UX research for the travel sector
UX research for a travel agency taking into account the needs of users using the services. A client from the tourism industry wanted to make an investment in the travel agency market.
The plan was to create a new brand that inspires confidence, offering only the most popular destinations, but also the most profitable.
The purpose of this research was to find out how to name these destinations and how to communicate the offer.
Desktop Research allowed me to find out the most popular holiday destinations (Italy, Greece, Croatia, Spain and the Canary Islands) and find a differentiator - something that the competition lacks or provides it to a very narrow extent.
While the competition analysis and interviews - getting to know the most frequently used online holiday services.
The most popular are, among others: TUI, Rainbow, Wakacje.pl, Itaka, Booking.com, Airbnb.
The most popular are, among others: TUI, Rainbow, Wakacje.pl, Itaka, Booking.com, Airbnb.
User interviews with the focus group made it possible to create a persona. Interviews with users and the "card sorting" study helped to find distinguishing features that could attract new customers. These could be: special travel offers for singles; improved search engine and comparison of selected offers; unconventional optional themed and local trips (e.g. culinary, criminal history, films, series); interesting travel blog / vlog; "quiet zones" at hotel beaches and pools; "leisure + sightseeing" offers; special offers for vegans and vegetarians; incentive and promotional system for regular customers and active users.
Persona was prepared to help understand the users, know what, where and when they feel. What activities do they have and where will it be possible to meet them in order to interest them in an offer tailored to their needs.
Empathy Map has been created to make it easier to understand users and learn about their needs, accompanying emotions and their activity.
User Journey Map allowed me to get to know goals, pain points, touchpoints of the user with the brand / product and the accompanying emotions and also UX experiences.
Closed Card Sorting on a Popular Placements Matrix allowed me to create mental models of users, their way of categorizing and sorting information.
This table shows the percentage of participants who sorted each card into the corresponding category.
It attempts to propose the most popular groups based on each individual card's highest placement score.
