Expedia Group: Internship Showcase
Team
Year
2023
Project
Web Design
Product Design
Software
Figma
Overview
Internship showcase of the key projects I have worked on. My primary tasks included redesigning the US OneKey (Expedia Group's New Loyalty Program) pillar page as well as adapting the current experience for preparation of the launch of OneKey into the rest of the world.
Project 1:
OneKey Pillar Page
The Problem
The pillar page is the main source of information for the OneKey Program, offering a detailed explanation of how it works. However, user feedback and testing revealed challenges with content clarity and comprehension. The design also lacked intuitive elements to encourage users to scroll and explore further
Final Design
This is the redesign of the OneKey pillar page which the main source of information for the new OneKey Program, providing customers with a clear, detailed overview of how it works.
24% increase in engagement Rate
Research Process
What were the key issues affecting the OneKey Program pillar page?
To address this, I analysed user feedback and tested page elements to identify ways to improve clarity and engagement. Main issues included:
Comprehension
Working with a UX researcher, we conducted user testing on potential header content, analysing screen and audio recordings to create actionable feedback for content designers. This resulted in clearer, more effective headers
Intutiveness
I created multiple layout variations for the pillar page and collaborated with the UX researcher to conduct A/B testing to determine which one performed best.
Design Process
Content Design
I collaborated with content designers to create two tagline variations that improve user understanding of the program that was tested with A/B testing.
Design Process
Comprehensive Pillar Page Information
The pillar page provides customers with comprehensive rewards plan information. The displayed information is simplified and color-coded for easy readability at first glance. Additional details like common questions are organised further down the hierarchy in a drop down form, presenting a more in-depth look of the rewards information site.
Project 2:
OneKey CTA for Rest of World Lodging Brands
The Problem
OneKey aims to become a global loyalty program for all regions where Expedia brands are active. As Expedia Group prepares to the release of OneKey to the rest of the world, it must carefully adhere to the different legal frameworks in each area. Therefore, OneKey’s design requires a thoughtful approach that respects and aligns with the legal requirements of each location it serves.
Final Design
This is the design of the OneKey CTA on all Expedia Brands lodging platform pages.
14% increase in engagement rate
Research Process
What are the legal considerations impacting the design of the OneKey program for Expedia’s brands?
To address this, I prepared a high-fidelity interactive prototype featuring the new OneKey messaging for Expedia’s brands. Throughout the project, I collaborated with a UX designer who provided supervision and guidance, alongside content designers who ensured that the messaging complied with the legal requirements of each jurisdiction.
Design Process
Implementation of OneKey CTAs across Expedia Group brands
The CTAs give customers a prompt about the new rewards plan and its offers. The information is presented in a simplified format and highlighted for immediate visibility. These CTAs are strategically placed in areas of the page where users are most likely to engage.
Reflection
My experience with Expedia underscored the importance of interdisciplinary collaboration in brainstorming, resulting in more comprehensive solutions. By bringing together diverse fields like UX research and content design, we were able to generate innovative ideas.
I also developed skills in crafting flexible and easily editable designs using auto layout techniques. This skill was particularly valuable at Expedia Group, where multiple teams work on various components of a single screen. Auto layout enables seamless modifications and automatically organizes elements within a frame, ensuring coherence and efficiency in design updates.
Additionally, creating mock-ups for regions outside the US enhanced my ability to maintain a cohesive design system. By aligning with established design principles, I ensured the consistent integration of OneKey messaging across different business lines, strengthening brand unity and enhancing user experience on a global scale.
