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.
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
↴
Analysing the drop off rate over time, it became clear that new European users would lose trust in Trip very quickly and abandon the site. It reminds me of the Chinese saying, Dripping water wears down the stone' because although each pain point is small like a rain drop, over time it wears down the user trust and causes them to leave. I used this analogy to convey the problem across PMs, development and business
信任度下滑导致转化率偏低。
↴
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 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。
User Journey Map
↴
I mapped out the user journey of booking a hotel from first consideing a trip through to comparing hotels, payment. I also analysed data - bounce rate, ctr, how much time people were browsing, how often contacted support.Both design and data was essential to understand complete journey from end to end and where the user pain points. Otherwise, we would not be able to solve the real root of our conversion problem
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。
.
Less is more.
↴
Simplifying the UI design increased conversion rate +23%
信任度下滑导致转化率偏低。
↴
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。
Be Transparent
↴
Removed hidden pricing and prioritised clear information.
信任度下滑导致转化率偏低。
↴
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。
Reduce Choice
↴
Increased new user accounts +12% with localised content writing and visual design
信任度下滑导致转化率偏低。
↴
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。
Iteration
↴
But quick wins arent enough for long term user growth. Since the page is very crowded, we needed to step back and ask ourselves the right questions: what are the core user needs when booking a hotel? I used to build sketches, wireframes and UI designs for each component on the hotel detail page
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。
Personal
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What if it was all about you?
欧洲转化率下滑
↴
如果⼀切都是为了你呢?
Fun
↴
What if the fun started before the trip?
好玩
↴
如果乐趣在旅⾏前就开始了呢?
Delivery
↴
But quick wins arent enough for long term user growth. Since the page is very crowded, we needed to step back and ask ourselves the right questions: what are the core user needs when booking a hotel? I used to build sketches, wireframes and UI designs for each component on the hotel detail page
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。
That's a wrap
Thanks for reading