Introduction
his report outlines the process of conducting a UX competitive analysis and domain research for the Bon Voyage project at Flatiron School. This project aimed to create an app that provides travel information and recommendations for cities worldwide.
The competitive analysis consisted of the following:
- Identifying key players in the travel and social recommendation industries
- Evaluating their value, audience, marketplace, and features
- Analyzing their strengths and weaknesses
The domain research gathered information on emerging trends, market domination, market saturation, and the feasibility of a mobile-first platform design through internet search queries and credible sources.
Research Methodology
The UX competitive analysis and domain research process for the Bon Voyage project utilized various resources such as internet search results, official websites, app stores, social networks, annual reports, and Crunchbase. Flatiron School included the evaluation criteria in a Google Sheets spreadsheet and gathered insights into user needs and preferences through three user interview transcripts.
Flatiron School provided four links and a workflow video outlining the competitive analysis and domain research steps, which included identifying key players in the travel, social, and recommendation industries and evaluating their value proposition, target audience, marketplace, features, strengths, and weaknesses. To help students efficiently and accurately complete the evaluation matrix, clear instructions and the instructors should provide a grading rubric.
In four days, I completed the initial assignment and identified market opportunities and key players in the travel, social, and recommendation industries. However, when I created a portfolio and case study five months later, I realized the importance of documenting the process. I repeated the project and recorded the steps, including the tools and resources, providing valuable insights for future projects and analysis evaluations.
Competitive Analysis
I conducted a competitive analysis of six travel and social industry companies, including TripAdvisor, Airbnb, Lonely Planet, Yelp, Foursquare, and Instagram. I selected the companies based on relevant keyword searches, popularity, and benchmarking companies mentioned in user interviews.
TripAdvisor and Airbnb connect travelers with service providers, with TripAdvisor providing user-generated reviews and Airbnb offering local accommodations. Lonely Planet targets independent budget-conscious travelers with expert information and recommendations, while Yelp connects people with local businesses. Foursquare provides location-based search and discovery, and Instagram uses visual marketing to connect people and brands.
The target audience for TripAdvisor is middle/upper-class tech-savvy travelers, Airbnb targets budget-conscious millennials/Gen Z, and Lonely Planet caters to independent budget-conscious travelers. Yelp targets high-income, college-educated customers, Foursquare targets urban, college-educated millennials, and Instagram appeals to high-income urban/suburban millennials/Gen Z. The target audience for the Bon Voyage app is similar to these competitors, being urban, college-educated, high-income millennials.
All six competitors have apps and websites available on iOS and Android. Lonely Planet and Foursquare each offer two related apps.
I analyzed 20 predetermined features and determined which of these features the competitors offered, prioritizing those mentioned by interview participants as priorities for the Bon Voyage app development, such as interest-based recommendations, trending lists, reviews, calendar/itinerary, connecting with locals, and the ability to share via SMS.
I compared each product’s key attributes, such as features, marketplace, audience, and value proposition, to identify similarities and differences, evaluate patterns and trends, and draw insights into the strengths and weaknesses of each product and potential areas for improvement. These insights informed the design of the Bon Voyage product.
The value proposition of the Bon Voyage app is to offer a tech-meets-lifestyle travel guide that combines logistics and planning with a location-based social network and credible, curated advice in a listicle format.
Domain Research
The method used during the domain research included online searches for credible sources containing market projections and statistics relating to the travel, social, and recommendation industries. Flatiron assigned a quick Google search as a method because it provided immediate access to a vast amount of information and allowed for efficient sorting and analysis of relevant data to include on the Google spreadsheet deliverable.
To draw insights from the secondary research, I went through a process of identifying relevant keywords, conducting a search, analyzing the results, evaluating sources, taking note of pertinent information, comparing it to my prior knowledge, organizing the information, and finally reflecting on the collected data. I paid attention to patterns and trends in the results. I looked for common themes, frequently mentioned topics, and credible sources. I organized the information into a logical structure. I took the time to consider what the data meant in the context of my research questions.
