BACKGROUND

According to the tourist arrival in each region, there is a wide gap between the number of tourist arrival and the number of tourist downloading the app which is around 0,1% of the total tourist arrival. This gap presents the unoptimized app as a media to provide services for traveller. Our team want to learn about the gap focusing on user research in their perspective and behaviour towards tourism mobile app.

RESEARCH OBJECTIVES

To gain insights about the user perspective and behaviour while using tourism mobile app developed by government

RESEARCH QUESTIONS

• What motivates users to use tourism mobile apps developed by local government?

• What are the issues of users interacting with tourism mobile apps developed by local government?

BUSINESS OBJECTIVES

• To provide good tourism information service

• Increase awareness and engagement.

DECISION TO BE MADE

Provide a guideline to develop tourism mobile app as a tourism information center

Ministry of Tourism and Creative Economy

The research can be considered to make decision in further development of Indonesia.travel for mobile version in defining the target audience/potential user, business goals, mapping the users’ needs and goals, providing recommendations for better user interface design.

Local Governments for Tourism

• The result on the user journey can be used to evaluate the app for further development;

• To what extend the mobile app role to provide information services;

• Map out the strategy to increase user’s engagement.

METHODOLOGY

(1) The theory of consumption value: A customer purchase choices was influenced by a multiple consumption dimension (Sheth et al, 1991)
Functional - Emotional - Social - Epistemic - Conditional value

Participants: The total number is 263 respondents
Recruitment Channel: WhatsApp Group and Instagram
Tool: Survey Monkey
During: October - November 2021 (1 month)

(2) Focusing on 10 usability Heuristic for user interface design to identify usability issues (Nielsen, 1994)

Preliminary Object: Visiting jogja app
Participants: 1 expertise in Interaction Design
During: 1 Day

DEMOGRAPHY

• The number of respondents using government tourism mobile app is about 33%

• Most respondents using the tourism mobile app in general are millennials living in Jakarta.

• There is no difference demography between respondents using the government app or not.

MOTIVATIONS

The goals are to search for information, make plans for trips, and as a guidance. The big reason is owing to the free download.

GENERAL ISSUES

we found that people did not use this app because they did not know that they are exist and they concern about personal data and privacy while accessing the app.

We found functional issues to operate the app and outdated information. Thus, it could reduce user engagement as a result of the lack of trust and reliability.

From user interface aspect, visibility and efficiency of use are the most significant factors that should be considered in order to provide user friendly and easy to use.

PERSONA

From the Insights, I wanted to go deep to the users by interviewing three respondents while performing visitingjogja app to uncover the usability issues.

USABILITY ISSUES

• Lack of awareness of the app on the market

• Lack of reliability, irrelevant, out of date and inaccessible information

• no customer and emergency services provided

• ask personal data to use and access the information

• unoptimized search tool

2. BUSINESS ANALYSIS

METHODOLOGY
(1) COMPETITIVE ANALYSIS: analyzing the business performance

Preliminary Object: Visiting jogja app and Japan Officially Travel
Participants: 1 expertise in Interaction Design
During: 1 Day

(2) SWOT ANALYSIS: Comparing

Preliminary Object: Visiting jogja app and Japan Officially Travel
Participants: 1 expertise in Interaction Design
During: 1 Day

PROBLEM STATEMENT

About a third respondents use the tourism mobile app developed by government. We have identified a lack of awareness, reliable information, and user friendly as crucial factors for travelers using the app.

GOAL

Redesign a tourism mobile app to help millenials
- to discover the app
- to obtain reliable information
- to use easily.