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
Problem
The traditional travel document wallet has become outdated, falling short of the needs and preferences of modern cruise enthusiasts. Often used for a single purpose or perhaps only once, these bulky wallets add to the luggage burden of travelers, demanding undue attention and space. A redesign was imperative to address these shortcomings and cater to the evolving demands of today's cruise goers.
Design Challenge
How might we design a versatile and sustainable travel wallet that not only elevates the cruise line experience, but also seamlessly integrates into users' lives beyond their vacation?
Solution
For this industry-sponsored project project, we were tasked to reimagine one of MaCher’s key products. Each group was given a product to redesign and to create a digital companion to go with the product. The project was an academic project in collaboration with MaCher, a certified B corporation that focuses on making promotional material for other companies. They make better things that are sustainable to make things better.
Our goal is to breathe new life into the standard travel wallet, transforming it into a versatile and adaptable companion for modern travelers. We envision a wallet that empowers users to tailor it to their specific needs while safeguarding their essential documents with unwavering security.
Physical Product: Travel Document Wallet
Dedicated Passport Holder
Secure your passport, explore freely. MaCher's detachable design keeps your passport safe, but lets you leave it behind when roaming ashore.
Customizable Chain
Travel chic, everyday ease. MaCher’s customizable chain lets you switch from travel buddy to an everyday statement piece, encouraging sustainable use.
Easy & Secure Attachment
No more fumbling, just seamless connection and peace of mind. Simply attach or detach with a quick release buckle for ultimate flexibility and peace of mind.
Digital Companion: Starboard by MaCher
We created Starboard, a travel companion app designed to all ages and technological capabilities. We kept the interface clear and easy to navigate, ensuring a smooth sailing experience for all tech levels.
It has all the excitement and functions that one may need to organize and plan an upcoming cruise trip. Think fun, functional, and full of rewards!
Whether you're a seasoned sailor or a first-time cruiser, Starboard is your perfect companion for a smooth and rewarding journey!
Final Physical Prototype
Our final physical prototype represents a tangible realization of our design vision. It embodies the meticulous research, collaborative ideation, and iterative refinement that went into its creation.
accommodating essential travel documents, currency, cards, and even a smartphone. The detachable passport holder provides flexibility, while the selection of materials reflects our commitment to sustainability and functionality. The physical prototype serves as a beacon of innovation, showcasing the potential of our travel wallet to enhance the travel experience.
Video tutorial of our travel document wallet
Physical Experience
Research: Identify User Needs
Desk Audit
Before diving into our project, we wanted to get a real feel for how travel wallets fit into people's lives and how they're perceived. Since none of us had been on a cruise before, we had to start from scratch to fully understand the landscape. This research was crucial in guiding our decisions during the brainstorming phase.
We didn't just look at individual travel wallet brands; we also explored different cruise lines and what made them attractive to customers. We weighed the pros and cons of brands like Norwegian and Regent Seven Seas, among others.
Keeping user experience and demographics in mind, we set out to identify our target audience. We wanted to grasp the entire cruise experience from the perspective of the traveler.
User Interviews
Gaining insights into the needs and preferences of cruise line guests was paramount for our travel wallet redesign project. To achieve this, we sought the expertise of Patrick Marsden, the Growth and Strategy expert at MaCher, who possesses extensive experience collaborating with cruise companies.
Through our discussions with Patrick, we gained valuable insights into the essential features of a cruise line travel wallet and the overall cruise experience from a guest's perspective. This knowledge proved invaluable in guiding our design decisions and ensuring that our proposed travel wallet solution aligned with the needs and expectations of cruise line guests.
"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.
First Tangible Experience: We discovered that travel wallets serve as the first tangible interaction between a traveler and the cruise line, setting the tone for the entire experience. This realization underscored the significance of crafting a memorable and welcoming first encounter.
Disposable after One Use: Despite cruise lines sending travel wallets to encourage onboard use, their functionality often dwindles after the voyage ends. This insight highlighted the need for a travel wallet solution that extends beyond the physical limitations of a traditional wallet.
Embracing the Digital Shift: Recognizing the growing preference for digital solutions, we observed a gradual decline in the use of physical travel wallets. This trend further emphasized the importance of prioritizing the digital experience in our design efforts.
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. This step proved crucial in our research phase, allowing us to draw inspiration and focus on creating an exceptional experience for our persona, Ron and Rina.
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
The journey map highlights the key touchpoints, emotions, and needs of Ron and Rina at each stage of their cruise journey. This information can be used to design a travel wallet that caters to their specific needs and provides a positive and memorable experience.
Ron and Rina’s User Journey
Excited Baby Boomer couple Ron and Rina embark on a cruise adventure, seeking relaxation, fun, and a smooth journey from planning to departure. Their emotional journey and specific needs at each stage guide the design of a travel wallet that enhances their overall cruise experience.
