When I joined Tripadvisor, the hotel booking flow generated strong revenue but felt fragmented for users. Since hotel booking is the company’s largest and most sensitive revenue stream, previous updates only focused on small, low-risk improvements instead of rethinking the core experience.
In this ambitious and undefined space, I partnered closely with our Design Director to build a North Star vision grounded in user research and competitor insights—one that empowers users to book confidently, aligns with our monetization strategy, and establishes a strong foundation for our long-term roadmap.
With the North Star defined, I led the design execution to bring it to life — a landing page for inspiration, a map split view for easy comparison, and a detail page for confident booking. Through constant iteration and user interviews, we refined the experience into its final rollout — achieving both higher engagement and meaningful business growth.
Alongside the core booking flow redesign, I partnered with stakeholders to launch a suite of intuitive tools that simplify how travelers plan and book their stay. including the heatmap datepicker, conversational filters, commerce modal, and comparison features. This toolkit led to strong business gains: +1% revenue, +0.9% auction click-uniques, and –1.7% SEO bounce.
