YEAR
2023 – 2024
INDUSTRY
Travel & Hospitality
ROLE
Product Designer
SCOPE OF WORK
Product, Design Systems, A/B Testing, UX Research
TEAM
Two designers, one PM, two developers, CPO
LIVE LINK
Hotel booking platform
About this project
A consumer-facing hotel booking platform based out of Washington, D.C., operating in a category where the entrenched incumbents had decades of conversion data and millions of users. Competing meant being measurably better at the parts of the funnel that actually move bookings.
The team was small, the design footprint was light, and the way decisions got made was: ship the experiment, watch the metric, keep the winner. Eight months of that, layered on top of a design system being built from scratch, layered on top of qualitative research from real users — not a glamorous environment, but a productive one.
The work spanned the core funnel — search through checkout — plus the foundations of a design
system that designers and engineers could both ship from. Less hero project, more compound
interest.
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.