Expedia Rewards program redesign
Customer problem: Booking travel is stressful, I want both the best deal and ensure safe travel. If there are additional ways to save money and make my booking easier I would like to know.
Hypothesis: Customers who are enrolled in the rewards programs are 60% more likely to repeat book with Expedia. If given a easy to use experience and a easy to way to save, more customers will book resulting in new rewards members.
The Solution: We developed a Rewards program brand that complimented the Expedia brand. This program included a library of approved stock photography, iconography, and new components that aligned with Expedia’s Unified Design System.
My role: I facilitated a cross functional sprint team that consisted of designers and stakeholders. Based on discoveries from the sprint I creative directed the branding and product design.
Challenges: The Marketing UX team was asked if they could help in solving the rewards site experience quickly to meet launch goals. I established a core sprint team that could focus on a sprint spike to understand the scope of work and provide a redesign for the email and site experience.
Insights: The image to the left showcase the original set of emails and site screens (top left) and then how the core team (center) was able to break those down through card sorting (right image), content strategy (top right and left image), and new component designs (lower images).
The outcome
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The final product was an experience that introduced an extremely complicated program to the customer in a simplified/consumable way. The experience aligned with Expedia’s Unified Design System and included a new icon design system, new brand photography, a fully accessible color system for program tiers and easy to use experience.
“Stephanie is a great mentor for all levels of designer and is an asset to any team. She constantly looks at the bigger picture and drives all design towards the underlying business goal. She has been instrumental in developing my own strategic thinking and giving me the confidence to ‘push back’ when briefs are not fully considered.”
Darren Wood - Principle UX Designer