Setup

I joined TourRadar (roughly 200 employees) as a senior designer in order to help the team (one head, 3 researchers, 4 UX-UIs) tackle a broad redesign project. I was quickly promoted to a position of lead designer, focusing on design standards and design routines while the head of design focused on stakeholder buy-in and HR related topics.

What

My goal was to support the team with delivering a new version of both the mobile and desktop sites. In addition to that, we also had to plan and conceptualize a vision design study in order to convince stakeholders to push for more resources during the next round of funding. Finally, a dedicated weekly time was secured in order to mentor the more junior members of the team.

How

We conducted 20+ interviews and user tests, leveraged eye-motion tracking and collected usage and business data to discover leads for improvements, both from strategy, content, usability and branding perspectives. From these, the researchers and I derived a new user journey map and a detailed decision making process (why and how to go on holidays/tours). To make sense of these learnings and come up with original and elegant solutions, I personally ran two week-long design sprints with management, marketing and tech members.

Upon delivering vision designs, and step-by-step design implementations in order to progress towards these visions, we decided to create a brand new design system for our products, replacing the small design library that was used and modified up to that point. We set up a thorough A/B testing roadmap in order to ensure that every step was a definite improvement over the last one.

With the implementation of this new project, the company saw an improvement in all critical metrics (SEO rankings, pages visited, conversion rate optimization, drop in customer service contacts...) and enabled the company to survive and recover quickly from the Covid pandemic.

I took the efforts of catching up on design legacy to the next level, doing the groundwork for a healthy design system and focusing on creating a model to measure its impact on our business before onboarding our leaders on the project.

Organisation-wise, I implemented weekly design reviews and project retrospectives, in order to step up the team’s output quality.