WEB REDESIGN AND PERFORMANCE
From Pages to Systems: Redesigning the Site
+70% Click through rate to the checkout flow +10% Reservations
TIMEFRAME
Feb 2025 - Dec 2025
MY ROLE Product Designer
SKILLS
Product Design
Product Strategy
Design System
Prototyping
Documentation
TEAM
Product Manager
Project Manager
Software Engineers (4)
Overview
Led key design initiatives during a full website redesign and migration to the Contentful CMS. This included creating new pages and features that drove a 10% increase in monthly online reservations, generating an additional $4.9M in monthly revenue, and reducing checkout bounce rates by 4%. I also built and maintained a comprehensive Figma design system to ensure visual and functional consistency across all updated pages.
One of the most impactful improvements was the new homepage, which boosted click-through rates to checkout by 70% and doubled mobile trip-search engagement—significantly enhancing the user experience and contributing directly to overall revenue growth.
Challenge
Redesign the site, fix the broken mobile experience, while supporting a full CMS migration and ensuring improvements in engagement and conversion.
Goal
Boost conversions and engagement through a strategic website redesign and CMS migration.
Key Responsibilities
Challenges & Goals
Opportunities
Homepage: What are people clicking on?
12% of guests use the search bar
6.5% of guests click the featured destinations
5% of guests click the hero module CTA
Homepage: Where are people going?
13% of guests go into the booking flow
6% of guests go to a destination page
41% of guests bounce from the homepage
Who I Design For
Hypothesis
Key Solutions
Results
OVERALL
+10%
Monthly online reservations (resulting in an additional $4.9M revenue/month)
-4%
Monthly bounce rate from our check-out flow
NEW HOMEPAGE
+70%
Click through rate to the checkout flow
2x
Engagement with trip search for mobile users
Reflection
This project reinforced the importance of designing with mobile behaviors at the core of the experience. It also highlighted the value of clear hypotheses, strong documentation, and alignment across product, engineering, and content teams—especially during complex migrations. Most importantly, it demonstrated how thoughtful design in early user journeys can create substantial and measurable business impact.
