Travel + Lifestyle App

Launching a dynamic native app for a multi-billion dollar travel booking platform in iOS and Android

Travel

Fintech

Travel + Lifestyle App

Launching a dynamic native app for a multi-billion dollar travel booking platform in iOS and Android

Challenge

Customers could only book travel by navigating through multiple layers of their banking app to access web views of a 3rd party vendor. Serious downsides included:

Added friction and financial sector security timeouts requiring re-authentication
Limited personalization due to data-sharing restrictions with the 3rd party
Marketing placements competing with internal products for visibility

Results

I led content design and partnered in visual design from ideation through launching an internal pilot.

As the most experienced designer with our travel products, I ensured this new app:

Balanced KPIs across verticals
Added meaningful value for customers
Breezed through legal review

0 > 1

in under a year

Rapid Iteration

+ weekly executive reviews

for business cardholders

Gold Standard

for process + partnership

Dynamic User Journeys

A key differentiator for the app vs. the web booking experience is the capacity to meet users where they are by providing relevant content at each stage of their journey. I provided my product partners with a prioritized list of opportunities that would simplify planning for customers while increasing conversion.

This content could appear in multiple placements including:

Push notifications
In-app snackbars/messages
The Book page bottom sheet (visible at sign-in)

Evolving Information Architecture

Like any other part of product design, IAs require thoughtful alignment to balance user needs with business goals. I created and tree tested four variations, and then two improved options based on the initial user feedback.

As with all of my work, the IAs I drafted accounted for vision-state content to ensure a scalable build. This foundational investment prevents tech and design debt as we continue to expand the product.

Considerations included:

Reserving bottom nav space for a future 5th tab
Tech constraints limiting content at launch
Addressing competing desire for visibility between different product teams

Creative Problem Solving

My initial designs included robust "travel benefits" content to elevate product val props and familiarize users with the platform’s many innovative, but underused, features. Timelines and tech constraints led to leadership planning to cut the section entirely until I offered a thoughtful compromise.

Working with my design partner, I had already developed a TikTok inspired slideshow highlighting many of the product features for users who downloaded the app without a qualifying credit card.

Creative Problem Solving

My initial designs included robust "travel benefits" content to elevate product val props and familiarize users with the platform’s many innovative, but underused, features.

Timelines and tech constraints led to leadership planning to cut the section entirely until I offered a thoughtful compromise.

Working with my design partner, I had already developed a TikTok inspired slideshow highlighting many of the product features for users who downloaded the app without a qualifying credit card.

I made two simple modifications to add more value for active users:

Including an FAQ secondary button that opened a simple bottom sheet offering more in-depth helpful content
Changing the primary CTA to drive to booking instead of getting a travel card

With that, this experience found a second home within the "About Brandname Travel" component that headlines the Account page and appears for new users on the Book page bottom sheet.

From teamwork strategies to project-management rituals, there is so much more that went into this project and I’m always excited to share!

I made two simple modifications to add more value for active users:

Including an secondary FAQ button for a bottom sheet offering more in-depth, helpful content
Changing the primary CTA to drive to booking instead of getting a travel card

With that, this experience found a new home within the "About Brandname Travel" component headlining the Account page.

From teamwork strategies to project-management rituals, there is so much more that went into this project and I’m always excited to share!

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