© PY 2019. 


Trip Tribe is an online platform that helps curate trips both domestically in the US, and internationally. This is done by leveraging tribe leaders who are often Yoga instructors, and other similar health and wellness leaders. Travelers are grouped by similarities in activity interests, age, marital status, etc. Our task was to evaluate the value of the existing website, find ways for Trip Tribe to cultivate deeper trust, and optimize the conversion rate of new customers, and elevate the overall value.


Project Manager, Research, Information Architecture, UI.


While the current site has traction within a niche demographic (namely, the yoga community), the client suspects that the site doesn’t educate effectively the value proposition or communicate the value for first time users. We were tasked to find ways to redesign the site to better communicate its value and build the customer base beyond its current demographic.


Market research, sketches, wireframes, prototype using Sketch app and InVision, and a presentation to the client.


2 Weeks.


Reorganize the current content of the website to create a more intuitive and reliable experience for all users. 

After thoroughly reading the project brief and having a kick off discussion with the founder of Trip Tribe. We set out on our tasks.

The first order of business was to execute diligent research that would guide the design path. This was done in the following steps.

  1. Go through the website booking process to get a sense of the functionality of the website.

  2. Do a competitive analysis of the general landscape. We searched thoroughly to see, what are other similar businesses doing well and not doing well, especially those that could be primary and secondary competitors.

  1. Create a screener survey and send it out to distill a demographic of people reflective of the actual users.

  2. Conduct usability tests with the filtered group who were identified as likely to use the website. This was to discover their pain points, and also what is working for them.

  3. Synthesize the responses of the interviewees using the process of affinity mapping.

  4. Create a journey map using the information to highlight the overarching points of their experiences; the highs, the lows, and everything in between.

After conducting our research we created persona types that we we catered the design process around.

Based on the information from the research conducted, we decided that the contents of what Trip Tribe had to offer was inline with their customers needs. However, the way the information was organized was a major pain point because they found the website hard to navigate. And they did not see an “About” section to tell customers who Trip Tribe is, or an on-boarding process to allow users a sense of how the website works.

Here is an interview feedback we received from a former user of the website that reinforced the findings of the research and testing.

Armed with this information, we set out to do a card sort with former and potential new users. The purpose of this is to see how best the content and pages of this website can be best structured.


After conducting the card sort, we built a site map which includes an “About” section, to allow trust by telling the story of Trip Tribe.

Based on the card sort results, we built a site map which includes an “About” section, to allow trust by telling the story of Trip Tribe.

We then held a design studio to hash out ideas of how the site could be designed.

Following this we created a wireflow that we believed was more intuitive than the original. 

Using the sketches and wireframe we designed our prototype using the Sketch App.

We conducted 8 usability tests to determine any issues that users may have. We received several pain points:  

Using the feedback, we iterated on the design prototype.

Next Steps:

  • Engage existing users to make sure changes meet their expectations.

  • Ensure that pricing and terminology is consistent across all pages of the website.

  • Consider mobile design for the website.