Tripadvisor Things to Do
Tripadvisor Things to Do
From hard sell to helpful guide
From hard sell to helpful guide
I led the redesign of Tripadvisor's $170M Experiences business to address high bounce rates and weak discovery. Our team transformed transactional pages into inspirational ones, which increased user engagement and strengthened funnel performance.
I led the redesign of Tripadvisor's $170M Experiences business to address high bounce rates and weak discovery. Our team transformed transactional pages into inspirational ones, which increased user engagement and strengthened funnel performance.
Company: Tripadvisor
Teammates: Alec Wong, Shahina Khanna, Jia En Koh, Emma Ryan
Company: Tripadvisor
Teammates: Alec Wong, Shahina Khanna, Jia En Koh, Emma Ryan
Duration: Q2-Q4 2021
Deliverables: Full-funnel redesigns for web and app, prototypes, UX research, competitive audits
Duration: Q2-Q4 2021
Deliverables: Full-funnel redesigns for web and app, prototypes, UX research, competitive audits
Background
Background
Between 2021 and 2024, Tripadvisor’s "Things to Do" segment accounted for 19% of the company's total revenue, making it a critical pillar of the ecosystem. However, user data revealed a significant gap: while the platform received over 40 million monthly visitors, a mere 13% of that traffic actually converted into bookings. Internal discovery research highlighted that 85% of traffic arrived via SEO, with 43% of users strictly looking to do research and 27% seeking to understand a destination, rather than immediately buying.
Between 2021 and 2024, Tripadvisor’s "Things to Do" segment accounted for 19% of the company's total revenue, making it a critical pillar of the ecosystem. However, user data revealed a significant gap: while the platform received over 40 million monthly visitors, a mere 13% of that traffic actually converted into bookings. Internal discovery research highlighted that 85% of traffic arrived via SEO, with 43% of users strictly looking to do research and 27% seeking to understand a destination, rather than immediately buying.
Problem
Problem
The legacy platform design was actively working against natural traveler behavior. The page was heavily optimized for commerce and immediate bookings, ignoring the "underserved majority" who were still in the early stages of trip planning. Content sequencing lacked a data-driven approach, resulting in extreme visual noise, a diluted content hierarchy, and an aimless navigation flow. Users reported feeling overwhelmed by the density of the hard sell before they even had a sense of the place they were visiting.
The legacy platform design was actively working against natural traveler behavior. The page was heavily optimized for commerce and immediate bookings, ignoring the "underserved majority" who were still in the early stages of trip planning. Content sequencing lacked a data-driven approach, resulting in extreme visual noise, a diluted content hierarchy, and an aimless navigation flow. Users reported feeling overwhelmed by the density of the hard sell before they even had a sense of the place they were visiting.
Our discovery pages skip education on destination almost entirely
Our discovery pages skip education on destination almost entirely
Challenges
Challenges
A major consideration for this project was how to balance between northstar and immediate improvements. We wanted to make sure that we work towards something we can experiment in the short-term while setting up long-term vision.
A major consideration for this project was how to balance between northstar and immediate improvements. We wanted to make sure that we work towards something we can experiment in the short-term while setting up long-term vision.
Design system logistics posed significant hurdles, including missing components that required complex negotiations with central teams to introduce. Additionally, balancing intense business pressure for immediate conversions with users' needs for inspiration and detailed planning created conflicting objectives that demanded careful strategic compromise.
Design system logistics posed significant hurdles, including missing components that required complex negotiations with central teams to introduce. Additionally, balancing intense business pressure for immediate conversions with users' needs for inspiration and detailed planning created conflicting objectives that demanded careful strategic compromise.
Approach
Approach
With a clear upper-funnel focus, defined metrics, and traveler jobs-to-be-done, we audited all funnels, mapped archetypes, and tested global prototypes on UserTesting.com. Our new layouts emphasized highlights, categories, and context before booking, supported by benchmarking against leading travel sites.
