Beyond the Consumer Lens: Immersive Strategies for Developing Effective Solutions

Creating digital business solutions for complex environments like cruise ship hospitality requires a deep understanding of the industry beyond surface-level knowledge. Subject matter experts (SMEs) with experience in land-based hospitality might assume that their expertise applies seamlessly to similar roles on a cruise ship. However, while they may be familiar with quality service and guest satisfaction goals, the operational challenges are vastly different in a maritime setting.

The unique constraints of cruise ships—such as limited storage, multi-skilled staffing, and at-sea logistical restrictions—require tailored solutions that land-based SMEs may not have encountered. Even if these SMEs have vacationed on cruises, their consumer experience doesn’t provide the insider knowledge necessary to address behind-the-scenes complexities. Therefore, to develop effective solutions, SMEs with land-based experience must immerse themselves in cruise-specific processes and learn the intricacies that impact operational success.

Take, for example, an SME who has spent years managing high-volume restaurants on land but has never worked professionally on a cruise ship. Although both environments require strong service standards, the logistics are vastly different. In a land-based setting, restaurants can rely on regular supply deliveries, specialized staff, and consistent oversight. On a cruise ship, the challenges of limited supply restocking, space constraints, and the need for crew members to handle multiple roles are daily realities.

To effectively develop digital solutions that address these unique challenges, an SME needs a deliberate, multi-faceted approach to understand the cruise environment and its distinct requirements.

Observing Cruise Ship Workflows through Shadowing

One effective way for SMEs to learn the nuances of cruise ship operations is through shadowing. Observing crew members as they perform their food service tasks provides real-time insight into how the workflow is adjusted to accommodate at-sea constraints. SMEs who shadow crew members can directly witness:

• How staff navigates restricted kitchen spaces and tight passageways.

• How inventory is managed and stored with limited space.

• The handling of waste and food safety protocols tailored to maritime requirements.

This firsthand observation allows SMEs to see how crew members adapt to the environment and work around challenges that may be foreign to land-based operators. Observing a day in the life of a galley worker or food service supervisor reveals the intricacies of balancing strict food safety standards with the spatial and resource limitations of life at sea.

Gaining Deeper Insights through Interviews

In addition to shadowing, interviewing crew members is invaluable for capturing details that may not be visible during observation. Through structured interviews, SMEs can gather unique insights directly from those working within the system. Interviews allow crew members to share openly:

• Specific frustrations or inefficiencies they encounter regularly.

• What they wish they could improve or automate within their workflow.

• Tasks or processes that are particularly demanding or time-consuming.

Open-ended questions in these interviews encourage honest responses and unfiltered perspectives. Crew members often bring valuable insights that can inspire digital solutions to common pain points, such as mobile interfaces for real-time tracking supply levels or digital systems that streamline scheduling for multi-role crew members.

Encouraging Direct Feedback from Crew Members

Another key strategy is inviting crew members to provide suggestions and contribute their ideas for improvement. Workers on the front line have a unique, practical perspective on operational challenges, which can help identify practical, low-cost solutions. By encouraging an environment that welcomes crew input, SMEs gain practical insights and build trust with the team. Workers who feel valued and listened to are more likely to provide honest feedback, which helps ensure that any solution developed meets their needs.

Experiencing the Guest Perspective

To gain a comprehensive understanding, it is also valuable for SMEs to view the hospitality environment from the guest’s perspective. By discretely embedding themselves as guests, SMEs can gain a first-hand customer journey experience, identifying areas that could benefit from enhanced digital solutions. Observing as a guest can reveal issues that might not be apparent from an operational standpoint, such as:

• Gaps in information accessibility or long wait times.

• Points in the guest journey where service feels disjointed.

• Opportunities for digital enhancements to improve guest interaction.

While the guest perspective offers a unique insight, it should only be part of the research process. True operational understanding requires examining what happens behind the scenes, as these unseen processes are foundational to delivering a seamless guest experience.

Partnering with an Experienced Cruise SME

Finally, working with a seasoned cruise industry hospitality leader is invaluable in bridging any gaps in knowledge. Partnering with someone experienced in cruise ship hospitality lets the SME connect established principles with new, cruise-specific insights. An experienced SME can contextualize the following:

• Historical practices and why they evolved as they did.

• Current operations and specific regulatory constraints.

• Key challenges and common solutions in the maritime setting.

This collaboration helps SMEs understand the "why" behind certain workflows, offering a complete picture of what is needed to design solutions that align with current practices while supporting future growth.

Conclusion

In developing effective digital solutions, SMEs must commit to understanding the full scope of cruise ship operations. Observing, interviewing, engaging with employees, embedding in the guest experience, and consulting with an experienced cruise SME provide a comprehensive view of the specific challenges in this environment. Relying solely on consumer experience risks overlooking essential operational aspects. By immersing in these multi-dimensional insights, SMEs are better positioned to create digital tools that address immediate needs while aligning with long-term operational goals, ultimately leading to meaningful and sustainable improvements in the cruise ship hospitality space.