“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.
Sketching
Initial Sketches
With our target audience in mind, we kicked off the design process with brainstorming sessions and low-fidelity sketches. Each team member contributed their unique perspectives, leading to the identification of common themes and unexplored design possibilities. This collaborative approach laid the groundwork for an innovative and user-centric travel wallet.
Items that users usually put in traditional travel document wallet
Sketch focused on phone holder and other digital gadget storage
Sketch focused on physical memos and document storage
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
Inspired by travelers' needs, we designed a wallet that is both functional and stylish. The left side features coin storage, card holders with ID slots, and an accordion organizer for tickets and documents. For added convenience, the right side incorporates a magnetic attachment point for securely securing a smartphone.
Paper Prototype
Inspired by travelers' needs, we designed a wallet that is both functional and stylish. The left side features coin storage, card holders with ID slots, and an accordion organizer for tickets and documents. For added convenience, the right side incorporates a magnetic attachment point for securely securing a smartphone.
Exterior: Passport case attached
Exterior: Passport case detached
Interior: Card and phone holders
Exterior: Pockets
Materials Exploration
Inspired by travelers' needs, we designed a wallet that is both functional and stylish. The left side features coin storage, card holders with ID slots, and an accordion organizer for tickets and documents. For added convenience, the right side incorporates a magnetic attachment point for securely securing a smartphone.
RPET
Soft Grain RPU
Thick Grain RPU
Washable Paper
Usability Testing
After experimenting with various materials and creating physical prototypes, we sought feedback from professors, mentors, and peers to identify areas for improvement.
Insight: Problems to Solve
Attachment Mechanism
We were challenged to design an easy-to-use attachment system for the passport holder and main wallet.
Streamlined Secure Attachment
For secure yet effortless attachment, we implemented a system of buckles and metal rings for quick connection and detachment,
Too Thick to Carry Around
Feedback highlighted the wallet's thickness, particularly due to the integrated phone attachment.
Implementation: Revisions Made
Reduced Bulk, Maintained Performance
Crafted for onboard convenience, we carefully reduced thickness while maintaining functionality for easy carrying.
Concerns about Getting Wet on Board
Given the cruise-oriented focus of our project, we were asked about the wallet's water resistance.
Seaworthy Style, Built for Adventure
Seeking the perfect blend of practicality and cruise enjoyment, we investigated water-resistant materials for the document wallet.
Solution: Travel Document Wallet
Our final design was meticulously crafted in Fusion360, resulting in a high-quality digital render of our prototype. Our reimagined travel document wallet is a sleek and compact solution compared to traditional wallets. It comprises two detachable components: the passport holder, which can be conveniently attached to the exterior or tucked away within the main wallet for added security, and the main wallet, which provides ample space for essential travel documents, currency, cards, and even your smartphone. This versatile design caters to diverse traveler preferences, allowing for customization based on individual needs.
Exterior
Dedicated Passport Holder
Secure your passport, explore freely. MaCher's detachable design keeps your passport safe, but lets you leave it behind when roaming ashore.
Interior
Customizable Chain
Travel chic, everyday ease. MaCher’s customizable chain lets you switch from travel buddy to an everyday statement piece, encouraging sustainable use.
Transparent ID Holder
Flash your ID with a touch of flair. The transparent holder keeps your ID readily visible and protected, allowing for quick and hassle-free swipes at security checkpoints.
Easy & Secure Attachment
No more fumbling, just seamless connection and peace of mind. Simply attach or detach with a quick release buckle for ultimate flexibility and peace of mind.
Accordion Pouch
Say goodbye to bulging pockets! The spacious accordion pouch expands to hold your travel essentials, keeping everything organized and stylishly tucked away.
Phone Attachment
Ditch the purse, embrace the ease! MaCher's magnetic phone holder keeps your device within reach and effortlessly attached for hassle-free travel adventures.
Final Physical Prototype
Our final physical prototype represents a tangible realization of our design vision. It embodies the meticulous research, collaborative ideation, and iterative refinement that went into its creation.
The sleek and compact design offers versatility, accommodating essential travel documents, currency, cards, and even a smartphone. The detachable passport holder provides flexibility, while the selection of materials reflects our commitment to sustainability and functionality. The physical prototype serves as a beacon of innovation, showcasing the potential of our travel wallet to enhance the travel experience.
Video tutorial of our travel document wallet
Digital Experience
Overview
We also created a digital companion for the MaCher Travel Document Wallet, aiming to enhance the cruise experience for MaCher guests.
Our app, Starboard, is designed to empower an enriching and engaging cruise experience. We do this by encouraging exploration and participation in cruise activities on boat and off boat, facilitating discovery of all the ship has to offer, and enhancing excitement through gamification and personalized recommendations. This trio of goals ensures that your cruise adventure is not only unforgettable, but one you actively participate in and shape to your desires.
