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Trip Tribe


Trip Tribe

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Trip Tribe is a group travel website that connects travelers with other like minded adventurers for new adventures.

Speaking with the client, he was very receptive to changes and new ideas. Most of his customers were yoga focused, and came to the site via recommendation from their yoga instructors. He wanted the site to entice a more diverse clientele. He was open to scratching large parts of the site, including the “tribe” section.

I worked with a partner for this project, and our focus was to better organize the site, and get users excited about a wider variety of opportunities. We decided to keep the tribe section of the site, as it was what enticed most users in the first place to Trip Tribe.


1. Users want to find group trips with compatible travelers.

2. The current site leaves users confused, and they find it difficult to navigate.



1. Design a navigable interface for travelers.

2. Create a personality quiz to help users find compatible travelers and personalized trips.



Site Audit & User Testing

Why: In order to revamp the current site, we needed to see what was already included, and the current layout. 

Process: We went through the current Trip Tribe site and all of its sister sites, including social media and blogs. We discovered that there are a lot of elements to Trip Tribe, and due to the time constraint, decided to focus on the main site and interactions. Knowing where we wanted to focus, we put the site in front of 4 users to see what they liked about the site, and what they found frustrating. Overall, users were confused with the layout, had trouble finding trips that they would like, and found the site “sketchy” because there was no information about the company.



Competitive Analysis


Why: Group travel has become more popular recently, as travelers have found it a good way to save time and money. Gone are the days of getting on and off a bus in a line, and instead have been replaced by adventurous, catered itineraries. We did a competitive analysis to not only see what our competitors are doing, but to get an idea of what our users are used to seeing. 

Process: As researcher, I completed this portion of the project. I looked at 3 of the biggest companies in the space, as well as 1 smaller company, Wetravel, that also focuses on yoga trips and allows users to see who they are traveling with. I did this to see both what the industry standard is, as well as where Trip Tribe can fit in such a competitive space. What is Trip Tribe missing, and what do they have that others don't? Knowing this, I can begin thinking about features to keep, add, and toss.



User Surveys & Interviews

The survey that we designed in Google Forms


Why: We needed to get some insight into what users look for when booking trips, specifically group trips, and what their concerns are so we can be sure to address them. 

Process: First, we sent out a screener onto numerous social media sites, network and slack channels, narrowing it down to our core users: between the ages of 18-60, have been on group trips or would be interested, can afford a trip over $2,000 (Trip Tribe’s cheapest option), etc. From there, we conducted approximately 9 in person and phone interviews. We focused mainly on users habits when booking trips, and what their concerns are, specifically what they look for in their fellow travelers.

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Affinity Mapping

Why: To better organize our insights gathered from our user interviews, we conducted an affinity mapping exercise. Affinity mapping helped us to better see trends and the behaviors of our users. 

Process: My partner and I went through the transcripts from our user interviews, and pulled out key phrases and words mentioned. After writing them down on post it notes, we put them up on a board and began grouping them according to themes and trends. Some of our key takeaways were:

  1. People did not like the loss of control and compromise that occurs with group travel

  2. The majority did not care about fellow travelers’ age, relationship status or current residence

  3. People wanted to travel with people with a similar travel style, including activity level, interests, financial mindset, desire for flexibility, level of adventurousness and more



User Flow & Features

This image shows the user flow between the Homepage to navigating the Profile section of the site

Why: Between research and design, I usually find myself focused on the main features that I want the product to contain, and how a user moves around them. Since this is a revamp of a current site rather than creating an entirely new site, it came down to the new features to include that would assuage users concerns. 

Process: My partner and I focused on certain pain points expressed during our research; distrust of the company, difficult on boarding process, and the disconnect between the tribes and trip section. In response, we create a Company Information page that would give users an idea of what Trip Tribe is about, and why they should travel with them. We also created a Personality Quiz which would match users according to their interests rather than age and relationship status, as it was previously (which users found unnecessary and unhelpful). Lastly, we simplified the on boarding process by limiting it to a single page. Once that was done, we started created user flows to make sure that users could move freely between the different features.



Wireframes & Low Fidelity Prototypes

Why: Working as part of a team, we needed to ensure that our designs were consistent and on brand. Once wireframes were done, I focused on building them out in Sketch, and my partner focused on visual design.

Process: We split up drawing paper prototypes by feature and pages, coming together multiple times a day to get feedback from one another. Once all pages were done and agreed upon, I worked in Sketch to build out each page, and then sent each finished page to my partner to build out the visual design. We worked this way because I was very quick at building pages out in Sketch, while she had a great visual eye for color and design.


Final Clickable Product

Below is a clickthrough of the final prototype. It was created in Sketch by our visual designer, and I animated the latest version in Principle.


Watch a full run through of the product with narration

Learn more about the client, product and design process with my case study