P&O Ferries — VR Treasure Hunt.

This app provides a gamification environment where users ‘collect’ a small number of virtual coins situated at key locations around the ship (duty-free shop, club lounge, cafes, restaurants etc). The coins automatically unlock coupons, simply for discounts and other incentives for users onboard the ferry. Digital way-finding helps locate the virtual coins and also familiarises passengers with key locations onboard. It brings an enhanced sense of fun, innovation and improved passenger experience to the P&O Ferries brand.

Onboarding tips.


The user’s camera lens is now open, giving them a flavour of what’s about to happen — they are prompted to begin, through a clear call-to-action button and on-screen messaging.
Offers and rewards.

Tracking the passenger’s route.

Throughout the use of the application, data is collected on all the locations the user has passed within the ferry. This is visualised in a fun, timeline approach for the passenger — whilst providing P&O with data on high footfall areas. This overview mode also allows the user to backtrack to a place of interest that may have been missed during the ‘Treasure Hunt’ journey.

Team Credits

Alex Garner

  • Senior UI Designer


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Alex Garner
Senior UI Designer