$200M Pipeline Revenue < 6 months
+$200M Revenue into the pipeline by increasing D2C lead generation by 6.1% through minor UX improvements at Arrivia.
Full details in following Case Study.
The Challenge & Role
Arrivia's D2C travel platform was losing qualified leads due to pricing transparency issues and checkout friction, directly impacting the sales pipeline for their membership program.
Roles
Project Owner • Strategist • Product Manager • Project Manager • Lead Researcher • Collaborative UX Designer
Strategic Approach
Led a research-driven initiative focused on high-impact, low-effort improvements rather than disruptive redesigns. Through funnel analysis, user journey mapping, and competitive benchmarking, identified critical friction points where users abandoned sessions to seek pricing information elsewhere.
Cross-Functional Leadership
Coordinated seamlessly across Product, Engineering, Sales, and Marketing teams to implement rapid improvements within existing development cycles, ensuring alignment with broader business objectives.
Key Design Solutions:
- Upfront pricing transparency eliminating user uncertainty
- Streamlined sign-up processes for better lead capture
- Enhanced trust indicators and navigation patterns
- Standardized pricing block patterns across all travel products
Figure: Sketch of a product card, that was a co-design workshop held in sunny La Jolla, CA. After some professional development workshops with the team we focused on this project and resultant design hypothesis.
Measurable Impact:
- $200M in additional sales pipeline within 6 months
- 6.1% increase in user sign-ups through UX optimization
- Reduced funnel depth and improved conversion rates across touchpoints
- Established repeatable framework for rapid optimization
Strategic Value
Demonstrated design's direct impact on revenue while building organizational confidence in UX investment. Created systematic approach for continuous improvement that was adopted across multiple product teams and future launches.
Leadership Excellence
This project exemplifies strategic UX leadership that drives immediate ROI while establishing sustainable capabilities for long-term growth—balancing creative problem-solving with business execution and cross-functional collaboration.
Inspirations
Contact
$200M Revenue in the Pipeline < 6 months
+$200M Revenue into the pipeline by increasing D2C lead generation by 6.1% through minor UX improvements at Arrivia.
Full details in following Case Study.
The Challenge & Role
Arrivia's D2C travel platform was losing qualified leads due to pricing transparency issues and checkout friction, directly impacting the sales pipeline for their membership program.
Roles: Strategist • Product Manager • Project Manager • Lead Researcher • Collaborative UX Designer
Strategic Approach
Led a research-driven initiative focused on high-impact, low-effort improvements rather than disruptive redesigns. Through funnel analysis, user journey mapping, and competitive benchmarking, identified critical friction points where users abandoned sessions to seek pricing information elsewhere.
Cross-Functional Leadership
Coordinated seamlessly across Product, Engineering, Sales, and Marketing teams to implement rapid improvements within existing development cycles, ensuring alignment with broader business objectives.
Key Design Solutions:
- Upfront pricing transparency eliminating user uncertainty
- Streamlined sign-up processes for better lead capture
- Enhanced trust indicators and navigation patterns
- Standardized pricing block patterns across all travel products
Figure: Sketch of a product card, that was a co-design workshop held in sunny La Jolla, CA. After some professional development workshops with the team we focused on this project and resultant design hypothesis.
Measurable Impact:
- $200M in additional sales pipeline within 6 months
- 6.1% increase in user sign-ups through UX optimization
- Reduced funnel depth and improved conversion rates across touchpoints
- Established repeatable framework for rapid optimization
Strategic Value
Demonstrated design's direct impact on revenue while building organizational confidence in UX investment. Created systematic approach for continuous improvement that was adopted across multiple product teams and future launches.
Leadership Excellence
This project exemplifies strategic UX leadership that drives immediate ROI while establishing sustainable capabilities for long-term growth—balancing creative problem-solving with business execution and cross-functional collaboration.