Project Overview
Date: January, 2024
Completion time: 2 weeks
Field: UX Research, UX Design
Work type: individual
The objective was to thoroughly research the tourism market to provide insights for a client planning a trip-selling business. During this process, I analyzed existing data to conduct a competitor analysis and carried out interviews with focus group members to identify potential standout features.
Both business and programming aspects of key features were considered to evaluate their potential benefits for the business.
The collected data enabled me to create a Persona, an Empathy Map, and a User Journey Map. Additionally, the focus group participated in a Card Sorting exercise to identify intuitive terminology.
AI Tools were used to accelerate the entire process of data analysis.
Desk Research
Competitor Analysis identified the key characteristics of rival brands and pinpointed the attributes that give them a market advantage. Understanding both the differences and similarities among competitors provides crucial knowledge needed to introduce a new, competitive brand.
Competitor UX analysis focused on the features provided by other brands and offered insights into potential functionalities. No brand offered a comparison tool, identifying it as a potential standout feature.
Both the business and programming aspects of the analyzed UX features were considered, along with their potential benefits for the business.
To identify potentially profitable offers, I analyzed Poles' post-pandemic vacation destination choices and the 2024 forecasts.
User Interviews
From the very beginning, I understood that conducting in-depth interviews would be vital for this project. After surveying potential users, I carried out one-on-one interviews with those who best met the criteria. In this crucial stage of UX research, it was important for me to establish a connection with the interviewees and understand their motivations, emotions, and frustrations. Learning more about them than just their travel habits provided a broader perspective, essential for creating a credible persona.
Persona
Large amount of collected data allowed me to create a credible, representative Persona for the focus group of the planned business.
Empathy Map
The Empathy Map provided a comprehensive understanding of the user's feelings, thoughts, and behaviors. This tool's not only useful for guiding further UX process but also for shaping targeted marketing campaigns that resonate with users' true needs and desires.
User Journey Map
The User Journey Map visualized the emotional peaks of the user, highlighting the most important areas for improvement. Addressing the pain point of comparing offers proved to be key to the client's business success.
