A COMPARATIVE ANALYSIS OF UX WRITING ELEMENTS IN INDONESIAN TRAVEL APP: TRAVELOKA AND TIKET.COM FROM A VISUAL COMMUNICATION DESIGN PERSPECTIVE
Abstract
This research aims to analyze, compare, and evaluate the UX Writing elements of two popular Indonesian Online Travel Agent (OTA) platforms, namely Traveloka and Tiket.com. Although both applications offer similar functionalities, their implementation of UX Writing elements differs significantly. This research focuses on how these elements are applied, their impact on User Experience, and their role in shaping each application's Brand Personality. The scope is limited to UX Writing within the context of flight ticket booking. A qualitative research method is employed, using content analysis of textual elements found in each application's User Interface (UI), observed and assessed based on relevant UX Writing principles. The study found that Traveloka prioritizes clarity and efficiency, while Tiket.com emphasizes empathy and engagement through personalized tone. The results expected offer practical insights for App developers to enhance the UX Writing quality, thereby improving the overall User Experience.
Penelitian ini bertujuan untuk menganalisis, membandingkan, dan mengevaluasi elemen-elemen UX Writing pada dua platform Online Travel Agent (OTA) populer asal Indonesia dalam bentuk Travel App, yaitu Traveloka dan Tiket.com. Meski memiliki fungsionalitas yang hampir serupa, namun pemanfaatan berbagai elemen UX Writing pada kedua aplikasi tersebut dapat sangat berbeda. Permasalahan bagaimana elemen-elemen tersebut diimplementasikan, dampaknya terhadap User Experience, serta perannya dalam membentuk Brand Personality produk mereka, menjadi hal yang dapat diketahui dalam penelitian ini. Fokus kajian dibatasi pada elemen UX Writing yang terdapat dalam konteks pemesanan tiket pesawat. Metode yang digunakan adalah pendekatan kualitatif dengan teknik analisis konten terhadap teks yang terdapat dalam User Interface (UI) kedua aplikasi melalui observasi, untuk kemudian dikaji berdasarkan elemen-elemen UX Writing yang relevan. Hasil studi ini menemukan bahwa Traveloka memprioritaskan clarity dan efisiensi, sementara Tiket.com lebih menekankan pada empati dan engagement melalui tone yang telah dipersonalisasi. Hasil ini juga diharapkan dapat memberikan manfaat wawasan bagi pengembang aplikasi untuk meningkatkan kualitas UX Writing, sehingga mampu meningkatkan User Experience secara menyeluruh.
Keywords
Full Text:
PDFReferences
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry & Research Design; Choosing Among Five Approaches (4th ed.). SAGE Publications, Inc.
Deny, S. (2025, February 13). Akses Internet Bikin Industri Online Travel Agent Tumbuh Pesat.
Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107–115. https://doi.org/10.1111/j.1365-2648.2007.04569.x
Evans, C. L. (2017). UX Writing: How Voice and Tone Can Transform the User Experience.
Hassenzahl, M., & Tractinsky, N. (2006). User experience - A research agenda. Behaviour and Information Technology, 25(2), 91–97. https://doi.org/10.1080/01449290500330331
Islami, R., Hilabi, S. S., & Hananto, A. (2023). Analisis User Experience Aplikasi Traveloka dan Tiket.Com Menggunakan Metode User Experience Quesionnaire. Remik, 7(1), 497–505. https://doi.org/10.33395/remik.v7i1.12106
Krug, S. (2014). Don’t make me think, revisited: a common sense approach to Web usability. In Choice Reviews Online (Vol. 51, Issue 11). New Riders. https://doi.org/10.5860/choice.51-6218
Nielson, J. (1994). Heuristic Evaluation. John Willey & Sons, Inc.
Norman, D. (2013). The design of future things. In Interactions. Basic Books. https://doi.org/10.1145/1340961.1340979
Podmajersky, T. (2019). Strategic Writing for UX. http://www.worldcat.org/oclc/1111209622
Portmann, L. (2022). Crafting an audience: UX writing, user stylization, and the symbolic violence of little texts. Discourse, Context and Media, 48(January), 100622. https://doi.org/10.1016/j.dcm.2022.100622
Prasetya, T. (2017, July 29). OTA competition is getting tighter, Traveloka and Tiket.com are aggressively preparing strategies. Kontan.Co.Id. https://industri.kontan.co.id/news/persaingan-bisnis-tiket-online-makin-ketat
Tham, J. C. K., Howard, T., & Verhulsdonck, G. (2024). UX Writing, Designing User-Centered Content (1st ed.). Routledge.
Yifrah, K. (2017). Microcopy, The Complete Guide. Nemala Microcopy Studio.
Yin, R. K. (2018). Case study research and applications: Design and methods. In Journal of Hospitality & Tourism Research (Vol. 53, Issue 5). https://doi.org/10.1177/109634809702100108
DOI: https://doi.org/10.17509/e.v24i3.90170
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 EDUTECH
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.