works
Product Design
Expedia
As a Senior UX Designer at Expedia, I led the integration of the OneKeyCash Accelerator tool. I created wireframes to visualize and communicate the product structure early in the design process. I also developed detailed customer journey maps to enhance the user experience at each touchpoint. Additionally, I designed intuitive and engaging user interfaces and built interactive prototypes to test and refine our designs before final development.
Within the first six months of launching this feature, Expedia achieved over $4 million in spending and $99.8 million in gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators. This initiative was a tremendous success.
company
Expedia
year
2022 - 2024
Role
Lead UX Designer
industry
Travel
This project was
a tremendous
success.
This project was
a tremendous
success.
This project was
a tremendous
success.
$4M
$4M
$4M
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
$99.8M
$99.8M
$99.8M
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
Project process
creative process
creative process
Project process
creative process
creative process
creative process
Bringing Value to Travelers and Hotel Partners:
Integrating One Key Cash Rewards into Expedia’s Accelerator Tool
Expedia’s mission to make travel more rewarding took a significant leap forward with the introduction of the One Key Cash Rewards program. However, the challenge was to integrate this loyalty program seamlessly into the Accelerator marketing tool, a crucial system used by hotel partners like Hilton and Marriott to increase visibility and bookings on the platform. By designing a smooth integration of rewards into this tool, Expedia enabled hotel partners to incentivize travelers to book through their listings, increasing overall engagement and satisfaction. This integration not only strengthened partner relationships but also enriched the travel experience by offering tangible rewards to customers with every booking.
Through careful research, prototyping, and collaboration, the team successfully brought the rewards program into the Accelerator tool, resulting in an enhanced product that benefitted both hotel partners and travelers, driving loyalty and engagement on the platform.
The project had two main goals:
Engage travelers in the One Key Loyalty economy by maximizing value to travelers.
Foster partner excellence and strengthen relationships by rewarding great partners with additional value.
team
Product Owner
Lead Designer (me)
Developers
UX Researchers
PROJECT OBJECTIVES
One Key to Rule Them All: Revolutionizing Travel Rewards for Both Sides of the Journey
The primary goal of this project was to integrate the OneKeyCash Rewards program into Expedia’s Accelerator marketing tool in a way that provided mutual benefits for both hotel partners and travelers. The focus was on achieving the following KPIs:
goals
1
Measure
Measure the conversion of OneKeyCash Accelerators created, compared to partners who just create regular Accelerators.
1
Measure
Measure the conversion of OneKeyCash Accelerators created, compared to partners who just create regular Accelerators.
2
Increase
By offering a customizable tool that allowed hotel partners to reward travelers, we aimed to increase the number of partners actively using the Accelerator tool.
2
Increase
By offering a customizable tool that allowed hotel partners to reward travelers, we aimed to increase the number of partners actively using the Accelerator tool.
3
Measure
Encouraging more bookings through Expedia by offering travelers the ability to earn rewards with every trip, targeting a 15% increase in overall bookings within six months of launch.
3
Measure
Encouraging more bookings through Expedia by offering travelers the ability to earn rewards with every trip, targeting a 15% increase in overall bookings within six months of launch.
4
Reduce
Reduce the need for customer support engagement.
4
Reduce
Reduce the need for customer support engagement.
the problem
Balancing Complexity and Simplicity:
The Quest for Seamless Rewards Integration
The challenge was two-fold: the technical integration of a robust rewards system into an existing marketing tool and ensuring that this new feature was intuitive and easy for hotel partners to adopt. Hotel partners, such as Hilton and Marriott, needed a simple, flexible way to customize reward offers without being burdened by a complex interface. Additionally, travelers had to easily understand how to earn and redeem rewards, which required thoughtful UX design to prevent confusion and encourage engagement.
The Accelerator marketing tool was designed to be simple and user-friendly for hotel partners, so I needed to incorporate additional steps into the ad/listing creation process without increasing the overall cognitive load.
Old Solution Issues
Lacked a meaningful rewards element that could help drive loyalty and repeat bookings.
Hotel partners had limited options to directly incentivize travelers, leading to lower engagement with the tool.
Without a reward system, travelers had fewer reasons to consistently choose hotel listings through Expedia, as many competitors were already offering loyalty perks.
