Secondary Research
Comparative Analysis
Introducing a New Product
Comparative analysis of popular online booking sites like Travelocity and Airbnb allow for research into different kinds of booking experiences. Travelocity, and the like, show how well an aggregator site for design results might work but does have some pain points: hard to recreate searches, trouble understanding what’s included in the deal, result pages being hard to follow, tricky navigation, and interior result pages that were divorced from the sleek and simple branding of their main landing page.
Sites like Airbnb approach the booking experience differently. Airbnb invite users into more of a leisurely booking experience. They allow for deep dives into potential vacation locals. What’s included? That’s listed. What to expect? Check out these pictures. Was it a good rental experience? Here are the trusted user reviews. However it also has its pitfalls. How much will it cost overall? There are lots of fees which can lead to unwanted surprise charges.
Why Comparative Analysis?
Comparative analysis allows for direct and indirect comparison of existing travel and online booking sites – this was useful since currently there are no direct competitors for time travel booking sites thus hindering competitive analysis null.
Positive Shared Qualities
- Simple, clean landing page layout
- Professional blue and white color scheme with pops of color
- Can have shortcuts if you need to get to a certain point
- Translation and support provided
Negative Shared Qualities
- The main focus of the site is the landing page – not search results
- Travel results were often hard to understand or read
- Not a way to save search results or get back to the same search results
- Site is translated into one language, no accessibility help, and customer support
Contact Kathryn