Research and Analysis
Market research confirmed the growing adoption of travel apps by boomers, highlighting their appreciation for digital experiences.
We conducted a competitive analysis of existing cruise line apps like Disney Cruise, Carnival HUB, and Orely Concept App to identify strengths and opportunities for differentiation.
Design and Development
Lo-Fi Wireframes
We started out by drawing up low fidelity wireframes for our digital experience. The idea we had was to create either an app, website, or extensions of an app that could be added to a cruise line's already existing app. We were still unsure of exactly what we wanted to do and were able to create. So we started to brainstorm functions that we might want to include.
Usability Study: 1st Round of Feedback + Critiques
Badges: Users were unsure of the value of badges, their placement, and their prominence on the app's main menu.
Navigation: Users requested improved navigation, including clearer pathways, removing unnecessary lines, and a more cohesive design with better icons.
Calendar: A significant portion of users preferred weekly or daily calendar views.
Wishlist: Users were confused about the purpose of the wishlist and desired the ability to add custom items. The current dropdown options were not clear.
Mid-Fi Wireframes
Our initial design went through a heuristic evaluation with peers, receiving feedback on usability strengths and weaknesses. We used this feedback to improve accessibility for boomers, focusing on clear icons, a user-friendly menu, and easy navigation. Additionally, onboarding clarity was prioritized to ensure a smooth user experience for first-time users. This feedback loop helped finalize the design, ensuring it's usable, accessible, and relevant for cruise travelers.
Usability Study: 2nd Round of Feedback + Critiques
Interface: Several users expressed a dislike for vertical scrolling, suggesting alternative navigation methods.
Login: Users requested the addition of a biometric login option for convenience.
Search: A search function was seen as valuable by some users.
Imagery: The feedback suggests that the current imagery doesn't resonate well with the target audience and could benefit from a more age-appropriate selection.
Badges: Users still had questions about badge benefits and collection methods. Additionally, they proposed an option to book trips based on uncollected badges, potentially adding a gamified element to trip planning.
Solution: Starboard App
After some fine-tuning, our wireframes transformed into Starboard, a travel companion app designed specifically for baby boomers. We kept the interface clear and easy to navigate, ensuring a smooth sailing experience for all tech levels.
It has all the excitement and functions that one may need to organize and plan an upcoming cruise trip. Think fun, functional, and full of rewards!
Whether you're a seasoned sailor or a first-time cruiser, Starboard is your perfect companion for a smooth and rewarding journey!
Key Features
Gamified Exploration
Collect badges for different activities, unlocking exciting perks for your current or future trips. It's all fair play - badges can only be earned by actively sailing, keeping the competition friendly and the adventure genuine.
Effortless Trip Management
Starboard keeps you organized and in control. Effortlessly sync your cruise itinerary, view all bookings in one place, book activities directly through the app and add to a calendar, and save your favorites for later, ensuring a smooth and stress-free journey.
Explore Like a Local
Starboard unlocks your perfect port adventures. Explore with our interactive map, revealing details about each stop. Discover exciting experiences tailored to your interests, and watch as Starboard learns things you'll truly love.
“Travel Smarter, Travel Safer. Unleash your Wanderlust with MaCher.”
Reflection
Our MaCher project presented exciting challenges. We aimed to reinvent a traditional document wallet in the face of evolving needs and technologies.
The key challenge was encouraging sustainable use. We wanted a product that wasn't just for single trips, but offered ongoing value and function. This led to a two-pronged approach:
Adaptability: We explored customizable elements and collaborations with cruise lines to create wallets that cater to diverse preferences and travel styles.
Digital integration: We envisioned Starboard, our companion app, scaling down into existing apps and offering gamified features to enrich the cruise experience and incentivize exploration.
MaCher - What’s next?
Beyond MaCher, we identified further opportunities:
Collaborating with cruise lines: This could expand our reach, enhance user experience by integrating features with onboard amenities, and tailor offerings to specific services.
Affordable variations: We could widen our customer base by offering cost-effective options that maintain quality, allowing budget-conscious consumers to enjoy our products.
Feature expansion: Continuously exploring user customization, updating features based on feedback and trends, and forging partnerships for exclusive rewards will keep us at the forefront of travel innovation.
Sustainable customer retention: We aim to avoid repeat deliveries of wallets, offering customizable charms as ongoing incentives. By tracking received items and focusing on personalized and sustainable rewards, we'll foster user loyalty.
MaCher taught us the importance of adaptability and user-centric design in a shifting travel landscape. We remain committed to evolving alongside the industry and delivering innovative solutions that enhance the journey for every traveler.
Thanks for listening!
Do you have any questions? Please don’t hesitate, reach me out :)
seike.yuka@gmail.com
Based in Los Angeles, California
