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TripIt.com

Turning TripIt’s Travel Expertise Into a Clearer Digital Experience

Background

TripIt helps travelers organize flights, hotels, rental cars, activities, and other plans in one place. With millions of users and approximately three million active users identified in the project proposal, TripIt already had a significant audience and a differentiated offering: unlike airline-specific apps, it could bring an entire trip together in a single experience.

But TripIt’s marketing website had not undergone a major update since the 2017–2018 timeframe. SAP Concur saw an opportunity to refresh TripIt.com so its digital experience communicated the product’s value as clearly as the product delivered it.

UpTop was brought in to evaluate the experience and help create a stronger foundation for that redesign.

Challenges

The challenge wasn’t simply modernizing a website. It was helping prospective and existing users quickly understand what TripIt does, why it matters, and why they should choose it.

Existing messaging could be vague, while the distinction between free TripIt and TripIt Pro needed to be clearer. Users also needed more education around features and workflows, and the transition from the marketing experience into product signup presented another opportunity for improvement.

The original project discovery also identified a disconnect between marketing and product onboarding, which were owned by separate teams, along with gaps in tracking conversion sources.

At the center of the challenge were four questions:
  • What does TripIt actually do for travelers?
  • Why use TripIt instead of relying on individual airline apps?
  • What separates the free experience from TripIt Pro?
  • How can the journey from discovery to signup feel more intuitive and connected?

Partnership Info

client
SAP Concur
Industry
Enterprise Software / Travel & Expense Management
type
UX Strategy & Research
services
UX Audit & Competitive Analysis

Partnership Info

client
Amazon
Industry
E-commerce / Logistics / Delivery Partner Operations
type
Internal Tools, E-commerce Features, Operational Platforms

services
UX Research, Product Strategy, UX Design

Background

Amazon, a global technology leader known for its relentless customer focus and innovation, has continually evolved to meet the changing needs of consumers, sellers, and businesses worldwide. For more than a decade, UpTop has been a trusted UX strategy, research, and design partner, embedded within Amazon’s ecosystem to support a diverse range of product teams and business units.

Challenges

Operating at Amazon’s scale requires not only speed and precision but also an intimate understanding of complex, interdependent systems. With a growing number of internal teams developing products and services for both B2C and B2B audiences, Amazon needed a partner who could adapt quickly, collaborate seamlessly across silos, and maintain a consistent user-centered approach. Key challenges included:
  • Designing scalable solutions for internal tools and seller platforms
  • Navigating legacy systems and organizational complexity
  • Supporting rapid innovation while ensuring usability and accessibility

Approach

UpTop approached the engagement from the traveler’s perspective while accounting for the realities of TripIt’s existing ecosystem.

The team reviewed the marketing website’s design, content, navigation, user flows and initial onboarding experience, supported by a heuristic UX evaluation. Recommendations were considered through a mobile-first lens, reflecting the primary usage patterns of TripIt’s consumer audience.

UpTop also considered how the experience could better speak to different traveler personas, such as solo and family travelers, rather than treating every visitor as having the same priorities.

The analysis combined AI-assisted review where applicable with expert UX oversight, cross-referencing and judgment—using technology to accelerate analysis without replacing human expertise.

Solution

UpTop developed an actionable UX audit designed to help SAP Concur move from observations to redesign decisions.

The work examined opportunities to sharpen TripIt’s core value proposition, improve product education, explain features and workflows more effectively, and make the value of TripIt Pro easier to recognize.

Importantly, UpTop extended the audit into the initial signup experience. That created a more holistic view of the journey—from a traveler first encountering the TripIt story to taking the first steps into the product—and provided recommendations intended to help bridge the marketing-product gap.

Recommendations were also grounded in an important implementation constraint: SAP Concur planned to build the refreshed site using a branded branch of the Concur design system while preserving TripIt’s illustrative visual identity. UpTop therefore focused on improvements that could work within the organization’s existing design ecosystem rather than proposing an experience disconnected from implementation realities.

Results & Impact

The engagement gave SAP Concur an expert UX perspective and actionable recommendations to guide the TripIt.com redesign.

The work was designed to create a foundation for:
  • Clearer product positioning so travelers can quickly understand TripIt’s all-in-one value.
  • Stronger product education across features, workflows and onboarding.
  • Better differentiation between free TripIt and TripIt Pro.
  • Reduced signup friction through a more connected marketing-to-product journey.
  • Greater conversion potential for both free accounts and Pro subscriptions.
  • Stronger long-term engagement and retention by setting clearer expectations before users enter the product.
  • A more relevant mobile experience aligned with how TripIt’s B2C audience primarily interacts with the service.
For TripIt, the opportunity was bigger than refreshing a website. It was about making the value of a proven travel product immediately understandable—and turning that clarity into a stronger path from discovery to adoption.

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