A new home for travel solutions

In 2022 Tripadvisor wanted to consolidate its dispersed business offerings into a cohesive Business Partner space.

Objective
Transform the Tripadvisor for Business sector from a passive, product-led experience to a dynamic user-led consulting hub where partners can easily find and leverage Tripadvisor's wealth of experience.

My Role
Conceived and created a novel UI system with prioritized web accessibility guidelines and led our design team through the creation of the UX experience. To further drive engagement, I spearheaded a UX audit and redesign of their existing email campaign raising open and click-through rates.

What if we created an experience that could be what people seek out?

➯ Strategy

The Challenge
Tripadvisor was looking to drive the conversion of freemium partners into paid partner subscriptions of their travel audience data and content solutions. The brand had over 9 different business product solutions to support hotels, restaurants, retailers, and advertisers across different websites, all with disparate brand guidelines and UX parameters —making it difficult for partners to self-assess which products were best suited for their needs.

Our Insights
Tripadvisor’s business audience segments are quite different. On the hotels, restaurants, and retailers' side, partners are looking to grow visibility and positive sentiment for their properties. On the advertisers' side, they are looking to generate innovative content with unique audience insights.

However, both are unaware of Tripadvisor’s offering to help businesses grow by leveraging audience travel experience data.

Moreover, the existing partner journey lacked personalization, clarity of benefits, costs, and incentives to justify subscribing to paid premium solutions.

We developed a compelling new design, user-friendly UX/UI, and impactful messaging to create a fresh business website that allows users to define their objectives with a live intake form that in turn helps Tripadvisor learn about partners’ motives to prioritize and curate content to better suit their needs.

➯ Creative Direction

Previously a passive product-led experience, we developed a new user journey through the experience by creating a sitemap that would act as our guide — ultimately transforming the experience into a dynamic user-led consulting hub, where partners can easily find and leverage Tripadvisor’s wealth of experience.

Accessibility Compliance

Making the Tripadvisor for Business site a personalized and customizable experience was a core objective. In order to accomplish this, we needed to create an inclusive and accessible environment. By incorporating a Dark and Light mode easily found in the navigation, as well as consistently testing iterations for contrast compliance, we were able to ensure this new experience was accessible for everyone.
Reestablishing Credibility

One of the main pain points during the discovery phase for this project was lack of awareness. Many members of the target audience were unaware of the vast array of offerings that Tripadvisor for Business provides. By reestablishing its credibility, and showcasing the unique selling points on the new experience, Tripadvisor for Business can promote why businesses should engage with them.
Lead Generation

Increasing awareness starts with grabbing your audience’s attention. Lead generation was a huge component of this new experience. Rather than flooding inboxes with Junk Mail and unnecessary marketing emails, the customizable experience uses the custom filtering performed by the user to automate only industry and/or goal related marketing materials to be sent to users.
Custom Content From The Jump

Starting with the homepage, content and solutions are filtered based on the needs of the individual user. Once one or more selections are made in the dropdown fields, the experience automates to only show relevant resources. Throughout the experience, there are more filtering systems to help the user craft an even more custom experience — making it quick and easy to find what they need.

Marketing email audit and redesign

Working closely with the Senior Copywriter and Strategists, we performed an audit and UX redesign exercise on Tripadvisor for Business’ marketing email campaign. We redesigned a robust email campaign that aligned with the new design system for the website promoting Tripadvisor's key offerings and solutions. Through this exercise, we were successful at raising both open and click-through rates.