management
Stay in control with Starboard’s seamless organization. Sync your itinerary, manage bookings, schedule activities, and save favorites—all in one stress-free app designed to make your cruise effortless and enjoyable.
Explore Like a Local
Discover ports like a pro with Starboard’s interactive map and tailored recommendations. As you explore, the app learns your preferences, curating experiences you’ll love and turning every stop into a personalized adventure.
“Travel Smarter, Travel Safer. Unleash your Wanderlust with MaCher.”
Reflection
The MaCher project challenged us to rethink what a travel wallet could be. As travel evolves, we didn’t just want to create something functional for one trip—we wanted a product that would continue to add value long after the journey ended.
This wasn’t just about solving a design challenge—it was about creating a product that makes travel more personal, exciting, and memorable. Through this process, we learned the importance of staying adaptable, listening closely to users’ needs, and thinking ahead. We're more motivated than ever to design for the journey, not just the destination.
MaCher - What’s next?
This project opened our eyes to so many exciting possibilities. We see great potential in partnering with cruise lines, integrating our products directly into the onboard experience, and reaching even more travelers. We’re also excited about making our products more accessible by offering affordable options that maintain the same quality and charm.
There’s a huge opportunity to expand features, add personal touches, and build partnerships that offer meaningful rewards to our users.
The most important lesson, however, was recognizing the role of sustainability in fostering customer loyalty. Instead of encouraging repeat purchases, we want to create lasting value—offering travelers personalized, eco-friendly charms they can cherish for years to come.
Thanks for listening!
Do you have any questions? Please don’t hesitate, reach out to me :)
seike.yuka@gmail.com
Based in Los Angeles, California
