Why has user engagement with the "Things to Do" section on TripAdvisor declined by 25% since the latest website redesign?

Introduction

The recent 25% decline in user engagement with TripAdvisor's "Things to Do" section following a website redesign is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might have altered the user experience. Could you provide more details on the specific changes made to the "Things to Do" section?

Why it matters: Understanding the exact changes helps pinpoint potential usability issues. Expected answer: A list of major UI/UX changes implemented. Impact on approach: Guides focus on specific design elements vs. broader issues.

• Considering user segments, I'm curious if the engagement drop is uniform across all user types. Have you noticed any differences in engagement patterns among various user segments (e.g., first-time vs. returning users, mobile vs. desktop)?

Why it matters: Identifies if the issue affects all users or specific groups. Expected answer: Breakdown of engagement metrics by user segment. Impact on approach: Tailors solutions to most affected segments or reveals underlying issues.

• Given the significance of the drop, I'm wondering about the timeline. Over what period did this 25% decline occur, and was it gradual or sudden?

Why it matters: Helps determine if the issue is directly related to the redesign or influenced by other factors. Expected answer: Specific timeframe and pattern of the decline. Impact on approach: Focuses investigation on immediate redesign impact or broader trends.

• Considering the complexity of engagement metrics, I'm interested in how "engagement" is specifically defined for the "Things to Do" section. Could you clarify the key performance indicators (KPIs) used to measure engagement?

Why it matters: Ensures we're addressing the correct metrics and not missing crucial data points. Expected answer: Detailed breakdown of engagement KPIs (e.g., time spent, click-through rates, bookings). Impact on approach: Refines analysis to focus on most relevant metrics and potential causes.