Customer-centric design: the value of experiencing the customer journey

There’s only so much you can learn about customer experience delivery from a laptop screen. To really understand how a space works - how people move, pause, browse and behave - you have to step inside and see it in action for yourself.

In November, our Customer Relationship Manager, Beth, joined our Director, Helen, on a two-day visit to one of our clients, Brittany Ferries. For Beth - new to both WDC and ferry travel - it was the perfect chance to build relationships with our On Board Marketing client team, and experience Brittany Ferries exactly as customers do; travelling across the Channel, surrounded by all the aspects that shape a customer journey.

With 13 ships in the current fleet, Brittany Ferries isn’t a one-size-fits-all operation. Each vessel has its own layout, design and personality - its own story, really. Over two days, we visited four different ships, providing the chance to immerse ourselves in life as a passenger and experience the differences first-hand.

What we looked for on board:

• Points of sale and decision moments in the onboard shop: what information customers need when we want to encourage them to buy
• Messaging and placement: what grabs attention, what blends into the background, and what needs clearer positioning? We were particularly interested in how the recently launched Christmas campaign was working to see how it could be improved next year
• The lived experience: dining, casual eateries, socialising in the bar, duty free, cabins to relax in - and how it all feels when you’re experiencing it at first hand

These insights help us optimise the onboard experience using real first-hand observation - spotting what’s already working well and identifying practical improvements, however minor, that can make a noticeable difference.

Just as importantly, joint visits like this strengthen the partnership between Brittany Ferries and WDC Creative. Being present builds trust, deepens our understanding of the brand and the realities on board, and keeps our collaboration grounded in the customer experience, not personal assumptions.

Beth summed it up:

Being new to the role, this first trip to Brittany Ferries - and seeing four different vessels, all with their own unique story - was a standout experience. Not just for the knowledge gained, but for understanding the true heart of what Brittany Ferries is all about. Experiencing a journey as a customer - from deciding which food to order, finding a comfortable place to sit and people watch, or browsing the duty free, really helps pinpoint the touchpoints to focus on, while also celebrating what’s already working so well. I can’t wait to do this again - and hopefully see the other nine vessels!

The best ideas often come from being in the space itself. This visit gave us fresh perspective, new connections, and a clearer view of where small changes can have the biggest impact.