Absence of customizable reward options made it harder for hotel partners to stand out, resulting in missed opportunities to drive bookings through strategic offers.
diving into discovery
Diving into discovery
From Pain to Gain: Accelerator's Journey in Solving Partner Challenges
Initial research from our UX Research team laid out some of the pain points that partners experienced in their day to day activities, and how interacting with the Accelerator marketing tool can help them.
I like that we only pay when we get a booking.
I like that we only pay when we get a booking.
Maria Sanchez - Property Manager
Maria Sanchez - Property Manager
Key Insights
In high pressure, fast-paced roles, they often find themselves in reactive mode
Current Accelerator tool is intuitive.
Like that they only pay when they get a booking.
Some hotel partners rely heavily on Expedia for bookings
Those operating in highly competitive markets where ranking dramatically affects their bookings.
We need to fit into the existing pipeline of work processes for our partners to help them be proactive in their decision making around XLRs.
How can we encourage partners to be proactive rather than reactive with their accelerators?
the people we design for
The people we design for
Emily's Journey:
From Pain Points to UX Triumphs
Meet Emily and learn about her goals and pain points.
emily johnson
Hotel Property Manager
"I want to use the Accelerator marketing tool to boost our hotel listings on the Expedia website"
"I want to use the Accelerator marketing tool to boost our hotel listings on the Expedia website"
"I want to use the Accelerator marketing tool to boost our hotel listings on the Expedia website"
goals and needs
I want to increase the visibility and bookings for my hotel property on Expedia.
I need a tool that can efficiently manage and optimize my hotel listings on Expedia.
I want to attract more guests by showcasing the unique features and amenities of my hotel.
I need to stay competitive in the market by continuously improving my hotel's online presence.
I want to generate positive reviews and ratings for my hotel to build trust and credibility.
I need to track and analyze the performance of my hotel listings on Expedia.
goals and needs
I want to increase the visibility and bookings for my hotel property on Expedia.
I need a tool that can efficiently manage and optimize my hotel listings on Expedia.
I want to attract more guests by showcasing the unique features and amenities of my hotel.
I need to stay competitive in the market by continuously improving my hotel's online presence.
I want to generate positive reviews and ratings for my hotel to build trust and credibility.
I need to track and analyze the performance of my hotel listings on Expedia.
goals and needs
I want to increase the visibility and bookings for my hotel property on Expedia.
I need a tool that can efficiently manage and optimize my hotel listings on Expedia.
I want to attract more guests by showcasing the unique features and amenities of my hotel.
I need to stay competitive in the market by continuously improving my hotel's online presence.
I want to generate positive reviews and ratings for my hotel to build trust and credibility.
I need to track and analyze the performance of my hotel listings on Expedia.
Tasks and activities
Create and update compelling descriptions and images for each hotel listing on Expedia.
Optimize pricing and availability information to attract guests and maximize revenue.
Monitor and respond to guest reviews and inquiries on the Expedia platform.
Analyze competitor listings and strategies to identify areas for improvement.
Utilize marketing tools and features provided by Expedia to enhance the visibility of my hotel.
Manage multiple hotel properties and their respective listings on Expedia.
Tasks and activities
Create and update compelling descriptions and images for each hotel listing on Expedia.
Optimize pricing and availability information to attract guests and maximize revenue.
Monitor and respond to guest reviews and inquiries on the Expedia platform.
Analyze competitor listings and strategies to identify areas for improvement.
Utilize marketing tools and features provided by Expedia to enhance the visibility of my hotel.
Manage multiple hotel properties and their respective listings on Expedia.
Tasks and activities
Create and update compelling descriptions and images for each hotel listing on Expedia.
Optimize pricing and availability information to attract guests and maximize revenue.
Monitor and respond to guest reviews and inquiries on the Expedia platform.
Analyze competitor listings and strategies to identify areas for improvement.
Utilize marketing tools and features provided by Expedia to enhance the visibility of my hotel.
Manage multiple hotel properties and their respective listings on Expedia.
pain points
Keeping track of changes and updates in Expedia's policies and algorithms.
Managing multiple tasks and responsibilities while running a hotel business.
Dealing with negative reviews or feedback from guests on the Expedia platform.
Finding the right balance between competitive pricing and maximizing revenue.
Staying ahead of competitors and maintaining a strong market position.
Navigating the complex features and settings of the Accelerator marketing tool on Expedia.
pain points
Keeping track of changes and updates in Expedia's policies and algorithms.
Managing multiple tasks and responsibilities while running a hotel business.
Dealing with negative reviews or feedback from guests on the Expedia platform.
