Priceline

The road to redefining a brand is a complicated endeavor, but not an impossible one. Concept designs are a powerful tool in the journey to rebuild an indentity. Conceptual designs are a corner stone for harnessing the power of emotion and imagnination. With this series of concepts, we began to explore new possiblities and cultivate fresh ideas for the future.
UX Design • UI Design • Art Direction

Packages

The redesign of Vacation Packages is a multi-tiered responsive web project to reimagine an entire product vertical from the ground up that would serve as a catalyst and model for change throughout Priceline. Our team was tasked with: leveraging new backend and frontend technology, championing consistency, raising the bar of user centric design, laying the foundation for adopting a new design system, and promoting innovation. To accomplish this, it was necessary to employ a phased approach. Phase 1 involved: design studios, stakeholder interviews, comparative/competitve analysis, concept sketching, design sprints, user testing, creating an MVP, and creating sharable atomic modular components. Phase 2 involved: refining/polishing the experience with a complete reskin using a new design system and redesigning a unified checkout sharable with all product verticals. Phase 3 involved: pushing innovation with Flexible Packages and growing the business with lean improvements.
UX Design Lead • UI Design • User Testing • Art Direction

Flex Packages

What is a flex package? It is a search experience that will allow users to build a package anyway they want with no limitations and is a key part of Packages phase 3. Currently in the early stages of discovery, we are in the process of validating the idea with users and refining the experience with rounds of prototype based user testing.
UX Design Lead • UI Design • User Testing • Art Direction

UX Tools

From sloppy sketches to slick wire flows to animated concepts, iteration is a key part of success for any major project. And sometimes something as simple as leveraging the power of post-it notes to organize user feedback or to create an affinity map of a product feature set or to create a user mental model can boost productivity. The lesson being that powerful tools are often simple.

Animated Loader

Even a loading screen can be an opportunity to have a bit of fun and strengthen a brand. With this project, creating prototypes was the only way to communicate the vision.

Checkout Update

Most major updates or redesigns of pages are implemented in phases at Priceline. Phase 2 of this checkout redesign resulted in a 2.5% conversion increase. Below is an example of the intended final phase.
UX Design Lead • UI Design • User Testing • Lean Improvements

Express Deals

Change at Priceline does not come easy because every design must be A/B tested and either match or beat the existing conversion for any given page. This relatively small update produced a winning test that increased conversion by about 3.5% on an Express Deals listing page. The improvements made during my time on Express Deals helped the product reach 10% positive growth after previously being down 20% year over year.
UX Design Lead • UI Design • User Testing • Art Direction

Messaging

Sometimes even the smallest of details require quite a bit of love. Messaging provides an opportunity to delight the user.
UX Design Lead • UI Design • Lean Improvements