How might we rethink host qualification to better balance risk for operators?
Overview
When TrovaTrip faced challenges with a manual-heavy process and a low host qualification rate (only 2% qualified to request trips), I was brought on to streamline and automate the experience for all sides of the travel marketplace.
By leveraging user research, behavioral data, and continuous testing, we were able to increase host conversion, improve operational efficiency and facilitate scalable growth.
TrovaTrip is a travel technology company that enables creators, influencers, and community leaders (called hosts) to plan, promote, and lead group trips with their audience. It essentially turns audience engagement into real-world travel experiences.
Hosts
Travelers
Operators
Only 2% of Hosts qualified to request trips
Only 2% of hosts qualified to request trips, causing inefficiencies and missed opportunities for both hosts and operators.
Operators wasted time and resources on trips that didn't run
Operators wasted time and resources on trips that didn't run, leading to operational inefficiencies and increased costs.
Surveys
To gather broad insights, we distributed surveys to both hosts and operators.
The goal was to identify common pain points, feature gaps, and behavioral trends.
Survey findings highlighted issues around inventory management complexity, onboarding confusion, and the need for better host education.
Interviews
To deepen our understanding beyond survey results, I conducted targeted interviews with operators, hosts, and internal stakeholders.
These conversations helped surface nuanced needs such as Operators mental models for itinerary inventory and Hosts' misunderstandings around qualification.
Heatmaps & recordings
We analyzed behavioral data from existing platform usage, leveraging heatmaps and session recordings to observe friction points.
Insights directly influenced UX decisions like redesigning table layouts, introducing progressive disclosure, and adding microinteractions for feedback.
User Data & Analytics
Working closely with the Analytics team, we studied platform metrics to identify where users were dropping off or succeeding.
We tracked KPIs like:
Host onboarding completion rates
Trip creation success rates
Inventory management errors per trip setup
How might we rethink host qualification to better balance risk for operators?
I facilitated workshops using techniques like Crazy 8’s, dot voting, and idea clustering to generate and prioritize solutions with the product team.
Through user interviews, workshops, and data analysis, we uncovered four major opportunity areas:
Redeisgn Onboarding
As part of improving host success rates, I redesigned the onboarding experience to be simpler, faster, and more action oriented. Hosts were guided through profile creation and the qualification process.
Host Home Dashboard
Centralize key information and next steps for hosts during their journey. We focused on improving host self-service and visibility to facilitate product led growth.
Lead scoring is a method used in marketing to prioritize leads based on their likelihood of converting into paying customers. Our Analytics team started looking at the social media account data from our hosts to help us create the features for lead scoring.
We used an algorithm that scored hosts based on these factors:
Redesigning Itinerary Cards to Support the Host Levels Campaign
I redesigned itinerary cards to improve clarity, engagement, and decision-making for prospective hosts. The goal was to clarify host access based on level, better showcase trip value, and drive conversions through thoughtful UX enhancements.
Exploration & Testing
We tested a version of the itinerary cards to evaluate overall usability and to understand how users interpreted the new "levels" feature. The issues with the design are called out below:
Final
Filters Exploration
I explored a horizontal layout for filters to incorporate the levels filter. Hosts could explore itineraries relevant to their status. Locked icons on unavailable options subtly reinforced the tier system without cluttering the interface.
Catalog Page
I added a levels filter so hosts could explore itineraries relevant to their status. Locked icons on unavailable options subtly reinforced the tier system without cluttering the interface.
To create itinerary tiers for low level hosts, operators needed a new way to create itineraries. The existing model was based on hosts requesting itinerary dates from operators. The new method would allow operators to dictate the dates while building itinerary inventory.
Goals for the project
• Improve experience of creating itineraries for operators
• Create itineraries based on set-dates
• Reduce risk to operator risk for low level hosts
• Improve host satisfaction by providing clearer itinerary options
• Encourage host progression by requiring lower commitment
• Facilitate data-informed decision making by tracking inventory performance
Exploration & Testing
We tested a version of the itinerary cards to evaluate overall usability and to understand how users interpreted the new "levels" feature.
Final
Prototype Test
I conducted usability tests with operators, observing how they navigated the new itinerary system and inventory management tools. Their feedback informed final adjustments, such as:
Better data grouping and sorting
Clearer action buttons for confirming requests
Simplified navigation for larger inventories
Final
Host Selection for Set Date Itineraries
For set-date itineraries, we redesigned the host selection flow to highlight price differences across limited dates, reducing confusion and improving the itinerary selection experience in a three-sided marketplace.
Impact:
Helped reduce operator time spent on trip setup.
Removed Host qualification as a blocker for low risk trips.
Enabled product led growth for host marketplace.
Reflections:
Learned how to balance internal operational needs with customer experience.
Deepened my skills in designing for three distinct but interconnected user groups.
Realized the power of UX design in driving marketplace trust and efficiency at scale.
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