Redesigning the logged-out home to turn visitors into travelers
CLIENT
Tripwell
YEAR
2024
OVERVIEW
Tripwell — Logged-out home redesign · Product Designer · Conversion squad
Tags
UX Design, A/B Testing, Personalization, Web
Most visitors landed on the logged-out home from ads and search, looked around for a few seconds and left. The page tried to say everything at once: deals, destinations, loyalty and app downloads, with five calls to action above the fold.
Sign-ups were the main goal for the business, but signing up was the least visible action on the page. The goal was to make the home explain Tripwell in one look and lead people to create an account.
The challenge
The hardest part was choosing what to remove. Every block on the home belonged to a team with its own targets, so cutting content meant agreeing with marketing, partnerships and loyalty on what mattered most for a first visit.
I proposed one clear promise and one main action at the top, and moved the rest further down the page, where scroll data showed people were still reading. Every change had to prove itself in a test before it stayed.
My role
I led design for the conversion squad. I planned the research with the product manager, wrote the test hypotheses, designed the variants and prepared the handoff for engineering. I also presented the results to leadership and documented what we learned for the other squads.
Session recordings and scroll maps of the old home, a funnel analysis with the data team, and twelve short interviews with people who had visited but never signed up. Most of them could not tell what made Tripwell different from the booking sites they already used.
We tested in small steps instead of one big launch. First a new headline and a single call to action, then a block that showed destinations based on the visitor's city, then a lighter sign-up form.
Each step ran as an A/B test for two weeks. We kept what moved sign-ups, dropped what did not, and shared the results with the whole product team every Friday.
The new home opens with one promise and one action, followed by destinations picked for the visitor's city. Deals and loyalty moved into clear sections further down. The sign-up form went from six fields to two, and the rest is asked after the first booking.
The numbers below come from the first month after launch, measured with an A/B test against the old home. My role: lead designer of the conversion squad, from research and test hypotheses to the final variants and the handoff to engineering.
+4%
Growth in sign-ups in the first month
-18%
Bounce rate on the logged-out home
2x
Clicks on destinations picked for the visitor's city