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Key Problem Areas Identified: Users were abandoning their shopping sessions to seek pricing information elsewhere Low sign-up rates prevented sales teams from capturing qualified leads Usability friction was creating trust issues around pricing The platform didn't support returning users' mental models for price comparison shopping (especially if their session timed out) Lack of pricing transparency was undermining user confidence","overrideKey":"170:5940","absoluteBoundingBox":{"x":6814.25,"y":1527.904296875,"width":950.0,"height":429.0},"isolatedAbsoluteRenderBounds":{"x":6814.25,"y":1533.604248046875,"width":943.130859375,"height":422.0999755859375},"relativeTransform":[[1.0,0.0,5.0],[0.0,1.0,20.0]],"size":{"x":950.0,"y":429.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"paragraphSpacing":[{"type":"VARIABLE_ALIAS","id":"VariableID:70736dfeb7ef04aaa40d14a9e7ec50a881e58ca1/703:0"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5],"characters":"Arrivia's D2C travel platform was experiencing significant conversion friction that was directly impacting our sales pipeline. 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D2C travel platform was experiencing significant conversion friction that was directly impacting our sales pipeline. 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Key Problem Areas Identified: Users were abandoning their shopping sessions to seek pricing information elsewhere Low sign-up rates prevented sales teams from capturing qualified leads Usability friction was creating trust issues around pricing The platform didn't support returning users' mental models for price comparison shopping (especially if their session timed out) Lack of pricing transparency was undermining user confidence","overrideKey":"170:5935","absoluteBoundingBox":{"x":6494.25,"y":1388.904296875,"width":1270.0,"height":348.0},"isolatedAbsoluteRenderBounds":{"x":6494.25,"y":1394.604248046875,"width":1230.7080078125,"height":341.0999755859375},"relativeTransform":[[1.0,0.0,5.0],[0.0,1.0,0.0]],"size":{"x":1270.0,"y":348.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"paragraphSpacing":[{"type":"VARIABLE_ALIAS","id":"VariableID:70736dfeb7ef04aaa40d14a9e7ec50a881e58ca1/703:0"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5],"characters":"Arrivia's D2C travel platform was experiencing significant conversion friction that was directly impacting our sales pipeline. 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Rather than pursuing disruptive redesigns, I implemented a research-driven approach that identified high-impact, low-effort improvements—focusing on upfront pricing transparency, streamlined sign-up processes, and trust-building elements. By aligning UX research with existing development cycles and business priorities, we achieved a 6.1% increase in user sign-ups while establishing a repeatable framework for rapid optimization, and prioritization clarity for our 18mo roadmap that demonstrated Design's strategic value to executive leadership. Role: Led discovery, design, led the UX Department, Key Product Channels (Product Manager) and handoff to the Sprint team as Executive Director. Key Stakeholders: I reported requirements and progress to the CPO, CMO, CTO and CXO. Each leader had a vested interest for revenue, lead gen, implementation and sales enablement. Timeline: 6 month project from inception to production release. Key Problem to Solve: Transition trust from a price compare site to a shopping and converting site. Key Tools and Skills: Researcher on GA4, Clarity and Crazy Egg to gather quantitative insights. Empathy for our members who want to use their benefits, and inspired travelers who want a good deal. UX collaborator with my team drafting patterns, wireframes and final deliverables. 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Rather than pursuing disruptive redesigns, I implemented a research-driven approach that identified high-impact, low-effort improvements—focusing on upfront pricing transparency, streamlined sign-up processes, and trust-building elements. By aligning UX research with existing development cycles and business priorities, we achieved a 6.1% increase in user sign-ups while establishing a repeatable framework for rapid optimization, and prioritization clarity for our 18mo roadmap that demonstrated Design's strategic value to executive leadership. Role: Led discovery, design, led the UX Department, Key Product Channels (Product Manager) and handoff to the Sprint team as Executive Director. Key Stakeholders: I reported requirements and progress to the CPO, CMO, CTO and CXO. Each leader had a vested interest for revenue, lead gen, implementation and sales enablement. Timeline: 6 month project from inception to production release. 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