Tripadvisor Plus Lander (2021)
Enjoy savings on your travels.
Overview
Front-end 1:1 upper funnel B2C Subscriber acquisition on Facebook Ads mobile.
Role
(Afiqa + UXD) + UXR + CW (R)
(Afiqa + UXD) + UXR + CW + VD + AD of PD (A)
SEO + AD of PD (C)
VP of Marketing (I)
Duration
Two weeks.
Deliverables
High-fidelity mock-ups optimized for the mobile browser experience.
THE PROBLEM
Tripadvisor Plus is a travel subscription service that adds value to a seasoned traveler’s trip with savings on hotels and travel experiences. It was beta-tested in the US market with low acquisition. So, we generated an upper funnel landing page optimized for Facebook Ads to attract potential Plus subscribers.
THE APPROACH
We re-engaged returning traveler segments, data provided by social media analytics. Facebook Ads get a few seconds of attention before users scroll away. It should stand out and concisely give guidance.
Firstly, we determined the traveler’s mindsets: Explore → Evaluate.
At the ‘Explore’ stage, travelers are introduced to the quiz and will explore generic or specific destinations provided. Next, at the ‘Evaluate’ stage, they will evaluate the benefits with the savings calculator. Finally, we prompt travelers to sign up and receive the custom itinerary via email.
We generated How-Might-We (HMW) problem statements to aid brainstorming to explore general and specific traveler profiles and their behaviors. For instance, targeting food enthusiasts, families with kids, solo travelers, or travelers looking to value-add their trip by upgrading with Plus.
We coordinated with a copywriter to develop the quiz content and accounted for overwhelmed travelers experiencing decision paralysis from too many choices. The goal: give good guidance while holding their attention in a competitive digital environment.
For the quiz’s results, and through my interaction design, I pitched my idea of comparing two vendors on Plus (with Plus logos attached) versus a non-Plus vendor to demonstrate the benefits of subscribing to Plus.
The benefits are discounted pricing on hotels and travel experiences for Plus subscribers. Thus attracting highly engaged customers and traffic for Plus and, in turn, motivating non-Plus vendors to join as Plus vendors and bridging the business goals.
Earlier wireframe depicts randomized quiz results
Wireframe depicts quiz results showing the best deals with two Plus vendors compared against a non-Plus vendor
Mockup depicts quiz results with Plus branding and tabbed options with a CTA button
Finally, we transformed the wireframes into interactive prototypes to demonstrate the user flow. We handed it off to the visual designers to give its visual treatment for a cohesive brand identity before it went to engineering.
THE SOLUTION
Play this clip of the final prototype.
THE IMPACT
My contribution helped my teammates further with the UI exploration and interaction concepts.
Leadership was impressed by my pitch of persuading vendors to join Plus at the midpoint check-in call.
RETROSPECTIVES
My first assignment for the role was exciting! Being on a team of seven was overwhelming, but I could speak up! Ideas don’t have to be perfect at first. The experience was a confidence-builder. Leadership values my pitch, and I could also complement my team.
Another upside was getting visibility! I felt appreciated when leadership recognized my idea. Generally, my work must be respected and credited (it goes both ways) as it motivates me to put my best foot forward. Three seconds of courage, speak up!