Finding the right balance between competitive pricing and maximizing revenue.
Staying ahead of competitors and maintaining a strong market position.
Navigating the complex features and settings of the Accelerator marketing tool on Expedia.
pain points
Keeping track of changes and updates in Expedia's policies and algorithms.
Managing multiple tasks and responsibilities while running a hotel business.
Dealing with negative reviews or feedback from guests on the Expedia platform.
Finding the right balance between competitive pricing and maximizing revenue.
Staying ahead of competitors and maintaining a strong market position.
Navigating the complex features and settings of the Accelerator marketing tool on Expedia.
Opportunities and features
Automated email campaigns to engage past guests and attract repeat bookings.
Dynamic pricing suggestions based on real-time market demand and competitor analysis.
Performance dashboards with key metrics and insights to track the effectiveness of marketing efforts.
Promotion creation and scheduling tools for running time-limited offers and deals.
Intelligent reporting and analytics features to extract actionable insights from performance data.
Collaboration features for effective communication and task management within the hotel team.
Opportunities and features
Automated email campaigns to engage past guests and attract repeat bookings.
Dynamic pricing suggestions based on real-time market demand and competitor analysis.
Performance dashboards with key metrics and insights to track the effectiveness of marketing efforts.
Promotion creation and scheduling tools for running time-limited offers and deals.
Intelligent reporting and analytics features to extract actionable insights from performance data.
Collaboration features for effective communication and task management within the hotel team.
Opportunities and features
Automated email campaigns to engage past guests and attract repeat bookings.
Dynamic pricing suggestions based on real-time market demand and competitor analysis.
Performance dashboards with key metrics and insights to track the effectiveness of marketing efforts.
Promotion creation and scheduling tools for running time-limited offers and deals.
Intelligent reporting and analytics features to extract actionable insights from performance data.
Collaboration features for effective communication and task management within the hotel team.
from start to satisfaction
A journey map helped me understand the process Emily would go through to reach her goal and how she would feel at the time. This process allows me to find more pain points and make sure that my design will really help her.
storyboarding the solution
I created a Storyboard to dive into what a hotel partner experiences daily. This also helps me understand a user's motivations and how they interact with the tool.
ideation station
From Sketches to Solutions: the Iterative Journey with Hotel Partners
exploration through wireframes and comps
I created initial wireframes and iterations of those wireframes designing various options to find a solution. As I went through the iterations, we tested these stakeholders, but also conducted another round of usability testing to get feedback from actual hotel pattners.
solution
The Visual Journey:
From Concept to Reality
Some before and after screens from the initial release.
BEFORE
AFTER
To address the issues uncovered during our research, I focused on keeping the UI intuitive and straightforward and reducing overall cognitive load.
Key solutions included:
Cognitive Load Reduction: For the OneKeyCash Accelerator landing page, I implemented cognitive load reduction techniques by using icons as bullet points and a minimalist table. This approach allows users to quickly scan and absorb key information about the program without feeling overwhelmed. By simplifying the presentation, I made it easier for users to focus on the essentials, enhancing both comprehension and the overall user experience.
Progressive Disclosure: I applied progressive disclosure to the OneKeyCash feature within the Accelerator. By default, the feature is toggled off to prevent overwhelming users with excessive information upfront. This approach maintains a clean and straightforward interface for new users, while offering more advanced users the ability to unlock additional functionality as needed. Once the OneKeyCash portion is toggled on, users can choose to add this feature to their Expedia listing, enhancing their control and engagement without sacrificing simplicity.
Delighters: I introduced an Interactive Slider as a delighter to enhance the user experience. This feature allows users to visually compare how their listing, using the OneKeyCash feature, performs in comparison to hotel partners who have not integrated the OneKeyCash functionality. By providing this comparative insight, the tool helps users better understand the value and impact of OneKeyCash, further driving engagement and decision-making.
Loss Aversion: I introduced an 'Accelerator Summary' to the overall Accelerator experience, which provides users with a clear overview of their selections before they proceed. This leverages the concept of Loss Aversion, giving users a crucial moment to review their choices and reduce the anxiety of making mistakes. By simplifying decision-making and minimizing potential regret, the feature enhances user confidence and helps them feel more in control, ultimately improving the overall experience.
native app expedia brands Explorations
Some native app screens designed for Expedia brands which included Hotels.com and VRBO.
impact
Unlocking Success: OneKeyCash Accelerators Drive $99.8M in Partner Bookings
This project was
a tremendous
success.
