ABOUT THE PROJECT
The project was developed for an e-commerce travel agency. It includes user research and market analysis of the tourism in terms of available solutions and tools that are missing from the competition.
PROBLEM
The main needs of the client are market analysis in terms of available offers and the way of communicating them. The target group are middle-class and wealthy people who spending on holidays approx. 3-4 thousand PLN per person. The client wants to create a new brand that will offer only the most popular and profitable travel destinations. The brand wants to respond to the real needs of customers. The offer is to be tailored strictly to the needs of a given user, so it is important to learn about his activities, problems and communication channels.
SOLUTIONS
– MARKET ANALYSIS
– USER RESEARCH
– PERSONAS CREATIONS (screener, interview)
– EMPATHY MAP
– USER JOURNEY MAP
– CARD SORTING
MARKET ANALYSIS
When I was analyzing the market I paid special attention to agencies that offer unique places with a unique atmosphere. The offer is individually tailored.
USER RESEARCH
I have interviewed 10 persons. These interviews were preceded by a screener I prepared. The user research has shown me the real needs and problems of the users.
The interviews based on a script consisting of 18 questions. These were video meetings that allowed me to observe the behavior, get to know the opinions and attitudes of the respondents.
CONCLUSIONS
After the interviews, I got the following results:
– respondents are very eager to go on vacation and love all kinds of travel, they usually go on longer holidays (10-14 days) once a year, in addition, they have short trips 2-3 times a year,
– most often they are traveling with they partner, family or friend,
– usually they are choosing warm directions in Europe, they are fascinating by Asia so they also consider that direction, even if they were satisfied they look for a new directions to see a country they have not met yet,
– the respondents are interested in learning about the culture, cuisine and the local community,
– among the advantages of using the offers of travel agencies, there are: saving time on the organization, they have all inclusive options for people who only want to rest and not worry about anything, there is no need to speak a foreign language, they have a help in arranging documents, or insurance, they have opportunity get bargain offers (possibility to buy holidays for a lower, promotional price)
– respondents who occasionally use the offers of travel agencies and prefer to organize trips on their own, identified negative experiences related to offices, such as: too many offers and getting lost while searching, false hotel reviews, lack of trust, charging additional fees, large resorts, lack of unique places, lack of flexibility of offers and adaptation to individual needs, no possibility of getting to know the local cuisine and the local community, boring trips to typical tourist places, hurried sightseeing, no possibility of individual contemplation of places, crowds, rush,
– the advantages of self-organizing holidays are: independence, freedom in choosing activities, freedom in choosing a hotel (the need to find a place with an atmosphere and beautiful interior), the opportunity to learn about the local cuisine, community and culture, the possibility of optimizing the budget for your own needs
– the biggest challenges in organizing a trip on your own are: confusion caused by too many options, spend a lot of time for organizing, budget planning, organizing food (on an exclusion diet).
PERSONAS
The information gathered during the interviews and my own observations allowed me to develop the main persona and the secondary persona. Both personas have similar goals, but their motivations are completely different. I focused on users who would use travel agencies to save time and stress for organizing.
EMPATHY MAP
In order to better understand the users, I developed an empathy map for the main persona.It brings together experiences, frustrations, fears of a person, as well as their needs, desires and benefits from the implementation of their plans. Such an illustration of the needs and expectations allows me to specify the tools that the future product will have.
USER JOURNEY MAP
I used a user journey map to visualize the relationship between the user and the future product. This tool allowed me to look at the product through the eyes of a future user. I could observe what activities he was doing and what feelings accompany him at the same time. I defined the most problematic moments, so I was able to propose improvements to these processes.
CONCULUSIONS
– The group of recipients will be people around 20-40 age, they are curious about the world and love to travel, they expect much more from holidays than sunbathing by the pool, they love visiting new countries, they are looking for inspiration for their work, or want to combine their passions for exemple sport with a rest. They are looking for beautiful places, local community and cuisine. They are not satisfied with crowded hotels and a typical tourist climate.
– These people usually arrange the holidays themselves. They search for flights, look for accommodation on their own and choose the places they would like to visit according to their preferences. They feel confused by the multitude of options. It takes a lot of their time and energy.
– The ideal solution would be a tool that profiles users in terms of their motivation for travels. Defining their preferences and activities and matching offers strictly to a given person.
– The brand would be distinguished by offering selected places with an great atmosphere (alternative to large resorts), local cuisine and a beautifully interior design.