TripAdvisor
tripadvisor for business (UX/UI)
the challenge
In 2022 Tripadvisor wanted to consolidate its business offerings across different partner segments and its product services into a cohesive Business Partner space to drive subscription and adoption of their audience data and content studio solutions.
Tripadvisor needed to drive the conversion of freemium partners into paid partner subscriptions of their travel audience data and content solutions. The brand had over 9 different URLs for different business product solutions to support hotels, restaurants, retailers, and advertisers across different websites, all with disparate brand guidelines and UX parameters —making it difficult for partners to find and self-assess which products were best suited for their needs.
insight
Tripadvisor’s business audience segments are quite different. On the hotels, restaurants, and retailers’ side, partners are looking to grow visibility and positive sentiment for their properties. On the advertisers’ side, they are looking to generate innovative content with unique audience insights.
However, both are unaware of Tripadvisor’s offering to help businesses grow by leveraging audience travel experience data.
Moreover, the existing partner journey lacks personalization, clarity of benefits, costs, and incentives to justify subscribing to paid premium solutions.
Make it easy for business partners to learn about Tripadvisor’s unique business solutions by
1. Articulating a clear value proposition to re-introduce Tripadvisor for Business with a compelling invitation to explore “A world of experience to help your business thrive.”
2. Transforming the brand experience from a passive product-led journey to a dynamic user-led consulting hub, where partners can easily find and leverage Tripadvisor’s wealth of experience.
The ensuing, more personalized, retargeting efforts, including emails and support content, made it easier for partners to quickly see the value of subscribing to Tripadvisor’s business solutions.
approach
a world of experience
to help your business thrive
We developed a compelling new design, user-friendly UX/UI, and impactful messaging to create a fresh business website that allows users to define their objectives with a live intake form that in turn helps Tripadvisor learn about partners’ motives to prioritize and curate content to better suit their needs.