With a clear upper-funnel focus, defined metrics, and traveler jobs-to-be-done, we audited all funnels, mapped archetypes, and tested global prototypes on UserTesting.com. Our new layouts emphasized highlights, categories, and context before booking, supported by benchmarking against leading travel sites.
We needed to align on which areas we tackle first, and we aligned on discovery phase (upper funnel)
We needed to align on which areas we tackle first, and we aligned on discovery phase (upper funnel)
Before we dive deep into design, we need to know the user mental model
Before we dive deep into design, we need to know the user mental model
Other than understanding users, we need to align on the specific metrics for success
Other than understanding users, we need to align on the specific metrics for success
We did competitive review. We found out that competitors have mixed ways to lead their users in the discovery stage.
Airbnb does it in a subtle, educational way. This can be seen in their Animals tourism page that educates what it is about animal tourism that is important, before even leading users into buying.
GetYourGuide does have context-setting page before they lead users into the bookable items page.
CTrip (from China) has more aggressive selling tactics.
We did competitive review. We found out that competitors have mixed ways to lead their users in the discovery stage.
Airbnb does it in a subtle, educational way. This can be seen in their Animals tourism page that educates what it is about animal tourism that is important, before even leading users into buying.
GetYourGuide does have context-setting page before they lead users into the bookable items page.
CTrip (from China) has more aggressive selling tactics.
This was followed by rigorous concept testing, where various product ideas were evaluated for their appeal and feasibility.
We defined page structure, and tested that in front of users over a period of 3-4 weeks. We iterated based on feedback through rapid prototyping.
This was followed by rigorous concept testing, where various product ideas were evaluated for their appeal and feasibility.
We defined page structure, and tested that in front of users over a period of 3-4 weeks. We iterated based on feedback through rapid prototyping.
From initial assumption to validation with users
From initial assumption to validation with users
Prototype example that we tested to users
Prototype example that we tested to users
Solution
Solution
Geo pages were redesigned from MVP to north star to prioritize essentials, highlights, and activity categories, fostering a natural narrative flow before booking. Copy and content design were also updated to emphasize helpful guidance over hard selling.
Geo pages were redesigned from MVP to north star to prioritize essentials, highlights, and activity categories, fostering a natural narrative flow before booking. Copy and content design were also updated to emphasize helpful guidance over hard selling.
Immediate improvements
Immediate improvements
We worked with engineering and product to launch an immediate improvement, mainly with a hero area that gives a full context of the geo, linking it into different points of interest.
We worked with engineering and product to launch an immediate improvement, mainly with a hero area that gives a full context of the geo, linking it into different points of interest.
The immediate design includes major improvement on the header area, and redesigned bookable sections
The immediate design includes major improvement on the header area, and redesigned bookable sections
We also worked with the Native Mobile team to introduce the same architecture and flow
We also worked with the Native Mobile team to introduce the same architecture and flow
Northstar design
Northstar design
The northstar design serves as a guiding version that we want to achieve in the long-term.
The northstar design serves as a guiding version that we want to achieve in the long-term.
We used staged approach to reach the northstar, and implemented the following on the same year.
We used staged approach to reach the northstar, and implemented the following on the same year.
Balancing current, immediate and long-term vision
Balancing current, immediate and long-term vision
Outcomes
Outcomes
The redesign lowered bounce rates, increased time on page, and clarified booking pathways. Beyond metrics, the project shifted internal understanding: upper funnel design was recognized as critical, not optional. The work influenced Tripadvisor’s broader approach to inspirational discovery across multiple verticals.
The redesign lowered bounce rates, increased time on page, and clarified booking pathways. Beyond metrics, the project shifted internal understanding: upper funnel design was recognized as critical, not optional. The work influenced Tripadvisor’s broader approach to inspirational discovery across multiple verticals.
We're also proud that this work has led the team to be permanently assigned to Experiences/Things To Do business unit from 2022 onwards, and we had the opportunity to improve mid- and lower funnel items as well.
We're also proud that this work has led the team to be permanently assigned to Experiences/Things To Do business unit from 2022 onwards, and we had the opportunity to improve mid- and lower funnel items as well.
