Design + Marketing + Strategy
Design + Marketing + Strategy
Working to deliver a better user experience for our 15,000 members to drive more bookings on the site and convert interested visitors to join the club. I was one of three product designers in a company of over 500 employees.
While working on the website, I designed several new features, redesigned our homepages, introduced UX methods and was critical in engaging with our developers early and often to promote healthy cross-collaboration.
As well as some Process matters...
- Proposed moving into a sprint cycle to improve work output
- Implemented Zeplin to expedite the handoff process
- Organized design files in one system, Dropbox, to promote transparency
- Connected with the email team to review messaging with an outcome of improved consistency & better CX
- Implemented web accessible fonts that improve the user readability
- Established cross-department relationships throughout the company
- Assisted in the interview & hiring process for another designer
We saw a couple opportunities to improve searching for trips. The original language and search fields used in this component were relevant to the business, yet foreign to our members. Using research to justify our decision, we eliminated two fields completely to simplify the process. We identified a pattern that members just wanted to search for "where", "when", and "how many".
With the redesign of the homepages, we chose to focus on three different user types; new leads, registered, and members, as opposed to one type which was the standard in the past. Each user type had a different set of goals. I also pushed for our team to craft separate stories for each type.
We capitalized on the opportunity to add a level of personalization to each experience. This ranged from adding upcoming trip details for our members, using predictive intelligence to serve up recommended vacations, and testimonial videos based on user demographics. We also pulled in social media to let the public assist in telling our story.
When joining the team, we had both a mobile and desktop site. With every page design, I pushed that we design our site to be responsive. This would save our developers time and relieve their headache of managing multiple code bases.
Making payments mobile friendly was a no brainer in terms of increasing our bookings. We saw an immediate spike once released.
Redesigning the footer also lead to lower drop-off rates. Users continued to explore the site, rather than leave.