As part of the design leadership team at Booking.com, I partner with design, product and tech leaders across the organisation to design user experiences for B2B and B2C products at scale. In my role I provide strategic direction, set standards and best practices for our community and tactically execute in key projects. I’m currently leading Booking.com’s design language transformation and the mobile app UX strategy. Among other projects, I’ve led large scale initiatives such as the design and implementation of Booking.com’s B2B Design System and the creation of a company wide product experience vision.
Some projects I’ve worked on
Building partner products at scale
Research, community building, design systems
The challenge
Developing a cohesive customer experience across multiple BU’s, 10+ interfaces and 60+ teams in a highly fragmented organisation.
My role
I was responsible for providing a unified view of our partners experience, improving our platform and driving the design community. My role consisted in teaming up with Product and Tech directors to define the UX agenda, drive the design community and tactically execute on key projects.
Approach
- Partner experience: Better understand the partner(s) day-to-day operations and overall experience with booking.com with the ultimate goal of reducing friction.
- Partner platform: Create a shared understanding of our platform, improve its underlying information architecture and rollout the partner design system.
- Partner community: Facilitate collaboration across multiple business units, roadmaps and agendas while maintaining an autonomous and engaged design community.
Top: Designers participating in a review exercise for the design system project. Bottom left: Examples of the partner web and app extranet. Bottom right: Extraction of blueprint covering the main actions from partners, guests, customer service and local agents including painpoints and opportunities of improvement.
Designing a vision for the Connected Trip
Design vision, strategic foresight, leadership
The challenge
Provide a unified product experience vision for Booking.com strategic approach to the connected trip that guide and inspire teams across the company while they plan and execute against their individual BU’s roadmaps and priorities.
My role
Drive the approach and project in a team of leads and principal designers acting as the connecting tissue with the organisation’s leadership. Identify opportunities and challenges, and translates them into use cases and solutions to shape and guide product design strategy while producing design artefacts to successfully communicate the connected trip vision.
Approach
- Environmental scanning: Document and analyse our current knowledge around the connected trip across the organisation to highlight gaps and key opportunities to address customer painpoints.
- Strategic framing: Create a strategic framework that identifies some of the challenges and opportunities that lie ahead and aligns with the ultimate goal of driving continued, long-term customer engagement with the Booking.com brand
- Visualisation and distribution: Create artefacts that help us successfully distribute and socialize the vision across the organization in a way that enable teams to easily engage and utilize the vision.
Images of different artifacts created for the vision work including: prototypes, documentation and blueprints of the travel experience.
Creating a unified design language for all Booking.com
Strategic alignment, brand experience, product modernisation
The challenge
Create a vocabulary that translated Booking.com brand identity into a cohesive customer experience across product and marketing channels. Provide a single source of truth that informs and guide teams in order to make our products and experiences that feel part of the same Booking.com family.
My role
Defining scope, planning and tactical execution. Forming and running the team. Strategic alignment with leadership. Design and product adoption strategy
Approach
- Define the language: Work with more than 100+ designers and writers across the organisation to create shared definitions on how our brand identity is expressed across our digital products to improve customer experience and brand recognition.
- Infuse the language: Define the implementation strategy and secure organisational buy-in including executive leadership from product and technology and kick off the implementation across our multiple channels and products.
- Scale the language: Provide documentation and guidelines for teams across Booking.com to implement the design language in their specific areas. Setting up support channels and reviews to ensure organisational support at scale.
Different pieces using the new design language for booking.com
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