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First, product overview
Experience the environment:Model: IPhone 6 Model: Version 64G: iOS9.2 ma cellular app version: 7.4.3 World App version: 1.9.4 experience Time: 20160327--20160330 Metro, bus, home, work, walk
Product introduction £ ºWith the rising of income water, people's demand for tourism is becoming more and more vigorous. As a new type of tourism, the free-travel method can be used to customize the itinerary and provide more personalized travel items for tourists, which is favored by tourists. These two apps are also based on the development of free line. It omitted the guide link, the travel agency mainly for customers to provide accommodation, transportation and other aspects of arrangements, other food, travel plans and other tourists to solve their own, this way of play allows consumers to have more freedom. To this end, travel agencies have seized the industry's development opportunities for marketing, but in the competitive incentive tourism industry, the traditional travel agencies, tourism sites have developed mobile phone application products to deal with the outbreak of tourism market and increase their competitive advantage. "Ma Bee ma honeycomb" "Free line" app development to provide users with a wealth of features, including hotel reservations, ticket purchase, visas, transfer machines, attractions tickets and local tours and other functions, based on the user's travel process more convenient, one-stop solution to the outing problem of the traveler. At the same time with other tourism services related to the integration of resources to provide users with more peripheral services, to become the industry's new profitable value-added point "" The most world-wide app is a global international hotel, flight tickets, the most characteristic of local beer and skittles, and free-line booking product recommendations, as well as special hotel, special price free line, Special visa, local beer and skittles, attractions tickets, cruise self-drive, self-driving car rental, travel insurance and other special travel discounts "
Market conditions:
Second, product analysis
Product Structure ChartMa Honeycomb:
The World:
Through the function diagram can see, "Ma honeycomb" divides the entire app into three modules, home page, destination, User Center, in the entire app structure design is more concise. This not only makes newcomers easier to use, but also makes it easier for older users to remember their functional routes. and "Poor Tour" is a bit unclear, for example, it placed the "destination" in the tab page, but also placed the main local excursions "local play", it is conceivable that users want to go to the "destination", is bound to include the local play, this may confuse users, I want to go to the local play, But I don't know which one I can get as many tourist information as possible.
User Use ProcessFrom the overall functional structure, two apps seem to be highly consistent, and when users enter the app, they search from the home page to the place they're interested in, and then find what they need in search results. Search results, "ma honeycomb" content has "pictures", "City Map" (lbs recommended surrounding attractions), "Travel Live", "Free Trip special", "where to play", "Where to Live", "Special food", "around the destination", "More Strategy" (download). In the Search results box for "poor travel", only the list of various types of coupons and the sorting filter function are available. As you can see, "poor travel" customers are those who need to travel to buy free-service related services, they just need simple travel route recommendations, while the "Ma honeycomb" user groups are those who pay attention to the sharing of free-travel tourists, MA Honeycomb can provide them more than just pre-trip planning, buy free line products, More importantly, it is able to provide a fixed place for customers to share what they see in their travels and share their photos, people and stories. In addition to the professional backpackers, for most of us ordinary people, travel only a small part of the annual time. So the demand is not very strong, it is conceivable, if there is no user sharing and interaction, platform stickiness is certainly not as high as "Ma honeycomb".
third, the function experience analysis
Search:The first time the user enters the app, completely do not know how to start, most people will choose to search, then we will first look at the search interface: Ma Bee
Nest:
Poor tour:
"Poor tour" of the search interface is divided into "hot search" and "historical search" two pieces, giving people a neat and fresh feeling. "Ma honeycomb" search interface is divided into "historical search", "domestic popular" and "International hot" three pieces, give people feel is: User-centric, based on domestic, look at the world's feelings, more appear in the atmosphere. From the perspective of ease of use, I am more inclined to "Ma honeycomb" design, give people feel is more neat, "poor travel" search, because the location of popular search more influential, and can search many kinds of words, such as places, tickets and so on, seems a bit messy.
Personal Center PageMa Honeycomb:
Poor tour
Visually speaking, the "poor tour" of the personal center using a large image background + user Avatar, so that the interface appears more modern sense. The "Ma honeycomb" is more traditional. From my personal experience, the latter may have more users to like. But the "poor tour" interface initial picture and the default user picture is not very good, the original intention should be that there are many places to travel, so Beijing has put a lot of attractions of the thumbnail, but also on the thumbnail to add a translucent mask, so instead give people feel very complicated feeling, intuitive feeling is not clear, not very want to see. Punch-in function is "Ma honeycomb" has and "poor tour" does not have, for punch this function, what can give users a lot of sticky help, it is hard to say, so there is no need to talk about doing very flashy. But at least not be a point to affect the user experience, at least I can do it. The rest is that each has a feature: "Ma honeycomb" of "my download" function inside is can download the app inside the Raiders and travels, this person personally is very helpful. Because in many cases, travel and Raiders will be accompanied by a large number of pictures, and even high-definition pictures, and the strategy can be used in a piecemeal time to watch, if you can download the download version, will save a lot of traffic, and "Ma honeycomb" also to download the content has been updated, real-time access to the latest version. "Poor Tour" is the highlight of the frequent traveler information, this is also very convenient, each time you buy can be very convenient to select user information, and not to ask everywhere, but also worry about input errors.
Core Tourism BusinessMa Honeycomb:
Poor tour:
"Ma honeycomb" from the content, the tourist destination has been a multi-faceted deep excavation, to find out a lot of areas worth exploring; "Poor Tour" is just some "air ticket" or "Machine + Wine" List display only, business atmosphere is too strong, content is poor. The difference between the two in the core business is obvious, there is no comparable. Coupled with the "poor tour" of the Chicken module "local Fun", unexpectedly placed in the first level of the catalogue, too occupies the ground.
Iv. Portrait of the user
According to the analysis of the Analysys think tank, the male tourists choose the proportion of free travel more than women, while the Virgo, Scorpio, Scorpion, Libra, Sagittarius are the most free users of the constellation. In terms of age, Gen Y is the main force, followed by the descendants and 70后, 60后 now basic to 50-60 of the age, some have retired, should have a lot of time to travel, but because their generation is affected by the environment, many people do not have the habit of travel, plus as the children of the 80 back door also each family, With the baby, 60后 with grandchildren of the task, also do not allow them to play again presumptuous.
With the city, the group, the community and the information of the people, to promote the travel of the community travel, the community will inevitably have the need for tourism, "poor travel" and "Ma Honeycomb" profit model is to nurture the community, the community will be nurtured and expanded after the flow-oriented commercialization of products, sales of products to obtain profits.
v. AppStore user Comments
the world of poor travel:Negative:
Positive:
Ma Honeycomb: Negative:
Positive:
Six, Baidu Index
Reference: 1, Baidu index: Http://index.baidu.com2, Yi-View think tank: "2015 China free market Research report."
Ma Cellular vs Poor travel world-free line app Analytics