This project was
a tremendous
success.
$4M
$4M
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
$99.8M
$99.8M
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
test
After the initial release we tested the tool with partners again and showed them another option to get their feedback and iterate on the design once more.
Bringing Value to Travelers and Hotel Partners:
Integrating One Key Cash Rewards into Expedia’s Accelerator Tool
Expedia’s mission to make travel more rewarding took a significant leap forward with the introduction of the One Key Cash Rewards program. However, the challenge was to integrate this loyalty program seamlessly into the Accelerator marketing tool, a crucial system used by hotel partners like Hilton and Marriott to increase visibility and bookings on the platform. By designing a smooth integration of rewards into this tool, Expedia enabled hotel partners to incentivize travelers to book through their listings, increasing overall engagement and satisfaction. This integration not only strengthened partner relationships but also enriched the travel experience by offering tangible rewards to customers with every booking.
Through careful research, prototyping, and collaboration, the team successfully brought the rewards program into the Accelerator tool, resulting in an enhanced product that benefitted both hotel partners and travelers, driving loyalty and engagement on the platform.
The project had two main goals:
Engage travelers in the One Key Loyalty economy by maximizing value to travelers.
Foster partner excellence and strengthen relationships by rewarding great partners with additional value.
team
Product Owner
Lead Designer (me)
Developers
UX Researchers
PROJECT OBJECTIVES
One Key to Rule Them All: Revolutionizing Travel Rewards for Both Sides of the Journey
The primary goal of this project was to integrate the OneKeyCash Rewards program into Expedia’s Accelerator marketing tool in a way that provided mutual benefits for both hotel partners and travelers. The focus was on achieving the following KPIs:
goals
1
Measure
Measure the conversion of OneKeyCash Accelerators created, compared to partners who just create regular Accelerators.
2
Increase
By offering a customizable tool that allowed hotel partners to reward travelers, we aimed to increase the number of partners actively using the Accelerator tool.
3
Measure
Encouraging more bookings through Expedia by offering travelers the ability to earn rewards with every trip, targeting a 15% increase in overall bookings within six months of launch.
4
Reduce
Reduce the need for customer support engagement.
the problem
Balancing Complexity and Simplicity:
The Quest for Seamless Rewards Integration
The challenge was two-fold: the technical integration of a robust rewards system into an existing marketing tool and ensuring that this new feature was intuitive and easy for hotel partners to adopt. Hotel partners, such as Hilton and Marriott, needed a simple, flexible way to customize reward offers without being burdened by a complex interface. Additionally, travelers had to easily understand how to earn and redeem rewards, which required thoughtful UX design to prevent confusion and encourage engagement.
The Accelerator marketing tool was designed to be simple and user-friendly for hotel partners, so I needed to incorporate additional steps into the ad/listing creation process without increasing the overall cognitive load.
Old Solution Issues
Lacked a meaningful rewards element that could help drive loyalty and repeat bookings.
Hotel partners had limited options to directly incentivize travelers, leading to lower engagement with the tool.
Without a reward system, travelers had fewer reasons to consistently choose hotel listings through Expedia, as many competitors were already offering loyalty perks.
Absence of customizable reward options made it harder for hotel partners to stand out, resulting in missed opportunities to drive bookings through strategic offers.
diving into discovery
From Pain to Gain: Accelerator's Journey in Solving Partner Challenges
Initial research from our UX Research team laid out some of the pain points that partners experienced in their day to day activities, and how interacting with the Accelerator marketing tool can help them.
I like that we only pay when we get a booking.
Maria Sanchez - Property Manager
Key Insights
In high pressure, fast-paced roles, they often find themselves in reactive mode
Current Accelerator tool is intuitive.
Like that they only pay when they get a booking.
Some hotel partners rely heavily on Expedia for bookings
Those operating in highly competitive markets where ranking dramatically affects their bookings.
We need to fit into the existing pipeline of work processes for our partners to help them be proactive in their decision making around XLRs.
How can we encourage partners to be proactive rather than reactive with their accelerators?
the people we design for
Emily's Journey:
From Pain Points to UX Triumphs
Meet Emily and learn about her goals and pain points.
emily johnson
Hotel Property Manager
"I want to use the Accelerator marketing tool to boost our hotel listings on the Expedia website"
goals and needs
I want to increase the visibility and bookings for my hotel property on Expedia.
I need a tool that can efficiently manage and optimize my hotel listings on Expedia.
