UX Research Test Plan

Method Used: Competitive Comparisons

Test Type: Remote, unmoderated

Testing Platform: UserTesting.com

Direct Competitors: Choice, Hyatt, Hilton, IHG, and Marriott

Number of Tests: Five

Number of Participants: Seventy-Five

Research Goals:

1. Analyze the strengths, weaknesses, and emerging trends in the user experience of competitor websites (Choice, Hilton, Hyatt, IHG, Marriott).

2. Benchmark our umbrella website against competitors to identify improvement opportunities.

3. Guide product enhancement roadmap and prioritize key website areas for improvement.