As Principal Product Designer, I spearheaded a continuous optimisation programme aimed at enhancing user experience and driving performance improvements.
Client
Luxtripper
Year
2022 - 2023
Services
Product Design
A/B Testing
Branding
CRO
Awards
19th Fast track 100
By establishing an A/B testing framework and running a robust experimentation program, we drove iterative, data-driven improvements. One such experiment led to a remarkable 357% increase in sales enquiries
At Luxtripper, I led initiatives to elevate the user experience across both internal systems and client-facing platforms, positioning design at the core of product evolution. One such experiment led to a remarkable 357% increase in sales inquiries, demonstrating the impact of strategic, low-resource optimizations on high-traffic pages.
Through rigorous user testing and data synthesis from tools like Mixpanel, Userbrain, Five-second tests and Google Analytics, the team developed actionable insights that translated into high-impact product improvements. Notably, these optimisations brought about significant advancements in user engagement, conversion rates, and customer satisfaction—outcomes that underscore my commitment to user-centred, data-guided design
By surfacing payment plans within the booking journey, we made them visible to the right audience, leading to a 99% increase in conversions
To increase conversions and enhance user engagement on Luxtripper’s website, we explored the effect of prominently displaying payment plan options, specifically targeting aspirational luxury travellers. Traditionally, Luxtripper believed that its high-end clientele, who are typically focused on premium holiday experiences, would not be primarily interested in flexible payment options.
A deeper analysis of user behaviour combined with competitor insights revealed a different story—one where affordability played a crucial role in decision-making. Our goal was to address a recurring issue highlighted in user feedback: exposure to Luxtripper’s payment options.
Introducing a design system & style guide was pivotal in improving Luxtripper’s design workflow and consistency.
As the sole member of the design team, I faced the challenge of managing growing design demands across multiple departments with limited resources. Non-designer colleagues often experienced delays waiting for design assets, which slowed development and introduced inconsistencies and teams proceeded without design support.
By establishing a unified set of guidelines, we enhanced efficiency, strengthened brand identity, and set the foundation for scalable growth, enabling faster and more cohesive product development.
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