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triangle-right CASE STUDY

P&O Cruises
Help &                        Support Hub

The challenge

P&O Cruises wanted to improve their Help & Support Hub to create a seamless, guest-friendly experience. The goal was to empower guests to self-serve online at a time and in way that suits them, while reducing the pressure on the Customer Contact Centre. The target? A reduction in inbound support emails and calls.

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Our solution

We tackled the challenge with our “20:20 Accelerator” methodology - a streamlined, two-phase approach designed to uncover and validate solutions fast. In a rapid sprint, we delivered a user-tested proof of concept that aligned with both guest needs and business goals, laying the groundwork for a solution that delivers real results while minimising risks.

In phase one, we analysed user behaviour using guest feedback and analytics tools, combined with competitive and cross-sector research to uncover the core issues, content gaps and define best in class.

From there, we defined a bold vision - a Help & Support Hub that offers a personalised, stress-free path to actionable answers, updated continuously and accessible across channels. This vision drove the content, design, and technical requirements for the new experience.

During the UX and UI design phase, our content strategist and UX/UI designer worked hand in hand to deliver a content-first approach. By prioritising clear, helpful information, we designed intuitive user journeys that made finding answers effortless. This focus on content ensured the design wasn’t just visually compelling but actively solved real guest pain points, surfacing the right information when and where it was needed most.

We then prototyped key user journeys and conducted both moderated and unmoderated user testing to gather real-world feedback. This helped us identify further refinements and ensure the design truly resonated with guests. After incorporating these insights, we handed over to P&O Cruises development team, delivering responsive designs optimised for all devices alongside a comprehensive asset and design file package. Every element was ready to ensure a smooth implementation process.

This lean, agile approach created clarity, alignment, and confidence - resulting in a final solution that exceeded expectations for both guests and the business.

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Results

  •  Page views increased by 92%, showing more guests are engaging with the Help Hub.
  •  Average page views per visit jumped by 94%, suggesting guests find the expanded content useful.
  •  Average time spent per visit rose by 11%, indicating users are consuming more content
  •  Exit rate improved by 13.4%, meaning guests are finding the answers they need.
  •  Visits to the contact page dropped by 5.7%, highlighting fewer guests needed to contact the Customer Centre.
  •  Additional data on Customer Contact Centre impact to follow after further live testing.

Quotes

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The Owen Team have been fantastic to work with
during this project. They fully understood our vision: to create a best-in-class, one-stop help hub to support P&O Cruises guests find the answers to all their cruising questions. Their expertise was instrumental in achieving the project’s success and the positive outcomes we’re seeing today. They expertly developed and executed a robust content strategy, prioritising content based on data-driven insights from the business. This strategy was seamlessly translated into a standout UX/UI design that sets us apart from competitors, and their leadership was invaluable throughout the project. They kept us on track, met deadlines, and consistently went the extra mile to ensure the timely launch of the Help Hub. Overall, it was a joy to work with the Owen Team.

Katie Purdie, Manager, Digital Self-Service - P&O Cruises

Quotes

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Going into 2024, we wanted to drive a real uplift in
the way we support guests online, across the holiday planning and readiness journey. Working with the team at Owen was a pleasure from start to roll-out, bringing a data-first, question-everything approach that left no stone unturned, and brought across many business areas in true collaborative style. It’s great to see a raft of longer-form support content as well as a significantly enhanced user interface that’s quick, easy and delivering great results for us and our guests.

Daniel Mitchell-Brett, Senior Manager, Digital Content & Self-Service - P&O Cruises

 

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