The online travel industry is booming, with many travelers using the internet to plan their trips. 41% of business travelers and 60% of leisure travelers book their trips online, according to Adobe Digital Insights. The Asian travel industry, especially in South Korea, Australia, and China, is growing due to the spending power of middle-class groups. Expedia and Booking Holdings are investing in expanding in Asia. Booking.com, Expedia, and Trip.com are the leading global online travel agencies, with Booking.com being the top website. Competition is fierce with the rise of travel unicorns like Airbnb.
Despite the crowded market, there are still opportunities for new players. Mobile online travel booking has grown from 1% to 18% in revenue between 2011 and 2015. However, a recent American Traveler survey showed a decline in travel planning apps. To stay competitive, travel companies must keep pace with the growing popularity of weather, language translation, and travel logistics management apps.
Personal recommendations and easy access to travel planning features could change the future of travel. Companies must also adapt to the trend of customers using mobile devices for interactions with brands. In the fourth quarter of 2017, mobile devices accounted for 26% of US travel searches, and this trend is spreading globally.
- Target audience: Frequent travelers seeking authentic experiences with family and friends.
- Market: The travel industry is highly competitive, with intense competition from service providers and travel unicorns like Airbnb.
- Opportunities: Despite market saturation, new products can address mobile-specific challenges in travel discovery, itinerary planning, and information access.
- Approach: Most consumers interact with brands through mobile devices, making a mobile-first strategy crucial for travel companies.
Evaluation
As a student at Flatiron School, my project was evaluated based on demonstrating thoroughness and insight in my research. To assess thoroughness, Flatiron considered factors such as the level of detail in my metrics, my research on both direct and indirect competitors, the completeness of my competitive analysis, and the use of credible sources to support my findings. To evaluate insight, Flatiron looked at the clarity of my values, the depth of my takeaways, the opportunities presented in my competitive analysis, and the support or challenge to the mobile-first approach.
Instructors graded using a point system, with a score of 5 representing exceptional work and a 0 indicating that a student did not submit the assignment. Instructors emphasized the importance of feedback over scores and encouraged us to improve our work continuously. They mentioned that scores of 5 were rare, as they did not expect senior-level work.
I received a score of 4 out of 5 from my instructor, who praised my thorough research of competitors. My instructor provided suggestions for improvement, such as incorporating qualitative insights, avoiding a limited focus on binary information, and using color-coding to distinguish between cells with different levels of data, as well as symbols to denote price or price ranges to enhance understanding of the competitors’ offerings.
However, I faced a challenge applying these suggestions due to unclear instructions in the course material or required reading. I needed help understanding how to use color coding, define binary cells, and incorporate comprehensive data or symbols to denote price. Such ambiguities threatened my grade and overall understanding of the subject.
To address this challenge, I recommended that the instructors create a clear and concise grading rubric for the project, specifying expectations for formatting data matrices, including color coding, definitions of binary cells, symbols for price or Likert Scales, and comprehensive data.
Providing well-formatted examples can assist students in understanding these expectations, improving their overall comprehension of the subject and avoiding confusion during the evaluation process. Detailed, relevant models ensure that students are aligned with the instructor’s expectations and understanding of the subject, enabling them to produce professional work on real-world projects without sacrificing time or budget.
Conclusion
In conclusion, this report highlights the process and results of a UX competitive analysis and domain research for the Bon Voyage project at Flatiron School.
Through internet search queries and evaluation of relevant sources, six key players in the travel, social, and recommendation industries were identified and benchmarked.
The findings indicate that TripAdvisor and Airbnb cater to the middle to upper-class travelers, while Airbnb targets budget-conscious millennials. Lonely Planet appeals to budget-conscious independent travelers, Yelp targets college-educated customers, Foursquare targets urban, college-educated millennials, and Instagram appeals to high-income urban and suburban millennials.
The user interview participants were similar to the target audiences of the competitors, with the potential for further focus on the untapped market of “bleasure travel.”
This report serves as a valuable resource for future projects. It provides insights into the effectiveness of the analysis, areas for improvement, and context for continued research.
