Tripadvisor Plus
Background
Tripadvisor launched Plus in 2021 as a $99/year membership program to compete with loyalty and subscription services. It promised savings on hotels and experiences but lacked differentiation. Adoption was weak: only 0.24% of travelers subscribed, well below the 1.5–3% needed. Internally, Plus iterations were treated as experiments, often pivoting without building on prior work, leaving teams unclear on the long-term vision.
Problem
Our Singapore pod acted as an independent design and strategy team. We began with a Service Audit, mapping existing user journeys using the Jobs-to-Be-Done framework. We then facilitated multi-timezone stakeholder workshops, bringing product, engineering, and marketing together. Using Service Blueprinting (via Nielsen Norman Group’s model), we mapped evidences, frontstage actions, backstage processes, and support systems to expose gaps and opportunities.
Approach
The biggest obstacle was organizational. Core US teams focused on rapid MVPs, while Plus lacked a strong north star. Without an agreed vision, efforts scattered into disconnected features. Convincing global stakeholders of the need for a blueprint required building credibility, preparing materials across time zones, and running late-night sessions to achieve alignment.
Challenges
The biggest obstacle was organizational. Core US teams focused on rapid MVPs, while Plus lacked a strong north star. Without an agreed vision, efforts scattered into disconnected features. Convincing global stakeholders of the need for a blueprint required building credibility, preparing materials across time zones, and running late-night sessions to achieve alignment.
Solution
We redesigned geo pages with a structure that began with essentials and highlights, then expanded into categories of activities. This created a narrative flow that acknowledged traveler mindsets before nudging toward booking. Copy and content design were updated to emphasize guidance rather than hard selling. We revamped our geo pages to create a more intuitive and user-centric experience. The new structure prioritizes essential information and key highlights, gradually expanding into different categories of activities. This approach fosters a natural narrative flow, addressing traveler considerations before gently guiding them toward booking options. We also refined the copy and content design to focus on providing helpful guidance and inspiration rather than employing overt sales tactics. To make sure that we design something in a feasible way, we define phases of design updates from MVP to northstar design.
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.