I want to attract more guests by showcasing the unique features and amenities of my hotel.
I need to stay competitive in the market by continuously improving my hotel's online presence.
I want to generate positive reviews and ratings for my hotel to build trust and credibility.
I need to track and analyze the performance of my hotel listings on Expedia.
Tasks and activities
Create and update compelling descriptions and images for each hotel listing on Expedia.
Optimize pricing and availability information to attract guests and maximize revenue.
Monitor and respond to guest reviews and inquiries on the Expedia platform.
Analyze competitor listings and strategies to identify areas for improvement.
Utilize marketing tools and features provided by Expedia to enhance the visibility of my hotel.
Manage multiple hotel properties and their respective listings on Expedia.
pain points
Keeping track of changes and updates in Expedia's policies and algorithms.
Managing multiple tasks and responsibilities while running a hotel business.
Dealing with negative reviews or feedback from guests on the Expedia platform.
Finding the right balance between competitive pricing and maximizing revenue.
Staying ahead of competitors and maintaining a strong market position.
Navigating the complex features and settings of the Accelerator marketing tool on Expedia.
Opportunities and features
Automated email campaigns to engage past guests and attract repeat bookings.
Dynamic pricing suggestions based on real-time market demand and competitor analysis.
Performance dashboards with key metrics and insights to track the effectiveness of marketing efforts.
Promotion creation and scheduling tools for running time-limited offers and deals.
Intelligent reporting and analytics features to extract actionable insights from performance data.
Collaboration features for effective communication and task management within the hotel team.
from start to satisfaction
A journey map helped me understand the process Emily would go through to reach her goal and how she would feel at the time. This process allows me to find more pain points and make sure that my design will really help her.
storyboarding the solution
I created a Storyboard to dive into what a hotel partner experiences daily. This also helps me understand a user's motivations and how they interact with the tool.
ideation station
From Sketches to Solutions: the Iterative Journey with Hotel Partners
exploration through wireframes and comps
I created initial wireframes and iterations of those wireframes designing various options to find a solution. As I went through the iterations, we tested these stakeholders, but also conducted another round of usability testing to get feedback from actual hotel pattners.
solution
The Visual Journey:
From Concept to Reality
Some before and after screens from the initial release.
BEFORE
AFTER
To address the issues uncovered during our research, I focused on keeping the UI intuitive and straightforward and reducing overall cognitive load.
Key solutions included:
Cognitive Load Reduction: For the OneKeyCash Accelerator landing page, I implemented cognitive load reduction techniques by using icons as bullet points and a minimalist table. This approach allows users to quickly scan and absorb key information about the program without feeling overwhelmed. By simplifying the presentation, I made it easier for users to focus on the essentials, enhancing both comprehension and the overall user experience.
Progressive Disclosure: I applied progressive disclosure to the OneKeyCash feature within the Accelerator. By default, the feature is toggled off to prevent overwhelming users with excessive information upfront. This approach maintains a clean and straightforward interface for new users, while offering more advanced users the ability to unlock additional functionality as needed. Once the OneKeyCash portion is toggled on, users can choose to add this feature to their Expedia listing, enhancing their control and engagement without sacrificing simplicity.
Delighters: I introduced an Interactive Slider as a delighter to enhance the user experience. This feature allows users to visually compare how their listing, using the OneKeyCash feature, performs in comparison to hotel partners who have not integrated the OneKeyCash functionality. By providing this comparative insight, the tool helps users better understand the value and impact of OneKeyCash, further driving engagement and decision-making.
Loss Aversion: I introduced an 'Accelerator Summary' to the overall Accelerator experience, which provides users with a clear overview of their selections before they proceed. This leverages the concept of Loss Aversion, giving users a crucial moment to review their choices and reduce the anxiety of making mistakes. By simplifying decision-making and minimizing potential regret, the feature enhances user confidence and helps them feel more in control, ultimately improving the overall experience.
native app expedia brands Explorations
Some native app screens designed for Expedia brands which included Hotels.com and VRBO.
impact
Unlocking Success: OneKeyCash Accelerators Drive $99.8M in Partner Bookings
This project was
a tremendous
success.
$4M
Within the first six months of launching this feature, Expedia achieved over $4 million in spending.
$99.8M
In gross booking value (GBV) from partner properties utilizing the OneKeyCash Accelerators
test
After the initial release we tested the tool with partners again and showed them another option to get their feedback and iterate on the design once more.