Expedia Media Solutions
Sales One-Sheets
As the Senior Web Designer for the Expedia Media Solutions (advertising team) my role was to ensure product quality, efficient mechanisms, and on brand creative for the entire life cycle of any advertising product coming out of this team. I built mechanisms that connected each team with improved communications, improved offsite production houses creative, partnered with internal product teams on new product development, collaborated across design organizations to help gain more ad real-estate across the Expedia family of brands, and trained internal team members on design best practices.
This is the one-sheet provided to sales teams for selling-in the marquee ad product. I designed the template layout and built the content.
Global Style Guide
For All Expedia Brands
My Role
I developed a single forty-five page PDF style guide that could be separated out by product when working with sales or production houses. The left side of the page gave a product overview, the right side was detailed specs, and the bottom left was the brands that this product was featured on.
Skills Used
• Requirements gathering
• Creative Direction
• Internal and production house training
• Design Reviews with all teams
The Solution
This guide was the heartbeat the team when selling, producing, and launching products. The teams used this as the unifying mechanism to help all products go live with optimal creative.
New Marquee Ad Units
The team needed to improve the marquee ad product creative quality to ensure the continued ability to have this real-estate. I worked across design organizations and product to develop an improved visual product for the ad space behind the wizard. I also presented a ticker tape ad placement below the marquee. The product team was able to secure both placements. At times the sales team was able to sell all placements to a single advertiser for a full homepage take over.
New Products
Responsive Ads -
Expedia Branded
With existing products aligned we now needed to look how we could grow the portfolio for all of Expedia’s brands. This included Travelocity, Hotels.com, Hotwire, Venere, WOTIF, Air Asia Go, Last Minute, Cheap Tickets, and Orbitz. With so many brands the need to create a scalable solution that was outside of the existing IAB standards became top priority. Within one month of starting, I presented the need for responsive/native ad products to be a part of the current product inventory. Not only do responsive ads allow for better/smarter ad integrations they also allow for a on-brand user experience.
Responsive Ads -
Advertiser Branded
The initial feedback received about these concepts was great, but the sales teams came back that the advertisers thought their partner brands were lost in this execution. The next step came in looking at how we could implement responsive ads with custom fonts, images and buttons. The next phase was also successful and proved we could build a product category that met both the advertiser and user experience needs.
Challenger Award
After my first year, I was awarded the Challenger award by my piers for my work in Creative Direction and building mechanisms for the Media Solutions team.