ADAM MARGOLIS DESIGN

From 2017 through 2020, Tripadvisor had been struggling with attracting new generations of travelers with like-minded travel intentions.

In addition, UGC content generation had been declining by ~24%, just counting the decline in 2019.

Here is the current user flow for uploading travel photos. The experience is a bit clunky, not particularly delightful and requires more clicks that are necessary to upload an image.

So, what specifically needs to be solved?

Tripadvisor needed to attract and monetize younger generations of travelers, connect like-minded travel in a more modern experience and increase UGC content generation.

Introducing “TripStories”

The proposed solution:

On the homescreen of the app, the content generation call to action is prominently displayed in an easily accessible placement.

The TripStories experience allows users to capture scenic photos/ videos and or selfies while in the midst of traveling or any other time in their busy lives.

One important step in getting younger generations excited about content generation is adding delight into the experience. In this case I have included “TripPhotoFilters” in a snapchat-esk/tiktok-esk kind of way.

Within the experience, Geo filters can be purchased/sponsored by advertisers creating a revenue source for the business and allows Tripadvisor and its advertisers to directly interact with the users.

Would include stickers to personalize your content as well as an option to post a Tripadvisor review directly into the content. Geo tagging would also be enabled for tagging media. Also, a nice takeaway feature is that the creations are downloadable. Leave behind content, as a download, can be valuable to any brand as it showcases the user's intent to share elsewhere.

In addition to acting as a leave behind, the call to action speaks directly to Tripadvisor’s values.

Embedded within the homepage would be a section that allows travelers to explore content from like-minded travelers and follow profiles in their network.

TripStories would enable compelling narratives and genuine storytelling of current or past experiences in a highly visible section within the app.

Also, within the story viewer, there would be a space devoted to sponsors who could insert ads to tell their stories and brand experiences within highly visible digital real estate.

Users may view stories from their friends and followed profiles, as well as share, and save content into their trips for future travel inspiration and assistance.

Advertiser stories would function in a similar manner and would be highly targeted to the user’s audience.

Business Model Research:

This is a business model that works well From where we see Facebook Companies and SnapChat headed. In terms of attracting the right kind of high paying brands in advertisements, high performing placements and engaging 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)