Strategy | Product Management | User Research
Travel Creator Shopfronts
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Summary
Travis was looking to introduce a new product for travel creators, that would also be a growing revenue stream. Travis Creator Shopfronts was launched as a tool for travel creators to add all travel recommendations (hotels, experiences and accessories) in one place, and earn commissions on bookings.
My role
User research & insights: I took the lead on conducting user research with creators (10k-500k followers). This was further informed by external analysis (on creator monetization tools across industries, e.g. LTK for fashion and Amazon Storefront). I identified that creators between 100k-1M followers likely to be the most active in diversifying their income streams, and trying out new products. We therefore doubled down on this segment, instead of our initial assumption to focus on micro creators between 10-100k followers.
Product management: Through user research, we had validated the priority vs nice-to-have features for creators. I worked with design and engineering to define product phases and ongoing roadmap prioritization - based on different objectives (e.g. optimize time to set up Shopfront and driving bookings), and creator feedback.
Outcomes
Acquired 4000+ creators in 6 months
Drove 37% MoM increase in bookings in 6 months
Secured major partnership with Expedia to scale product
