Ctrip

Going Global

Year

2025

CLIENT

CTRIP

SERVICES

UX DESIGN, USER RESEARCH, SERVICE DESIGN

Ctrip, China's top online travel agency want to expand in Europe. As the lead designer responsible for international user growth, I collaborated closely with PMs, engineers and marketing to optimise the mobile hotel booking experience, balancing Chinese cultural design nuances with Western consumer needs.

携程是国内头部在线旅游平台，当时计划拓展欧洲市场。作为负责海外用户增长的Lead Designer，我和产品、技术、市场团队紧密配合，优化酒店移动端预订体验，兼顾中式设计特色与西方用户的使用习惯。

Data

EU Conversion Rates are Down. EU markets (Germany, Spain, France, Italy) have shown significantly low hotel booking conversion rates on the Trip.com app.

数据

欧洲转化率下滑。在Trip.com海外App上，德国、西班牙、法国、意大利等欧盟市场的酒店预订转化率持续走低。

User Research

Chinese and Western users shop differently. I interviewed European first-time users and found most don’t regard Trip.com as a trustworthy hotel booking platform.

用户访谈

中西用户购物习惯存在差异。我访谈了欧洲新用户，发现多数人觉得携程订酒店不太靠谱

Insight

By analyzing drop-off rates over time, we found new European users lose trust in Trip.com quickly and abandon the platform. This reminded me of the Chinese proverb “Constant dripping water wears down the stone” — while each individual pain point feels small, their cumulative effect erodes trust and drives users away. I used this analogy to communicate the risk clearly across product, engineering, and business teams.

洞察

通过分析用户流失率，我们发现欧洲新用户会很快对Trip.com失去信任并离开平台。这让我想到了那句老话 ——“水滴石穿”：每个看似不起眼的小问题，积累起来就会慢慢消耗用户的信任，最终把人赶走。我用这个比喻，让产品、技术和业务团队都能直观理解问题的严重性。

User Pain Points

Analysing the user journey, I identified the key pain points: Too many ads, loud colours, awkward language, irrelevant or too much information was causing new international users to abandon.

用户痛点

梳理用户流程后，我找出了主要痛点：广告泛滥、配色浮夸、表达生硬，加上信息冗余且内容不符需求，不少海外新用户因此选择退出。

Journey Map

I mapped the end to end hotel-booking user journey — from the initial trip consideration, through hotel comparison, all the way to payment. I also analyzed key data points: bounce rate, CTR, browsing duration, and support contact frequency. Both design and data were essential to understand the end-to-end experience and pinpoint pain points. Without combining these perspectives, we couldn’t have identified the true root cause of our conversion issues.

View Journey Map Here→

用户旅程图

我梳理了酒店预订的全流程用户路径：从萌生出行想法、对比酒店，直至完成支付。同时分析了多项核心数据：跳出率、点击率、页面停留时长以及用户咨询客服的频次。结合设计视角与数据研判，才能完整把握用户体验、精准定位痛点。若缺少任一维度，我们都无法找到转化率问题的真正根源。

Less is more.

The first quick win was to simplify. Simplifying the pop up UI design increased button conversion rate +12% amongst UK users.

简约至上

第一个见效的优化就是精简。优化面向UK用户的弹窗UI 后，按钮转化率提升了12%。

Be Transparent

Next, I focused on quick wins on the hotel list page. We removed hidden pricing and prioritised clear information.

信息透明

接下来，酒店列表页又做了一处立竿见影的优化，移除了隐藏收费，让内容清晰易懂。

Reduce Choice

Localised copy and cleaner design lifted new user registration CTR by 17% for UK users.

简化选项

依托本地化文案与优化视觉设计，面向UK用户的新用户注册按钮点击率提升 17%。

Design Strategy

But, quick wins aren’t enough for long-term international user growth. The original hotel detail page was cluttered. We needed to step back and ask the right questions: What do users need most when booking a hotel in that moment? I split the page into individual sections and components, created sketches and wireframes, designed iterative UI flows, and built out a user growth strategy for the business.