CLIENT
Tripadvisor | 2022
Tripadvisor
ROLES
Copy | Content
User Experience Design
A/B Testing
In 2022, Tripadvisor wanted to consolidate its business offerings into a cohesive business partner space.
Our objective: Transform the Tripadvisor for Business sector from a passive, product-led experience scattered across multiple sites, into to a dynamic user-led consulting hub where partners can easily access Tripadvisor's wealth of experience and see the value of subscribing to their business solutions.
A NEW HOME FOR TRAVEL SOLUTIONS
A WORLD OF EXPERIENCE
TO HELP YOUR BUSINESS THRIVE
My part of this project began by crafting a Tripadvisor for Business manifesto and a value prop.
The value prop: (A world of experience to help your business thrive) was so well received, it became
the main headline for the landing page and the inspiration for the UX experience.
From there, I collaborated with the creative team to develop a compelling new design, user-friendly UX/UI, and impactful messaging resulting in a fresh business website that enabled users to define their objectives from the start and allowed Tripadvisor to curate content to better suit their needs.
HOW IT WORKS
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.
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.
Custom Content
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.
