Rewarding Loyal Travellers

The Service Blueprint was the outcome of a collaborative workshop between Tripadvisor's Product Innovation team and the Membership & Loyalty (M&L) team. Created in Figma for easy sharing and internal socialization, the blueprint mapped 14 segments of the traveler journey, breaking observations into Service Evidence, Frontstage, Backstage, and Support Processes to provide a comprehensive view of each touchpoint. Special moments were highlighted with icons, and flow chart arrows connected steps to ensure a seamless understanding of the journey. This detailed visual map enabled the M&L and Product Innovation teams to identify key opportunities to experiment and propose new features for loyal members.

The Product Innovation and M&L teams came together for a Service Rehearsal workshop to thoroughly review the Service Blueprint. They collaboratively analyzed each mapped step, using virtual post-it notes in Figma to capture observations and ideas. Throughout the session, participants engaged in detailed discussions about every phase of the traveler journey, identifying potential improvements and opportunities. The workshop concluded with a prioritized list of focus areas to guide the upcoming design sprints.

Building on insights from the Service Rehearsal, the Product Innovation team quickly developed pretotypes—mockups and interactions created using Tripadvisor's existing design system. Mobile was prioritized as the core experience would occur within the app, with supporting pages connecting web users to the mobile platform. A concept for a new Loyalty Dashboard was introduced, showcasing a member's current tier, actions required to advance, rewards, and special offers to enhance engagement. Special moments, such as tier unlocks and reward redemption, were designed to delight users and foster deeper loyalty.