With TripAdvisor doubling its product offerings for hotel owners, and looking at plans for further expansion in the future, it's important to have a product checkout experience that can respond to rapid growth and change. We need to be smart about what we show to customers, look at their points of entry, and create a simple, templatized solution that makes it easy for product managers to plug and play new products as they arise.
Our current purchase experience has been left untouched for years. Sporting an older style guide, unresponsive pages, and the inability to pick and choose between a variety of products makes it a poor user experience for everyone involved.
Redesigning, and rethinking, our Unified Purchase Path is one way to help the business handle rapid growth while also fixing those pain points that hotel owners struggle with when looking to enhance their business listings on Tripadvisor.com.
To accomplish adding new product SKUs to the UPP and to enable the UPP to easily flex, each product will receive its own templated module that can easily plug and play specific UI treatments.
Phase 1 is all about getting the UPP ready for new products. It reduces the number of steps to purchase in order to reach higher conversation rates. Phase 2 will focus on truly enhancing the full user experience.
With such a complicated and stakeholder-heavy redesign, it was important to really get into the weeds of why and how we were going to tackle a brand new purchase experiment. With two brand new products launching, with very different requirements, we needed to make sure we could build something to handle those needs while continuing to support older products that have been established in a purchase experience for years.
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