expedia group

UX + platform product design


This new front-end platform product at Expedia Group is still under wraps, so I can only share the abstract of my work, and the process I used.


Catherine is the rare Visual Sr. UX Designer who combines intellectual curiosity, amazing design chops, and a strong work ethic to make big hairy goals a reality. As the Product Lead for a high visibility new front-end platform product at Expedia Group (EG), I directly managed Catherine for several months. Catherine quickly ramped up in a new domain and navigated a complex matrix organization all while iterating on user personas, user workflows, storyboards, and clickable prototypes in an agile design sprint environment. Perhaps our most memorable accomplishment was unveiling a five minute video showcasing the conceptual design and value proposition for the new front-end product to EG Product and Technology leadership. To say they were “wowed” is an understatement and a true testament to Catherine's ability to deliver a compelling video in a tight time frame.


Sneha Kumar, Sr. Product Manager


My Roles

Other Team Members


Tools Used




To start, I worked closely with Sneha, the Sr. Product Manager, to understand our constraints and resources. I asked questions and gathered information to understand the following questions better. The answers guided our north star vision.

• Why create a new product?

• Who is the product for?

• What problems need to be solved?

• Who is the competition in this space?

• What is the cost of creating this product?

• What is the price of doing nothing?





Next, I needed to know what content this new product would contain. I worked with the team and explored documentation and resources to understand the following questions:

• What content exists?

• What content needs to be created?

• How will it be built?

• Who will make it?

• How will it be evaluated?





Once the general content was established, I used card sorting, team feedback, and market research to develop the primary taxonomy for tier 1 and 2 navigation.





Because this is a new product, I had some freedom to create new design patterns. I distilled what is essential from Expedia’s Brand guidelines, and incorporated it with new buttons, icons, layouts, and UI elements. The goal was to keep Expedia’s Brand’s integrity and core elements while adding fresh designs, from current research and trends in the UX design industry.





The team conducted user interviews to understand the following better:

• What are your pain points?

• What do you need?

• How have other companies solved these issues?

• What would you do or recommend as a solution?





The team worked to synthesized several different flavors of users. From this, over a dozen personas were created. Each one highlighted their needs, frustrations, and what our new product offered them. An associated task flow was created for each persona to demonstrate how the new product would complete their task with ease.





I synthesized the findings from our research, personas, and task flows into a clickable high-fidelity prototype. I used existing content and created new content to make a realistic representation of the users’ experience.





We combined a written script and a clickable prototype to create a concise video presentation for stakeholder meetings. This proved to be an effective way to communicate the vision, receive feedback, and iterate quickly.





For our final pitch to the senior vice president and vice president, I created two video presentations. The first was a highlight reel of user interviews capturing their current frustrations and challenges. The second was an explainer video demonstrating the prototype and crafting a vision of how the new product would add value and solve problems. I assembled screen captures, motion graphics, music, and narration using Adobe After Effects, Audition, Premiere, and XD.





The pitch was successful, the project was funded, and it is currently in development.