Senior Product Designer — Strategy, Research, UX, UI, Experimentation
Delivering end to end solutions for a white-label loyalty and e-commerce travel booking platform for hotels, car hire and experiences across Aer Lingus, British Airways, Iberia, Avios. This work balanced branded booking journeys and scalable promotional systems for conversion
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UI/UX END TO END BOOKING FLOWS
CHATBOT DESIGN
UX RESEARCH & UNMODERATED TESTING
PROTOTYPING, WIREFRAMES & COMPONENT LIBRARIES
DATA ANALYSIS : HOTJAR, GOOGLE ANALYTICS
IDEATION WORKSHOPS WITH PRODUCT TEAMS
PRESENTATIONS WITH STAKEHOLDERS
- Designed flows for British Airways, Aer Lingus and Avios including design system libraries for Hotels, Car Hire and Experiences
- Led the design of a Avios booster strip enabling users to boost Avios at payment including validation through testing and research
- Strikethrough pricing, bonus Avios and enhanced earn rate integration across product cards, details, basket and checkout
- Designs for upsells such as hotel upgrades, car hire extras
- Chatbot service design for British Airways and Aer Lingus MVP
- Digital wallets such as Apple, Google Pay with transparent pricing solutions for property fees, VAT and taxes information integrated and defined throughout the flow.
- Enhancements across search, maps, booking, and checkout, payment, order history, confirmation (including confetti! animation) from data insights, user testing and experimentation to improve usability and conversion rates.
- Defined multi product booking emails for hotels, car hire and experiences MVP.
- Map optimisation for hotel search results
- Mini basket exploration to improve usability when adding multiple items
Joining at MVP stage, I helped scale the platform through design systems, shared component libraries rebranding end to end flows for multiple airline partners. I delivered end-to-end desktop and mobile solutions including promotions, upsells, booking and refund flows, express payments, multi-product email journeys and a CMS-driven homepage, while validating features through user testing and A/B experimentation.
I also designed clear UX solutions for API-driven inventory, complex pricing solutions from partners such as Expedia, Avis and Viator, designing for commercial optimisation and growth.
Projects includes end to end branded British Airways flows and rebrands for Avios. Defining logic and integration for a promotions service and a content managed homepage to surface high value inventory.
A white label product could be re-branded for each airline partner. By swapping out Aer Lingus components to utilise British Airways versions, entire flows could be replicated and launched at speed using design systems.
A balance booster strip was added to the hotel booking flow, and beat the conversion metrics 4x. New features with validation and research can hit conversion KPI's and deliver results.
See case study
Designs for the balance booster product for British Airways, and later rebranded for Avios
Avios had a powerful but underutilised Booster product that allowed members to multiply the Avios they earned on transactions by paying an additional cash amount.
While Booster delivered high value to users, it suffered from low awareness, poor discoverability and friction-heavy access, limiting both adoption and revenue.
This project integrated Booster directly into the hotel booking checkout flow to increase:
- Avios issuance
- Conversion to Booster
- Average order value
- Long-term customer loyalty
Strategy
- Introduce Booster at the moment of purchase intent, when users are emotionally invested and comparing payment options.
Methods for discovery and validation:
- A/B testing on live platform (50% exposed vs control)
- Concept usability testing with BAEC members
- Interactive prototypes tested:
- Add-on radios, sliders
- Rounding-up mechanisms
- Modal-based forced decisions
- Embedded booster strips
To validate the product firstly it was launched as an experiment shown to 50% of users to gauge appetite. The strategy was defined after testing multiple prototypes with users through a product demo event called Insight at Night, and through user testing with prototypes.
Key Learning
Users strongly preferred:
- Large, high-value boosts
- Simple decision options (1×, 2×, 3× boosts)
- Seeing Booster at the basket/payment stage, not earlier
- Non-intrusive presentation
- They rejected rounding-up mechanics and dark-pattern modals that forced decisions.
User Value Created
- Reach Avios travel goals faster
- Feel greater value per booking
- Increased emotional attachment to Avios
- More repeat bookings across hotels, cars, experiences
- Stronger brand advocacy
Final UX solution: Embedded Booster Strip (Launched)
Placed directly beneath the hotel basket card on the payment page:
- Shows Avios earned
- Presents 3 clear boost options:
Boost 1×, Boost 2×, Boost 3× - Optional CTA — no forced choice
- Anchored visually to payment decision moment
- Transparent terms & Avios delivery clarity
This respected user trust while optimising business outcomes.
Business Value Created
- Increased revenue per transaction
- New monetisation layer within hotels
- Higher retention and cross-product usage
- Elevated awareness of Avios across all travel verticals
- Stronger loyalty loop created
Results:
- 4× increase in Booster conversion and added order value
- Increased Avios issuance and customer loyalty
Defined and simplified complex booking, pricing, and payment structures— including pricing ladders, wallets, taxes and fees and multi-product baskets—while ensuring alignment with regulatory, legal, and business requirements.
The homepage was identified as a key opportunity to inspire users, showcase promotional inventory, recommend destinations, and educate customers on the value of Avios. I led the redesign of the landing page structure and defined a flexible set of components to effectively merchandise high-margin hotel inventory while clearly communicating the Avios proposition. The solution balanced user needs for inspiration and clarity with business goals around conversion and margin growth.
See case study
Improving Hotel Map Search to Drive Conversion.
Users frequently interacted with the hotel map during search, but this engagement wasn’t translating into conversions. The goal was to improve the map experience across desktop and mobile to better support discovery and booking decisions.
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Building a Scalable Promotions Service to Drive Conversion.
We believed that introducing targeted promotions on high-margin inventory would increase gross margin and conversion rates. In particular, offering Bonus Avios and enhanced earn-rate promotions on high-margin hotels—alongside Expedia strikethrough pricing—which would strengthen perceived value and encourage booking.
This was integrated across Hotels, experiences and Car hire
See case study
