An Industry Breakthrough
At the end of the project, the landing pages were launched and trialed for a short one month period, with redesigned elements and reworked user flows boosting page retention rate by approximately 18%. Following this project, Tripadvisor’s landing page interface continues to implement icons, bold text, and a grid system.
Tripadvisor: A Fresh New Face on the Market
Project Type
Industry, Marketing Research, Brand Refresh, Web Design
Project Duration
10 weeks
Role
Principal Designer & Market Researcher
Post-COVID, Tripadvisor has struggled to gain traction in the Australian market with younger travelers to destinations like Singapore. The shift in travel behaviors, with younger demographics favoring social media-driven recommendations and peer reviews over traditional platforms, has contributed to this challenge.
The Brief
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
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.
Grid Systems
To declutter the current interface, a dedicated grid system was applied to the landing pages to present 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.
Brand Refresh
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.