Hotel booking platform
INDUSTRY
Travel & Hospitality
OWNED
Product, Design Systems, A/B Testing, UX Research
LIVE LINK
Overview
Product Designer on a B2C hotel booking platform. Designed across search, booking, checkout, and signup; built the foundations of the design system.
Context
A product where every shipped change had to defend itself in conversion numbers. Small design team, real-money stakes, A/B tests as the unit of progress.
My role
Designed across the core funnel — search, booking, checkout, signup. Ran the experimentation program in partnership with product and growth. Built the design system foundations, end-to-end, until designers and engineers stopped reinventing the same components.
Key decisions
Ran a structured A/B program on the core funnel — shipped winners, learned from losers, fed both into the next cycle. Built the design system from the inside out: tokens first, components second, patterns third. Grounded redesigns in user interviews rather than stakeholder opinion.
Outcome
A design system adopted end-to-end by design and engineering. A measurably tighter funnel. A testing habit that outlasted my time there.
What I’d do differently
Push earlier for a single source of truth on metric definitions. Half our A/B debates were really definitional debates dressed up as design debates.