British Airways / Avios
Avios hotels
Avios Car hire
Aer Lingus (require sign up)
Senior Product Designer — Strategy, Research, UX, UI, Experimentation
Over four years as a UX/UI Product Designer at International Airlines Group. 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.
UI/UX END TO END BOOKING FLOWS
BUILDING & MAINTAINING LIBRARY COMPONENTS
UX RESEARCH PLANS & UNMODERATED TESTING
PROTOTYPING & WIREFRAMES
DATA ANALYSIS : HOTJAR, GOOGLE ANALYTICS
IDEATION WORKSHOPS WITH PRODUCT TEAMS
PRESENTATIONS WITH STAKEHOLDERS
Projects included
- New feature: Avios booster enabling users to boost Avios earned with cash at basket
- 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
- Express payment experiences such as Google Pay with transparent pricing for property fees, VAT and taxes information
- Enhancements across search, booking, and checkout, order history, confirmation (including confetti! animation),
- emails for booking hotels, car hire and experiences.
- Map improvements for hotel results, chatbot widget
- Mini basket exploration
Joining at MVP stage, I helped scale the platform through branded booking journeys, shared component libraries and the Alto design system. 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 patterns for complex API-driven inventory and pricing from partners such as Expedia, Avis and Viator, designing solutions for commercial optimisation and growth.
Projects includes defining the look and feel of a promotions service, upsells, express payments, and a content managed homepage to surface high value inventory.
By introducing balance booster to the hotel booking flow, the conversion metrics beat the forecast 4x.
Driving Conversion, Loyalty & Order Value Through Value-Led UX.
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
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.
Strategy
Introduce Booster at the moment of purchase intent, when users are:
- Emotionally invested
- Comparing payment options
- More open to value-adding enhancements
- Position Booster as a value accelerator, not a sales add-on.
Discovery and validation
Methods used
- 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
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
This work balanced brand differentiation, scalability, and conversion, helping evolve the platform from MVP to a multi-partner, revenue-driving hotel and car hire marketplace with loyalty, an integrated promotions service to drive value.
Other routes explored using the headphone and how we can convey the spatial sound element with a circular device or Geodesic dome structure.
Typography
Looking for a modern technical typeface with a twist, the Y of the typography shape is inspired by a tuning fork, and the O is used to create a headphone emblem. I also explored joining the n and the y to mimic a soundwave. After much exploration, typeface Museo Moderno worked perfectly.
