Product Challenge
Requires deeper analysis of activity-specific features to understand why users prefer competing apps over AllTrails.
Addressing
Product Challenge
Needs a more in depth study on what features each activity should have in order to show why people are choosing competing apps over AllTrails.
AllTrails
User Experience Research Report
Role: UX Researcher
Project Type: UXR
Project Date: 2024
UX Research Project on AllTrails features after their growth during the pandemic.As AllTrails expands its product with new features, we conducted UX research to identify user needs and guide development. Our UX research plan ensures future enhancements align with user expectations, improving engagement and accessibility for outdoor enthusiasts.
Research Team
Ellie Lindsey
Jacob Rodgers
Venkadakrishnan Paranjothi
Study Background
Functionalities
Product Challenge
Hurdles
Methodologies
Study Limitations
Big Idea
UXR Findings
Key Takeaway
Future Directions
AllTrails
Founded on the idea that we are all made better by spending time in nature.
Driven by the desire to share the outdoors with as many
people as possible — and to do so responsibly and respectfully.
Study Background
AllTrails experienced high growth during the pandemic as Americans sought to get outside.
With the new funding, AllTrails plans to invest in its product and wants to build a range of new features for both free and paid users.
Functionalities
Filtered Searches:
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Distance
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Difficulty
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Length
Nearby Trail Recommendations
Activity
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mountain biking
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running
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backpacking
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walking
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road biking
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off-road driving
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camping
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bird watching
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horseback riding
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fishing
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snowshoeing
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scenic driving
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rock climbing
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paddle sports
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cross-country skiing
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skiing
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bike touring
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via ferrata
Activities Offered
AllTrails began as an app for hiking but now offers
a wide variety of activities such as:
User Demographic
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Beginner to advanced hikers & trail walkers
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49.02% Female
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50.98% Male
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Highest User Engagement Range: 25-34 years old
Target Users
Outdoor enthusiasts that participate in a wide range of outdoor activities and strive to use an application that fulfills all their needs and provides in depth features for each activity.
Competitors
Many of our competitors are winning over users by focusing on niche activities.
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wta.org
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hikingproject.com
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Gaia GPS
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Recreation.gov
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Farout
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10adventures
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Outdooractive
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PeakVisor
Niche Apps
These apps are winning over users by focusing on a specific activity and developing in depth features.
Why is this Challenge Significant?
AllTrails has the potential to be a one stop shop for outdoor enthusiasts.
Overcoming the Challenge:
Further research is needed to enhance the depth of the user experience for each activity.
Observation (Ethnography)
Participants: Chautauqua Park Visitors on (02/11)
Sample Size: 200-300
InDepth Interview
Participants:
Existing AllTrails Users
Sample Size:6
UXR Methodologies
Research Questions
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What demographics (gender, age range) are visiting and using Chautauqua's trail system? Does this match AllTrails demographics?
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Based on the gear they are carrying / wearing, what outdoor activities (e.g. biking, hiking, cross country skiing, dog walking, snowshoeing, climbing, trail running, mountain biking) are Chautauqua visitors participating in? Does AllTrails offer routes/recommendations in the app for all these activities?
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When do Chautauqua visitors pull out their phone when they arrive at the trailhead? What do they appear to be doing with their phones? (e.g. taking photos, paying for parking, looking up a trail map)
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Where are the participants pulling out their phone when they are on the trail?
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Where are people having moments of confusion on the trails?
Research Questions
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Why do users use AllTrails?
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When do users use AllTrails?
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What are the user's painpoints of AllTrails?
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Why are users using other outdoor recreation apps instead of AllTrails?
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What, if any, other apps do users use?
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What factors into a user choosing a standard vs premium account?
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What are the most/least frequented activities users use within AllTrails?
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What features are the most useful/least useful?
Study Limitations & Methodology Gaps
Observation
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Only observing people from one day & location
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Not knowing what people were using their phones for on the trails
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Not observing people specifically using AllTrails
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Lack of ability to interact with people on the trails.
Interview
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Unable to interview people from each activity.
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Not gathering missing key features for each specific activity.
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Lacking demographic variety (Age Range)
BIG IDEA
enthusiasts want tailored features that AllTrails doesn’t offer which is why users switch to a more niche outdoor app.
Predominately for Hiking
All users used AllTrails for hiking.
“...I’ve only ever used it for hiking..yeah...I didn't really know that there were any (other activities) on it?..”
Unreliable Information
Outdated information is a common theme in the user updated content.
“It is frustrating that it is a little inaccurate about trail length and difficulties. The more I am using it, I am running into more inconsistencies.”
Niche Apps are Winning
Many users utilize other outdoor recreation apps for activities other than hiking.
“AllTrails strength is in hiking/backpacking. AllTrails doesn't have as much information about climbing and mountain biking.”
MAIN TAKEAWAY
build out each individual activity within AllTrails in order to enable users utilize AllTrails for all of their outdoor activities.
Learning from the Competition
Key Features AllTrails Should Emulate
Recommended Features (Fishing): Provide locations where users have caught fish, along with details of their catch and high-definition, updated contour images for trip planning and specificity.
Feature Expectations: Conduct in-depth interviews with participants of various outdoor activities to gather specific feature expectations for tailoring AllTrails to meet diverse outdoor activity needs.
Enhancing UX & Personalization
Innovations in Onboarding and Subscription Model
Improved Onboarding: Enhance onboarding screens to gather activity preferences, enabling personalized content delivery.
Flexible Subscription Model: Introduce occasional subscription options for users, granting access to premium features on-demand for their trail visits.
Introduce Gamification
Gamification for Trail Condition Updates and Premium Rewards
Gamified Rewards: Incentivize users with premium access for contributing trail condition updates, closures, and parking information through gamification.
Enhanced Engagement: Utilize gamification to encourage user participation and improve the accuracy and availability of important trail information.
