TripIt vs. TripCase mobile product teardown. Review of onboarding and default user experience with comments and notes on improvements.

1. TripIt vs. TripCase
Product Teardown
By David Kim

2. Mobile Teardown – an exercise
• Apply product sense through a comparative product teardown
• Focus on key flows, such as onboarding, default experience, monetization,
key features (e.g. curation for photo sharing apps)
• Benefits include improving understanding of:
– User problem to be solved
– Product trade-offs
– Cool features to adopt, or crappy features to drop
– Alignment between customer success and business goal success

3. Mobile Teardown – flow summary
Detailed
Recommendations
Onboarding Default experience Virality Monetization
Contact David Kim for more:
daviddarden11@gmail.com

4. TripIt onboarding
Nice trigger for onboarding flow
Great visual continuity
Onboarding process is a tutorial of a key
automation feature. What about existing
users who may be in need of a reminder?

5. TripIt onboarding Standard practice – but asking
before proving value?
What is the #1 objection of new users in
getting to Sign Up? Is that language
addressed in this feature tutorial?
Any way to condense? It takes 5
screens to Sign Up – does the length
impact conversion rates?c
Accessibility = Love!

6. TripCase onboarding
There is strong focus on
copy and user language
The important email feature
is highlighted immediately
Actual app screenshot is
used during tutorial

7. TripCase onboarding
Standard flow until user agreement.
Why did the product team get
overruled by the legal team on this one?

8. TripIt default experience
Clearly drives ad/affiliate revenues. BUT, does it
align with user SUCCESS? Space could instead be
used to promote premium paid services.
New trip
Would this be a good place
to note plans@tripit.com? This is a large # of categories. 80/20
analysis might condense all 3 screens into
top travel/activities (1 screen of icons?)
and the rest to “More.”

9. TripCase default experience
This important feature/info is
prominently displayed. Good! Note these trip
categories are simpler,
more condensed
(compared to TripIt).
How often do we ‘follow’
trips? Would it be more
natural to encourage
share action?
Nice and concise
navigation UI

10. Thanks for viewing
I would love your feedback. Please feel free to connect.
• David Kim (daviddarden11@gmail.com)
– @findinbay
– dklounge.github.io
I work with other product lovers through a group called PM Fast Track, and
promote product management through a weekly PM newsletter.