Senior Product Designer
é
Campaigns landed from social ads; the sites had to feel alive (short video, quick prompts, episodes) yet convert gently to shoppable cards or embedded Expedia search. My job was to design systems that balanced brand storytelling with booking clarity, and to make every block fully editable so teams could keep stories fresh as campaigns evolved.
Bespoke luxury: Hyatt Inclusive (mood finder) Mobile-first mood dial maps feelings to Hyatt brand families and hero properties. Cinematic image reveals, restrained palette, fine type; premium feel. CTA etiquette: primary “Explore this brand”, secondary “View properties”, then Expedia booking handoff.
hyattsinclusivecollection.expedia.comFinder / chatbot: snackable + chat-assisted (e.g., Find Your Florida) Short, captioned videos (6–12s), tap to unmute, swipe to next. Chat-style prompts (“Beach + food?”, “Family + wildlife?”) that pre-fill filters and output a mini itinerary. Inline shoppable cards (stays/flights/packages) appear right after an answer. Sticky progress + one-tap back to tweak the vibe. Smooth, snap-to-card transitions; skeleton loaders; large tap targets.
Editorial hub: article-led with on-page booking (e.g., Unexpected Hong Kong) Themed collections (food / culture / outdoors) + neighbourhood guides. Expedia search modules for Stays, Flights, Packages, Experiences embedded on-page. Users stay in flow: read → shortlist → search → book, without context switching.
discoverhongkong.expedia.co.uk
OTT-style series: episodes first (e.g., Got The Shot for VisitBritain). Episodes rail with teaser, View all episodes, Continue watching. Episode page pairs the player with Plan this trip (locations → “add to trip” → shoppable cards).
Calm cross-fades and clear focus states; story first, booking always visible.
exploregreatbritain.expedia.com
These campaigns were copy-led, so every module was built to be editable by clients and copywriters:
Built with CMS-editable blocks so producers and copywriters can update moods, copy, images, and CTAs without developer help. Copy guardrails: character ranges + truncation rules to protect layouts. Campaign continuity: landing layouts mirror ad storylines. Scheduling & variants: timed promos, A/B copy slots. Legal/brand: paid-content labels, partner branding lanes, reusable disclosure patterns. Resilience: image fallbacks, skeleton loaders, and empty/error states.
Faster launches with consistent quality (less bespoke builds).
Clearer inspiration → booking paths across Visit Florida, Hong Kong, VisitBritain, plus room for luxury bespoke (Hyatt).
Producers and copywriters could own the story without breaking the design.