Tripadvisor Plus

Finding more good out there

Service & Product Design

Project Details

  • Client

    Tripadvisor

  • Team

    Plus & Product Innovation

  • Date

    2021 – 2022

Subscription service for the world's largest travel platform

Product Innovation director responsible for internal research and design of multiple platform surfaces for Tripadvisor's new subscription service that unlocks special rates on hotels and activities. Facing pandemic challenges, five functional teams were united using virtual co-design methods to create a comprehensive Service Blueprint which was successful in aligning stakeholders to customer needs and identifying KPIs. Ad hoc innovation workshops drove post-launch acquisition efforts with marketing content and social media engagement. Now in its fourth phase, Plus has pivoted to focus on curated hotels and travel perks made possible through a personalized Members area. Revenue for Plus is estimated at $1B annually.

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Case Study: Tripadvisor Plus

Download an in-depth case study PDF that includes process work, example artifacts, concept sketches, and stakeholder collaboration.

View Case Study PDF (12MB)

Plus Mobile Screens

Background

Tripadvisor Plus is a curated subscription travel service for the world’s largest travel platform. It offers subscribers special deals on hotels and things to do, with exclusive travel perks, partner benefits and timely advice to enhance travelers’ experience.

Tripadvisor Plus was launched quickly to get ahead of competition and test out a new revenue model. This led to gaps in the value proposition and service model that needed immediate addressing.

The Singapore Product Innovation team came in to strengthen the product and fine-tune its value proposition by discovering and focusing on user needs.

My team was involved in internal research, educating travelers about the program, improving acquisition, and exploring how Tripadvisor Plus looked and felt across various product surfaces.

Service investigation
Co-design Ideation

Service investigation session and co-design Ideation workshop based on interviews with 15 stakeholders

Plus Blueprint One
Plus Blueprint Two

Blueprint planning and production with example stage showing layers and touchpoints

Plus Launch Material - Set One
Plus Launch Material - Set Two
Plus Launch Material - Set Three

Launch material to promote quiz, channel content, and landing pages

Learnings

The initial Plus design improvements revealed that the shopping experience was overwhelming for travelers, making it difficult for them to find and book Plus offers or fully understand the value of the subscription. This confusion contributed to a significant 12% revenue loss due to the cannibalization of hotel revenue by Plus and meta offers. To address these issues and enhance both user experience and business outcomes, Tripadvisor recognized the need for a fundamental shift in the Plus shopping experience.

A new approach, focusing on a Membership Area, was initiated based on insights from the Blueprint plan. The aim was to create a clearer, more engaging experience where users could easily access Plus benefits and book stays without impacting overall hotel revenue. This pivot also involved testing user reactions through geo- and hotel-curated models, using feedback to shape demand tests and refine the standalone Plus shopping platform.

Plus - Geo Guide Miami Page Outline

Miami was chosen as the first location for the curated Geo Guide concept

Plus - Content and Email

Flexible content modules were implemented for testing, and emails were created to drive traffic to the new Plus product surfaces.

Curated Hotels

The Curated Hotel experience was designed to provide Plus members with access to the best hotels, selected based on feedback from hotel partners. It aims to educate users about Plus benefits and offer exclusive experiences only available to members.

Vegas was selected as the initial location for this concept, with key pages designed and refined based on feedback from hotel partners.

Plus Curated Hotel Example 01
Plus Curated Hotel Example 02

Educating users on the breadth of Plus and showing them how to make the most of their benefits

Wearable

The On-Trip Wearable concept for Tripadvisor integrates Plus benefits into a traveller's daily routine using devices like the Apple Watch. After hotel check-in, Plus members receive their Vacation Funds, which can be accessed and used in real time through the wearable.

By simply scrolling or swiping down, users can view more details about their funds and any exclusive offers available. Members might receive a timely geo-based update about a nearby attraction, such as the zoo, highlighting a special ticketing deal for Plus members.

Plus Apple Watch - Cash Ready

On-trip wearable concept: Plus members receive their Vacation Funds

Plus Apple Watch Funds
Plus Apple Watch Geo Update
Plus App Clip

Vacation Funds event, Geo Update, and Plus App Clip concepts

Case Study: Tripadvisor Plus

Download an in-depth case study PDF that includes process work, example artifacts, concept sketches, and stakeholder collaboration.

View Case Study PDF (12MB)

I’m currently leading the User Experience team at Taoti in Washington, D.C.

As Director of UX Design I'm looking after (and growing) an innovative, lean and effective team that delivers value to our clients. Get in touch with me to discuss speaking engagements and other professional opportunities.

My full work history is available on LinkedIn at btiny.link/linkedin

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