MAXIRU
Our collaboration with Maxiru began with highly specific tasks involving interactive video players. Initially, we designed a solution for the Korean market: a platform capable of linking specific products to particular timestamps within a video. The idea was to shorten the path to purchase. A viewer could tap a popup link directly during playback and instantly transfer to the checkout screen. Later, this mechanic evolved into a standalone product, allowing website owners to embed similar players onto their pages via a ready-made constructor.
The successful launch of these services laid a solid foundation for further collaboration. The technical director of Maxiru at the time was transitioning into a software infrastructure management role at Virgin Voyages. The company required an ecosystem to service entirely new cruise ships, and we were invited to join this process.
Infrastructure Testing
Launching a massive passenger vessel involves risks related to load distribution across local servers. Hundreds of isolated services run on each ship, processing a continuous stream of data. Predicting the behavior of these systems when thousands of devices connect simultaneously is extremely difficult.
To stress-test the limits, engineers prepared a detailed replica of the ship within a spatial simulator powered by Unreal Engine. Thousands of simulated passengers navigated the virtual decks of this replica. We were tasked with developing an interface and architecture to receive signals from these bots in real time.
We designed a control panel that continuously processed all incoming geometry. The panel allowed the technical team to visually test peak coordinate streams, identify bottlenecks in connection architecture, and allocate server resources long before the ship welcomed its first real clients.
Vector Navigation Algorithms
Every passenger on board wears a special wristband. These devices communicate with hundreds of sensors using Bluetooth protocols. Inside an enclosed space amidst massive bulkheads, the signal behaves unpredictably, bouncing off surfaces. Due to physical interference, a person’s location dot in the mobile app could deviate wildly from reality or visually drift through walls.
We created an internal web editor for vector maps to accurately construct the spatial geometry of the ship. The tool used trigonometric formulas to plot permissible routes over floor plans. Bound to a strict coordinate system, the phone algorithms began to naturally smooth out signal interference. The navigator started snapping the passenger's position to the nearest authorized path, guiding them to their destination.
The Passenger Ecosystem
The core product for people became the Sailor App. Introduction to the interface begins several months prior to the trip.
A user receives the band via mail and links it to their phone profile. The application features built-in document scanning and biometric facial verification. Upon boarding, port staff simply glance at their tablet screens to verify approaching passengers. This significantly accelerates the check-in process and reduces waiting times in terminal lines.
On board, the band serves as a cabin key and an integrated payment method. The app itself grants access to a detailed event schedule, allowing users to book restaurant tables and spa sessions. The interface unites all cruise services within a single, cohesive environment.
The Smart Cabin
A distinct phase in refining passenger comfort involved an application for managing the space inside the cabin.
We designed an interface that gives users complete control over their surroundings. Using their phones, passengers can adjust lighting brightness, open and close motorized curtains, use the device as a television remote, and swiftly contact specialized hospitality staff to resolve any room-related needs. Interaction with all physical elements of the room happens from a single access point, making the process simple and natural.
Over three years, we traveled the path from floating video buttons to designing an architecture that services massive passenger ships. This experience taught us that at the core of any large-scale infrastructure — whether it involves navigation algorithms or communication with local sensors — lie the exact same principles: attention to detail and a profound understanding of how the end user interacts with the system in the physical world.