Tripadvisor Singapore
Tripadvisor Landing Page Revamp
2023
Project Type
Industry, Marketing Research, Brand Refresh, Web Design
Project Duration
10 weeks
Role
Principal Designer & Market Researcher
This project was a prestigious intensive course between UNSW and Tripadvisor Singapore that required redesigning the Singapore Attractions and Hotels landing page contents and copy to reflect Australian travel industry trends emerging post-COVID. To supplement this project, a competitor analysis, and SEO and affiliate marketing data was also collected. The project’s tenure was 3 months, located both in Sydney and in Singapore, and was an intensive short-term project consisting of daily stakeholder presentations and client feedback sessions.
Within this project, I collaborated in a multidisciplinary team of 5 and held the position of principal designer and UX researcher. In this role, my primary responsibilities were market and user research and web design.
Research & Development
Competitor analyses were conducted on Klook and Booking.com to find that incorporating more visual affordances with better hierarchy and interface clarity would improve page retention times and conversion rates. This research was the foundation upon which all prototypes were built.
SEM Marketing research was conducted by analysing trends on Google Trends for searches such as "Singapore Hotels" and "Things to do in Singapore".
Low-Mid Fidelity Prototypes
Tripadvisor's landing page redesign was built upon a foundational grid system to declutter the interface.
Doing so presented clearer text and images where there was once an overload of information on old landing pages, reflecting a design paradigm shift towards more minimalistic design conventions.
Final Brand Refresh and
High-fidelity Prototype
With Tripadvisor's goal to appeal to younger travellers in mind, my team refreshed its brand identity by incorporating bold accent colours, thicker text, and microinteractions such as hover states to improve the user experience of both the Attractions and Hotel landing pages.
An emerging need for greater accessibility also prompted a transition from a text-based user interface to more universal iconography to cater to learning disabilities and visual impairments. Furthermore, extra categories were also added to the interface to reflect the growing needs of Gen Z travellers, such as the “Night Life” and “Pet-Friendly” categories.