Home > Events > From Me to We to Web 2.0: Building a Community – and Company – with Help from the Masses
24 June, 2009

Join us:

UPA Boston invites you to its June monthly meeting next Wed, June 24th at TripAdvisor. Members of TripAdvisor’s user experience design team will present: “From Me to We to Web 2.0: Building a Community – and Company – with Help from the Masses”. Details below. Please join us!


TripAdvisor is the world’s most popular and largest travel community.  With 25 million reviews and opinions contributed by more than 10 million registered members, we’ve learned a few lessons about reaching out to consumers, building community, and creating a sustainable business through user-generated content.  In this presentation, we’ll share 10 things that have contributed to TripAdvisor’s success, how we keep these in mind while designing the user experience, and how you might put them to work for you.

Specific discussion points will include:

•        Motivating consumers to join and contribute

•        Giving back to nurture and grow your community

•        Leveraging social media for brand and content building

•        Repurposing content into new product as times change

•        Iterating as you go until you get it right

•        Monetizing your site… making a buck or two off of UGC


Cindy Roche, VP, Site Experience

Cindy Roche heads site design and architecture, copy development, content production and translations and content integrity for TripAdvisor. Before joining the company in 2008, she was VP, Design and Customer Experience, at Fidelity Investments. Her team focused on online user experience and information architecture for Fidelity.com. Previous positions include Creative Director at Digitas in Boston and Interactive Community Manager at Firefly and Prodigy. Before there really was an Internet, Cindy was a literary agent in New York and represented the likes of Jhumpa Lahiri, T. Coraghessan Boyle and Louis Menand. Cindy has a BA from Princeton University.

Patrick Coyle, Creative Director

Coyle joined TripAdvisor in March 2007 to spearhead the visual component of a major site redesign. Leading a team of designers to create the new online brand and visual direction for TripAdvisor.com and foreign sites in the UK, France, Italy, Germany and Spain, Coyle oversaw the process from offline, conceptual branding exercises through implementation, testing, and QA.  He worked with Information Architects and CSS developers to create a scalable solution that allows TripAdvisor’s site to expand with ease and speed. With the redesign successfully launched, Coyle remains at the helm of art direction for TripAdvisor, continually advocating for the benefits of strong design and simple, usable interfaces.  Prior to joining TripAdvisor, Coyle served as Art Director of Molecular, Inc. and of Lycos, Inc. and Design Director of Razorfish, Inc.  He holds a BFA in Illustration and Design from the Rochester Institute of Technology.

Lauren Hanlon, User Experience Specialist

Lauren joined TripAdvisor in January 2009, and has helped introduce Information Architecture more formally into the design process.   She also conducts various types of user research including usability tests, surveys, focus groups and ethnographic research. Prior to TripAdvisor, Lauren was a user experience consultant for a small start-up called UpDown.com and held various roles in both the Design and Brand/Advertising groups at Fidelity Investments. Lauren has her BS in Engineering Psychology from Tufts and recently completed her MBA from Boston University.


TripAdvisor LLC
141 Needham Street
Newton, MA 02464


June 24th, 2009
6:30-7:00pm Networking
7:00-9:00pm Presentation and discussion, Q&A, wrap-up