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I worked across product strategy, research, UX and delivery, collaborating with users, business stakeholders and the development team. 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Role\n\nI led the redesign from discovery through experimentation.\n\nI worked across product strategy, research, UX and delivery, collaborating with users, business stakeholders and the development team.\n\nMy responsibilities included:\n\n User and competitor research\n Product requirements and prioritization\n User flows, wireframes and prototypes\n Search and booking experience design\n Collaboration with developers and QA\n Launch planning and A/B testing\n Behavioral analysis and continuous 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We launched the new platform through an A/B test against the previous version. During the first days, the new experience performed slightly worse. Instead of treating the result as a failed redesign, I investigated how users were behaving. Google Analytics and FullStory revealed several points of friction involving UX and pricing presentation. We corrected the issues within the first week and continued monitoring the experiment.","absoluteBoundingBox":{"x":14421.0,"y":1001.0,"width":429.0,"height":467.0},"isolatedAbsoluteRenderBounds":{"x":14421.3837890625,"y":1018.44000244141,"width":416.833984375,"height":445.759948730469},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":429.0,"y":467.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.901960790157318,"g":0.901960790157318,"b":0.901960790157318,"a":1.0},"visible":true,"opacity":1.0}],"constraintValues":{"left":{"pixelOffset":0.0,"sizeFraction":0.0},"top":{"pixelOffset":0.0,"sizeFraction":0.0}},"strokeAlign":"OUTSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Experiment\n\nThe first results were negative, and that made the experiment useful.\n\nWe launched the new platform through an A/B test against the previous version. During the first days, the new experience performed slightly worse.\n\nInstead of treating the result as a failed redesign, I investigated how users were behaving. 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The platform was redesigned around the decisions travel agents make every day: where to search, how to compare options and which hotel offers the right value for their customer. The new experience introduced: Clearer search and filtering Improved hotel comparison More intuitive navigation Better presentation of prices and booking conditions Redesigned hotel and results pages A more effective hotel-sorting experience A consistent visual system across the booking journey Every change had to make the platform easier to use while still supporting the depth expected by professional travel 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New Experience\n\nLess friction between searching and booking.\n\nThe platform was redesigned around the decisions travel agents make every day: where to search, how to compare options and which hotel offers the right value for their customer.\n\nThe new experience introduced:\n\n Clearer search and filtering\n Improved hotel comparison\n More intuitive navigation\n Better presentation of prices and booking conditions\n Redesigned hotel and results pages\n A more effective hotel-sorting experience\n A consistent visual system across the booking journey\n\nEvery change had to make the platform easier to use while still supporting the depth expected by professional travel 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