END PRODUCT
An in-depth netnographic analysis for DCU of the camping-and outdoor domain, uncovering:
- new trends within the domain
- the development of the camping-and outdoor community
- user values and how they are expressed through camping
- new trends within the domain
- the development of the camping-and outdoor community
- user values and how they are expressed through camping
GOAL
The user base for this project consisted of camping-and outdoor enthusiasts from Denmark. The main requirements were to uncover new trends and user needs within the domain so that DCU could get a better understanding of how Danes practise camping, and consequently stay ahead of demands.
PROBLEM
DCU has held on to the same understanding of camping since it’s peak in the 60’ies, limiting itself to camping with caravans or tents at designated camping grounds – almost always with clear guidelines and rules for their visitors. They consequently limit their target audience as well to include users with the same understanding of camping, and has defined this group as consisting primarily of seniors or couple without (young) children. This creates a large gap in the demographics of users they cannot reach with their current supply, which boils down to two major issues:
1) DCU’s products will become outdated and they will be overtaken by competitors.
2) DCU cannot acquire new members and their current member base will become stagnant and in time decline of natural causes.
DCU focuses on camping with caravans and tents at regular campsites.
USER RESEARCH
Through a netnographic study (study of users through digital media) I found that the camping-and outdoor domain has developed several independent branches of camping, all with the same background but with different interpretations, such as glamping, shelters, and car-boot-camping - just to name a few. For all groups, four common denominators apply - to a greater or lesser extent. They are:
①
Freedom and spontaneity:
It is essential to have the option to go where and when the mood strikes, without the hindering of too many rules and responsibility to others.
②
Solitude:
Whether they travel alone or as a group, it is important that they can enjoy the experience without too much interference from others.
③
Beautiful surroundings:
The primary goal of camping-and outdoor life is to be in beautiful surroundings that gives you an out-of-the-ordinary experience. (This experience is definered differently depending on the group)
④
Grouping:
There is a clear devision into groups within the camping-and outdoor domain defined by their individual understanding of it, sometimes resulting in an "them" and "us" mentality.
Outdoor enthusiasts remodel their cars to experience a greater “freedom” in camping.
Shelter app gives outdoor enthusiasts the opportunity to easily locate a place to spend the night on the go.
RESULT
I have uncovered several defined target groups and user needs which DCU can choose to include in the expansion and/or update of their brand. DCU already has numerous campsites around Europe, so the organization is equipped and has the experience to expand with shelter or scenic areas with overnight opportunities. It should be the natural choice to incorporate these insights into the development of the brand in order to follow developments in camping and expand the target group.
RESPONSIBILITIES
I worked on this project as a UX designer with special focus om research and analysis.
Main areas of responsibility:
UX research and analysis (netnography, personas, “Saturate and group” workshops etc.)
Interviews (digital, via phone, and personal interviews)
