Research
UX
UI
CRO
Client: Hotels.com - part of Expedia Group
My role: Senior Product Designer
Project: Global navigation redesign
Summary: As part of a rebrand, I redesigned the global navigation, balancing conversion goals, usability, and space for future offerings. By streamlining 89 regional variations and collaborating with stakeholders, the new design boosted engagement and conversions, adding USD $1.1M annually.
By streamlining Hotels.com's global navigation across 89 points of sale, I achieved a significant increase in conversion rates, generating an additional USD $1.1 million annually. This redesign also enhanced user engagement, with higher sign-in rates and improved navigation to booking forms.
As the Senior Product Designer, I led the redesign project, collaborating with analytics teams, project managers, and various stakeholders, including loyalty, call centre, marketing, and legal teams. Reporting directly to the Director of Product Design and VP of Product, I ensured the new design aligned with business goals and was adaptable for future growth.
Over time, Hotels.com's global navigation had become cluttered, with numerous links leading to poor user experience, especially on mobile devices. The dated aesthetic and lack of flexibility hindered the integration of new sub-brands and propositions.
I conducted a comprehensive audit of the existing header and competitor analysis, revealing that many links had low traffic and could be removed or repositioned.
I gathered objectives from various teams to ensure the redesign met diverse business needs. This was reviewed with the design team to ensure it would be both flexible and on-brand.
Developed initial wireframes, iterated based on stakeholder feedback, and created prototypes for demonstration.
Performed user acceptance testing and multi-variant tests in key regions (USA, France, Brazil, Japan) over 30 days, refining the design before global rollout.
The redesign emphasised user loyalty tiers, improved self-service options to reduce call centre dependency, and modernised aesthetics in line with the brand refresh. We also addressed legal requirements, such as updated privacy laws, by modifying the display of the cookie policy.
The redesign led to:
Research
Service Design
UX
UI
BP Pulse had two separate apps, 9 charging unit manufacturers with inconsistent interfaces, and non-standardised signage. I led research, service design and UX across the app, physical charging units and signage, expanding the brief beyond app consolidation to fix the full customer experience. I aligned engineering, procurement, signage and product teams throughout, and convinced the Head of Design to change the product direction based on research findings.
UX
UI
CRO
80% of Trainline customers were checking out as guests, limiting their ability to manage bookings and driving up contact centre costs. I led the design of a non-intrusive sign-in and registration system across UK and international platforms, testing multiple approaches to find interventions that increased logins without disrupting the booking flow. The result was a 59.2% increase in logged-in transactions on international mobile web and a 20% increase in registrations.
