Tripadvisor's community content was valuable, but its role in the product was unclear. I ran concept-grounded interviews to answer a strategic question: what does it mean for a travel platform to feel community-powered, and is it worth investing in across verticals? The research earned VP-level buy-in to pursue the initiative across Experiences, Hotels, and Restaurants.
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Tripadvisor was losing Southern European travellers to competitors. No one had a shared view of where or why. I ran 300 unmoderated usability tests across France, Italy, and Spain to benchmark Tripadvisor against GetYourGuide and Booking.com, giving three product teams the shared foundation they needed to prioritise and ship targeted fixes.
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Claiming and verifying a listing is the entry point to managing a business presence on Tripadvisor. Many partners found the process confusing and frustrating. I ran moderated usability tests with business owners across eight countries to validate a redesigned flow, then worked directly with Design and Product through implementation to refine the final experience. Post-launch, verification rates rose from 61% to 69%.
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