Between 2017 and 2020, Tripadvisor experienced difficulties in attracting new generations of travelers who share similar travel intentions. Furthermore, the generation of user-generated content (UGC) declined by approximately 24%, specifically in 2019.
Conceptual Product @ Tripadvisor
The current user flow for uploading travel photos is suboptimal, as it lacks a delightful user experience and requires more clicks than necessary to successfully upload an image.
Conceptual Product @ Tripadvisor
To increase revenue and engage with a younger demographic of travelers, Tripadvisor sought to attract and monetize them through connecting like-minded travelers in a modern experience while also boosting user-generated content (UGC) generation. To address this, I proposed "TripStories," a new feature prominently displayed on the app's homescreen, inviting users to generate content in a user-friendly and accessible manner.
Conceptual Product @ Tripadvisor
The TripStories experience enables users to capture high-quality photos and videos of scenic locations, as well as selfies, at any point during their travels or in their busy lives.
Conceptual Product @ Tripadvisor
To increase the interest of younger generations in content generation, it is crucial to infuse a sense of enjoyment into the experience. This can be achieved by implementing innovative features such as "TripPhotoFilters" in a style similar to Snapchat or TikTok. These filters can be further monetized by allowing advertisers to purchase or sponsor Geo filters, thereby generating revenue for the business. Additionally, this approach facilitates direct interaction between Tripadvisor and its advertisers with the platform's users.
Conceptual Product @ Tripadvisor
The platform offers the following features: sticker customization to personalize content, direct Tripadvisor review posting option, geo-tagging for media tagging, and a downloadable creation feature. The ability to download content provides added value for brands as it showcases users' intent to share elsewhere. Additionally, the call to action aligns with Tripadvisor's values.
Conceptual Product @ Tripadvisor
The homepage of TripStories would feature a section that enables travelers to browse content shared by other like-minded travelers and follow their profiles. This section would serve as a platform for users to share their genuine travel experiences through compelling storytelling. The app would provide a highly visible space for this section, allowing users to easily access and engage with the content. In addition, the story viewer would have a designated space for sponsors to showcase their brand experiences through ads, further expanding their reach to a wider audience within the app. This approach would provide sponsors with highly visible digital real estate to share their stories and create more engagement with their brand.
Conceptual Product @ Tripadvisor
Users have the ability to view stories from their friends and followed profiles. They can also share and save content in their trips for future travel inspiration and assistance. Advertiser stories function in a similar manner, but with highly targeted content for the user’s audience.
Regarding the business model research, this model has proven successful for Facebook Companies and SnapChat. It effectively attracts high-paying brands, ensures high-performing placements, and engages younger generations of users.
1. Facebook annual report 2018 … instagram (1 billion monthly users) … Messenger (1.2 Billion monthly users)
2. Snap annual report 2018 … SnapChat (301 Million Monthly users)
