Accommodation Platform
Discovery Research
The sharing economy has reshaped accommodation, dominated by Airbnb, though gaps remain in niche markets. A startup entered the space with an experience-led concept but lacked validated user insights. This research aimed to test core assumptions and guide product decisions with evidence.
Research Objectives
Objective
01Validate core assumptions
Validate core assumptions about target audience identity, motivations, and behaviors in the accommodation booking space.
Objective
02Understand pain points
Understand existing user pain points with current solutions (Airbnb, Booking.com, direct booking).
Objective
03Must-have vs nice-to-have
Identify must-have platform features from a user perspective versus nice-to-have functionality.
Objective
04Opportunities & differentiation
Uncover opportunities for differentiation and competitive advantage based on user needs and market gaps.
Methodology & Approach
1. Competitor benchmarking was conducted to analyze existing accommodation platforms, identify key UX patterns, and uncover market gaps.
2. Proto-personas development was based on initial assumptions to define target user segments and guide the research focus.
3. Qualitative user interviews were conducted to explore real user needs, motivations, and pain points in the accommodation booking process.
4. Synthesis and validation of findings were performed to refine proto-personas and translate insights into platform requirements and product strategy.
Competitor benchmarking
Website Analytics Benchmark
| Service | Avg. Time | Depth | Bounce Rate | Monthly Visits |
|---|---|---|---|---|
| Cian.ru | 9.21 | 14.25 | 32.53% | 29.40M |
| Realty.yandex.ru | 5.24 | 10.25 | 38.00% | 3.70B |
| Realt.by | 7.48 | 15.46 | 39.74% | 3.80M |
| VRBO.com | 6:56 | 7.85 | 38.98% | 51.60M |
| Homestay.com | 2:38 | 3.81 | 49.64% | 267.50K |
| Hometogo.com | 3:38 | 4.89 | 32.41% | 6.20M |
Feature Comparison Across Platforms
| Feature | Cian.ru | Yandex | Realt.by | VRBO | Homestay | Hometogo |
|---|---|---|---|---|---|---|
| Default search view | Cards | Cards | Cards | Cards, Map | Cards | Cards, Map |
| Search option on home page | Airbnb form | Airbnb form | Airbnb form | Airbnb form | Airbnb form | Airbnb form |
| Display options for apartments | Cards, Map | Cards, Map | List, Cards, Map | Cards, Map | Cards | Cards, Map |
| Filtering options | Facets, presets | Facets, presets | Presets, advanced search | Facets, presets | Facets, presets | Facets, presets |
| Comparison of options | Favorites, Hide | Compare, Favorites | Favorites | Favorites, Notes | Favorites | Favorites, Share |
| Payment at check-in | No | No | No | No | Yes | No |
Building proto-persona
Oliver Berzins
Fitness Trainer · Latvia
Biography
A fitness trainer who's passionate about Arduino and nature. Planning to move to Cambodia for new opportunities, but exploring accommodation options first.
Causes
- Vacation with family in another city
- Feel the local flavor
- Learn about positive and negative sides of location (financial, social issues)
- Find out about possible work opportunities
Goals
- Find suitable options for apartments and compare them
- Make a reservation of a favorite option
- Easily change an apartment if Oliver moves to another location
- Get support if Oliver experiences difficulties when looking for or reserving an apartment
Core Needs
- See liked options on the map
- View information directly on the map
- Filter by distance from the center
- Add options to favorites
- Save filter presets
- Set filters by price, date, rating, facilities
- View map of nearby infrastructure
- See other users' reviews with real photos
- Ask questions to the landlord
- Pay for preferred option conveniently
Risks & Barriers
- Lack of confidence in the service
- Lack of onboarding
- Fear of losing money
Key Motivators
- List of Top Options in chosen location
- Information about discounts, deals, limited offers
- "Verified Landlord" status
- High ratings from other users
- Possibility of payment after check-in
- Free cancellation policy
Success Metrics (KPI)
- Measure user satisfaction with completed scenario using survey
- Measure number of cancellations and low ratings after arrival
- Measure customer service complaints and quality of interactions
- Measure actions from choosing liked option to paying for reservation
Oliver represents the Middle tech user who values convenience, trust, and local experience. He needs clear navigation, visual filtering, and transparent communication throughout the booking process. His primary concern is balancing feature richness with ease of use.
Interview Findings
Some insights from user interviews
Interviewee 5 had a case where she had to wait to check in from 8 am until 3pm, but this information was not given before paying for the reservation.
Interviewee 2 had a case where the reservation included breakfast, but it ended up costing money and the kitchen could not be used at all.
Interviewee 2 had a case where they asked to pay an additional fee (tourist tax) at check-in, which was not included in the price on the website.
Interviewee 4 cares about both the map and the list. He is guided by the list because it is just in front of his eyes, but he cares about the location - that's why the map prevails over the list.
Research Hypothesis Validation Matrix
Synthesized data from 5 user interviews validating core assumptions about user behavior and feature prioritization.
| Finding / Hypothesis | P1 | P2 | P3 | P4 | P5 | |
|---|---|---|---|---|---|---|
| 1 | People prefer the map view over the list view | |||||
| 2 | People choose more based on photos than on descriptions | |||||
| 3 | It is important for people to see all instructions at once (no animals, couples only, women only, etc.) | |||||
| 4 | People compare options by opening them in different tabs | |||||
| 5 | People use the filter by price more often than by location | |||||
| 6 | People primarily use the filter by rating | |||||
| 7 | People prefer to pay for accommodation after moving in | |||||
| 8 | It's important for people to have the comparison feature to compare multiple housing options | |||||
| 9 | It is important for people to get recommendations for restaurants, sightseeing, swimming pools, etc. nearby | |||||
| 10 | It is important for people to be able to check in easily at any time throughout the day | |||||
| 11 | People more often prefer landlords with more reviews or "Verified User" status | |||||
| 12 | It's important for people to have support from the service available 24/7 | |||||
| 13 | It is important for people to make sure that the landlord follows pandemic safety rules |
11 of 13 hypotheses confirmed across 4+ participants. Map preference, photo-driven decisions, and easy check-in are critical needs.
Comparison features and 24/7 support show variance. Behavior depends on user context and accommodation type. Further exploration needed.
Map preference initially assumed universal—actually context-dependent. Some users prefer list + filters for quick filtering.
User Journey Map — Accommodation Booking
A condensed, professional journey map derived from research notes. Phases are laid out left → right; each column contains goals, emotion, actions, touchpoints, problems, and solutions rendered in the site design language.
Preparation
Realize the need and value of the resource
Actions
Touchpoints
Problems
Solutions
Research
Narrow down the number of options to compare them
Actions
Touchpoints
Problems
Solutions
Comparison
Find the best options in the desired location
Actions
Touchpoints
Problems
Solutions
Booking
Book the accommodation quickly and easily
Actions
Touchpoints
Problems
Solutions
Payment
Pay in the most convenient way
Actions
Touchpoints
Problems
Solutions
Final stage
Successfully move into the chosen apartment