I did a coop internship at TripAdvisor for about seven months. During that time, I joined various projects and contributed to different design solutions, met a bunch of amazing people, and learned more than I could've ever imagined. I picked the “save” feature improvement project because I feel it involves a whole cycle of user research, design iteration, and launching in production.
Native App (iOS & Android)
Developer: Scrum Team of 15
Content: Office Hour
QUANTITIVE FINDING 1.
Save is the core activity for TripAdvisor. But the saving rate is low, compared with other types of user activities.
Users of TripAdvisor can tap the Save button to save their interesting tourist sites, hotels, or restaurants to a trip itinerary. Save is the core activity for TripAdvisor. The research study showed that the increase in saves is positively correlated with user engagement and stickiness.
However, we found that users didn’t use the save button very frequently due to various reasons.
* Specific metrics have been blurred for NDA issues
Why the low adoption rate of the save feature is a problem?
QUANTITIVE FINDING 2.
“Save” is the “entrance” to trip itinerary feature, low adoption of “Save” caused low adoption of trip itinerary features.
It’s a problem not only because save is the core action of TripAdvisor but also because save is the “entrance” to other major features such as trip itinerary. Users need to save their interested items to create a trip itinerary.
In other words, the low adoption rate of the save feature will decrease the adoption and engagement rate of other features.
How might we intrigue users to adopt the Save feature?
Increase conversion rate
From Business to Design
People don't use the Save feature
Users are willing to adapt the Save feature
Why people don't use the Save feature? 🤔
INITIAL SOLUTION 1
Redesign Save and Trip CTAs to fit users' mental models. Move Save CTA to a new position to make the design more intuitive.
INITIAL SOLUTION 2
Delighting users with micro-interactions brings awareness to a specific action or feature around Save.
To bring awareness to a certain action or feature around Save.
Post onboarding, during the first few experiences of the product.
When the user visits the product and a POI for the first time.
Help users intuitively understand saved items can be found in trips later
After tapping the save button, an animation will appear showing the heart icon of the POI item moving from the “save” button to the “Trips” navigation menu
When tapping the save button.
INITIAL SOLUTION 3
Provide educational information to show Save's value at the right moment.
Education during initial onboarding
To introduce core features and benefits of the product to the user during early usage.
During initial onboarding. Can be used post-onboarding if content is not gated.
First app open. If content is gated, this could be triggered by any core action that requires membership.
Sucess in metrics 🤩
We conducted multiple A/B tests and follow-up user interviews on those design improvements around the save feature. And we saw some great business metric improvements.
The number of Saves significantly increased, along with some increase in trip planning rate.
We also got evidence of UX success in user feedback,
people are actively engaged in saving
mobile users are excited about the animation.
* Overall, saves are up 750k YoY, inclusive of product improvements and consumer activation campaigns
My biggest learnings 👩🏻💻
Always validate assumptions with users/user data.
Maximize the collaboration with all counterparts early and often
Innovative solutions from more than a single realm.
Ok, but how did I actually get there?