The problems
EG already has 200+ partnerships across coupon, cashback and loyalty types.
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Instill confidence and delight in deal-savvy travelers to encourage booking
Grow partnership offerings to increase users and broaden traveler offerings
I was brought in to both improve existing and pilot new partnership intiatives across app, web, and mobile web.
Sample of EG corporate partners
We collaborated with 200+ partners across travel, banking, retail, and other industries. Offerings included cashback, coupon, and loyalty deals.
Detailing partner offerings through landing pages
Introducing Ticketmaster saved coupons
One way to gain new customers was to expand partner offerings, with Ticketmaster a prime candidate.
My design challenge was to convert an event booker from Ticketmaster into an Expedia trip booking.
This contract was positioned to yield $4M in bookings during 2026.
Business problem
Traveler problem
Untapped customer base, new and existing, for those who are traveling for events
After booking events, attendees have to find a hotel in a manner disconnected from their event
Designing iteratively: crawl, walk, and run
I designed the first iteration when the contract timeline showed we had just one quarter to deliver.
Surprise! Contracting extended the timeline 3 quarters, bringing further capacity and iterations:
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Crawl: focused on fast production with baseline deal clarity and search prominance
Walk: improved visual design to increase intent of travel booking with savings
Run: seamless integration with Home page where search is optimal, without intermediary page
Expanding value to EG's loyalty program
Expedia Group partnered with Perplexity and Condé Nast's paid subscriber groups to extend our travel offerings to partners' respective programs.
This brings greater travel discounts and perks from EG's Silver or Gold tiers to partners: competitive pricing, perks, and more. Reciprocally, EG gains users.
Business problem
Traveler problem
EG wanted One Key members to engage with partners beyond a one-time booking
Customers of partner brands found higher EG loyalty tiers unfamiliar or difficult to attain
Example: Perplexity Comet Browser to Expedia
I created landing experiences that informed and excited users from partner traffic about the Expedia loyalty tier upgrade.
Scaling landing pages: Patterns and AI
Partner-specific campaigns generated high revenue and branding impact!
Yet EG needs more landing pages that can be easily scaled. Plus disparate campaign experiences lowers traveler trust in consistency and quality.
We looked at the problem in 2 ways: scalable design patterns and AI-assisted processes.
Business problem
Traveler problem
Without scaled, tested patterns, landing pages are effortful to create but not very performant
Inconsistent landing pages across 200+ partners lowers trust at a critical moment in the funnel
Scaling visual patterns
Today's landing pages are visually inconsistent and convert suboptimally.
I was tasked to refine visual identity and restructure the information hierarchy of web landing pages for coupon and cashback partners.
Redesigned landing pages for example coupon and cashback partners
Scaling with AI
Even with templated landing pages, it was still a slow, manual process for our Account Manager and Business Development teammates to launch dependency landing pages.
During a multi-day hackathon, my team launched an AI tool to simplify and expedite landing page creation by an estimated 80%.
A business user can add in brand assets and edit campaign details to launch publishable landing pages in minutes!
Working demo shown below.
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Functional demo co-created by 2 designers, Figma Make and 4 engineering partners
Increasing revenue from deal-based shopping
Business problem
Traveler problem
EG saw high drop-off in the shopping flow for deal-savvy travelers
Travelers lack the confidence, context, and delight of deal continuity from partner sources
Partner shopping optimization
I designed the end-to-end flow for discount-minded travelers coming from external deal pages to Expedia. The main focus is conversion, with solutions scaling across app, web, and mweb.
The flow needs to instill confidence the deal is applied correctly and delight about the offer.
Core app shopping flow
Before, travelers landed from a partner page (e.g. Bank of America) onto Expedia with no additional context, only hoping their deal will apply correctly.
Adding reassurance visuals across key shopping touchpoints ultimately tested a 2% conversion gain.
Bank of America flow extract on app
Alignment across funnel teams
Given our workstream touches many verticals like Home, Shopping, and Checkout. I invested time in sharing iterative designs that intersect domains. Alignment took persistance and creativity to reach, but it was all worthwhile at product launch.
Current state did not indicate partner coupon eligibility for pay now
Initial proposal emphasized Pay now with auto-select with header messaging, with feedback it was too prominant
Aligned design always ordered Pay Now first, kept the subtle coupon note, and made Pay at property secondary
Designing for exception cases
This apparently simple flow comes with nuanced business and legal logic. For instance, I added clarity around the restriction: travelers cannot use both cashback and coupons in the same purchase.
The "Use a coupon" CTA is reduced for cashback, with guiding messages placed contextually
Increasing deal-based cart value
Our team designed for the coupons of tomorrow: travelers who spend more can save more.
This encourages travelers to book higher value rooms or extend stay duration, which generates more revenue for Expedia. The traveler reciprocally unlocks higher saving tiers.
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When designing this flow, I was also thoughtful to present the offer tiers as encouraging spend without overcomplicating pricing math.
Key touchpoints from one of two conditional offer flow variants
AI-powered animation to show concept of delight
I pushed the visual design boundaries, presenting bold new concepts to gamify delight of coupons discovery and redemption. AI tools enabled more high-fidelity and complex experiences.
Concept created using Figma Make for coupon graphic, Google Gemini for image generation, and Adobe Firefly for animation
