Vision: Reimagining the search experience resulted in execs buy-in
Using strategic storytelling and prototyping, I created a well-received search vision that resulted in executive buy-in for three new work-streams and a projected +2% conversion for improving trip discovery and planning.
ROLE
COMPANY
Expedia
TYPE OF INITIATIVE
Vision
TEAM
2 Product Designers, 1 User Researcher, 2 Product Managers, 2 Software Engineers, 4+ cross-program stakeholders
RESPONSIBILITIES
Discovery, Vision: product strategy & design experience, Executive presentation
1
Vision
+3
Programs spun up
+2%
CVR opportunity
Trip planning can be stressful
Significant number of users do not have a specific destination in mind when they first decide to take a trip.
Expedia has always been a great transactional product, one where customers shop and book if they already know their trip specifics. But the search experience is too restrictive and not smart if customers do not know or have all the specifics.
Competitors also pay little focus to the trip discovery experience.
Making trip discovery and planning effortless and stress-free
Search conversion was at risk because majority of users do not have a specific destination in mind when they first decide to take a trip, but our product assumed they did. I used strategic storytelling and prototyping to narrate how important it is to 1) make search open so users can tell us what they’re looking for with as little or as much info as they have, 2) provide users ways to quickly find the best options for their trip, and 3) establish trust through every user interaction.
Impact: +3 work-streams, influencing product roadmap
“I really, really like it... it seems like an all in one place to put an entire trip together... I think it does a lot of the work for you by you telling it things you’re interested in... Overall it seems very simple to go through and plan a trip for yourself.” –Interviewee
The search vision resulted in executive buy-in, influencing the product roadmap, spinning up three work-streams to invest in an estimated +2% conversion opportunity.