Industry Overview

The popularity of outdoor activities and technological advancements have led to a rapid growth of the outdoor recreation application industry. The COVID-19 pandemic has further fueled this growth as people seek safe and socially distant activities. Valued at USD 10.5 billion in 2019, the global market is projected to grow at a CAGR of 15.0% from 2020 to 2027. North America and Europe currently dominate the market, but Asia Pacific is expected to witness the highest growth rate due to increasing disposable incomes, growing interest in outdoor recreation, and adoption of technology.

Problem Statement

The outdoor recreation application industry is facing challenges related to competitiveness, including a high threat of substitutes, low supplier power, and high buyer power. The lack of inclusivity, diversity, and sustainability in the outdoor recreation industry is not consistently prioritized in the design and development of applications and products. These challenges need to be addressed to ensure the industry's sustainable growth and to better serve users from diverse backgrounds, including those with disabilities, while promoting low-impact and sustainable outdoor recreation activities.

Product Development

The foundation of the ChooseAdventure brand is rooted in key concepts that were formulated through research on popular trends and competitive analysis in the outdoor recreation industry. These concepts serve as fundamental ideas or themes that steer the design, development, and marketing of ChooseAdventure, guaranteeing that all aspects of the product or service align with the brand's values and business objectives. The key concepts exemplify how ChooseAdventure plans to capitalize on its strengths to seize opportunities.

I created a visual diagram to organize and generate ideas based on key concepts discovered through SWOT analysis and market research. The mind map facilitates the generation and visualization of ideas, concepts, and solutions for ChooseAdventure by organizing key concepts in a hierarchical and interconnected manner. This process results in a project roadmap that defines project goals and identifies user needs.

ChooseAdventure Brand Overview

ChooseAdventure is a company that is deeply committed to promoting sustainable and low-impact access to outdoor recreation activities and products. The company's mission is to make outdoor recreation activities accessible and inclusive to individuals of all backgrounds and experience levels while fostering diversity and inclusivity within the outdoor recreation industry.

ChooseAdventure is dedicated to promoting a healthy and active lifestyle through outdoor recreation activities that allow its users to connect with nature, enjoy its benefits, and achieve their fitness goals. The company believes in inspiring its users to develop a deep reverence and regard for nature and the environment. As part of this commitment, Choose Adventure encourages eco-cleanup activities and provides a platform for local leaders to create immersive outdoor experiences that showcase the beauty and diversity of the local environment to community members. The company also supports small local businesses and creates opportunities for individuals to connect with others.

ChooseAdventure recognizes the importance of the DIY economy trend and provides free education on gear selection, sizing, and maintenance, as well as basic first aid and wildlife education. The company's goal is to empower individuals to make informed decisions and take control of their outdoor experiences

User personas were developed by analyzing research and data obtained from market analysis to gain a comprehensive understanding of the target audience. This approach aims to create a more personalized and effective marketing strategy, product development, and user experience for ChooseAdventure products.

The subsequent step in the development process involves creating low-fidelity wireframes, which offer a concise representation of the application's structure and user flow. By concentrating on the core features and functionalities, this prototype serves as a valuable instrument for obtaining early feedback in the development process. This, in turn, enables the team to address potential issues before committing substantial resources to a mid or high-fidelity prototype.

Market Decisions

● Step 1

Conducting a market study and SWOT analysis to evaluate the market size, growth rate, trends, customer preferences, and potential new markets

● Step 2

Conducting user research, developing prototypes, and performing user testing to gather feedback on the application's features, functionality, usability, and design

● Step 3

Building and managing partnerships with outdoor recreation businesses and organizations to provide users with resources and accurate information about outdoor activities, such as gear rentals, trail maps, weather forecasts, and safety tips

● Step 4

Creating marketing strategies to reach potential users by using a combination of social media advertising, content marketing, email marketing, and influencer marketing

● Step 5

Developing revenue strategies, such as premium subscription fees, advertising, donation, brokerage fees, and transaction-based revenue

● Step 6

Providing customer support to address any issues or questions that users may have about the application or products

● Step 7

Keeping the information and application up to date by regularly releasing updates, fixing bugs, adding new features, and improving the user interface based on user feedback

● Step 8

Ensuring the security and privacy of user data by implementing robust security measures, complying with data protection regulations, and regularly auditing the system for vulnerabilities

Resources

Essential resources such as user data and a proficient team of software developers, project managers, UX designers, and marketers are required to develop the ChooseAdventure application. It is imperative to maintain the servers, databases, and software to ensure the application runs securely and smoothly. User feedback is a valuable resource for implementing improvements and introducing new features. Depending on the circumstances, funding options such as venture capital, loans, or crowdfunding may be necessary. The utilization of appropriate marketing channels is crucial to generate revenue.

Image by vectorjuice on Freepik

Cost Structures & Revenue Streams

Limitation and Future work

The outdoor recreation application industry faces significant challenges in terms of inclusivity, diversity, sustainability, and versatility. It has become apparent that the industry fails to adequately serve users from diverse backgrounds, including individuals with disabilities. Sustainability is often overlooked in the design and development of these applications, and the lack of versatile applications for various sports creates inconvenience for users who have to download multiple apps.

This project presents an opportunity to survey the outdoor recreation application industry, develop a business model canvas, and create a low-fidelity prototype for the ChooseAdventure application. The next step involves testing the low-fidelity prototype, gathering user feedback, and continuing development of the mid-fidelity prototype. This iterative process will culminate in the creation of the high-fidelity prototype, followed by user testing before final product development.

What I learned?

I have gained valuable insights into the integration of marketing and UX design strategies. I have learned how these two disciplines can work together synergistically to create successful products and experiences.

What I did well?

I have acquired a holistic approach to product development, where user-centered design principles are aligned with strategic marketing goals. This integrated approach has equipped me with valuable skills and knowledge to create products that not only meet user needs but also effectively communicate their value to the target market.

What could be improve?

I could have delved deeper into the specific concerns and requirements of users from diverse backgrounds, particularly those with disabilities. This would have allowed for a more comprehensive understanding of their needs and enabled the development of inclusive features within the application.