+$16M Monthly Revenue in B:B channel
+$16M monthly revenue in B:B channel by 80% increased Conversion via GA4 user research-driven design on key travel products (2.2M MAU) at Arrivia
Full details in the following Case Study.
The Challenge
USAA's travel benefits platform was hemorrhaging potential revenue due to a critical disconnect: 88% mobile users struggling through a desktop-optimized experience. Despite serving 2.2M+ monthly active users across Fortune 500 clients, conversion rates stagnated while member utilization plummeted.
Roles
Project Owner • Strategist • Product Manager • Project Manager • Lead Researcher • Collaborative UX Designer
Original Site
The Hidden Problem
Initial stakeholder requests focused on "visual refresh," but systematic research revealed deeper systemic issues:
- Fragmented user journey documentation missing critical interaction points
- Safari Mobile responsive bugs affecting 60% of users (iPhone dominance)
- Accessibility gaps creating legal risk and user exclusion
- Restrictive CMS preventing merchandising team optimization
- Excessive modals for marketing
Figure: Medium fidelity design
Strategic Approach
Led comprehensive platform transformation combining:
- 12-phase user journey mapping from pre-conditions through post-travel reflection
- Mobile-first architecture redesign prioritizing Safari Mobile optimization
- Cross-functional collaboration spanning Legal, Marketing, Sales, Product, Technology, and InfoSec
- Iterative validation research through 3 rounds of low-to-high fidelity testing
Measurable Impact
- $16M monthly revenue growth through 80% conversion rate improvement
- 26-point SUS improvement elevating experience from poor (56) to excellent (82)
- WCAG 2.2 AA compliance achieved while maintaining conversion performance
- Scalable framework supporting multiple Fortune 500 client implementations
Innovation Highlights
Created white-labeled design system with self-service CMS enabling client autonomy, real-time GA4 analytics for continuous optimization, and AI-powered workflow tools that established data-driven design culture across the organization.
New Design
Original Site
New Design
+$16M Monthly Revenue in B:B channel
+$16M monthly revenue in B:B channel by 80% increased Conversion via GA4 user research-driven design on key travel products (2.2M MAU) at Arrivia
Full details in the following Case Study.
The Challenge
USAA's travel benefits platform was hemorrhaging potential revenue due to a critical disconnect: 88% mobile users struggling through a desktop-optimized experience. Despite serving 2.2M+ monthly active users across Fortune 500 clients, conversion rates stagnated while member utilization plummeted.
Roles
Project Owner • Strategist • Product Manager • Project Manager • Lead Researcher • Collaborative UX Designer
Original Site
The Hidden Problem
Initial stakeholder requests focused on "visual refresh," but systematic research revealed deeper systemic issues:
- Fragmented user journey documentation missing critical interaction points
- Safari Mobile responsive bugs affecting 60% of users (iPhone dominance)
- Accessibility gaps creating legal risk and user exclusion
- Restrictive CMS preventing merchandising team optimization
- Excessive modals for marketing
Strategic Approach
Led comprehensive platform transformation combining:
- 12-phase user journey mapping from pre-conditions through post-travel reflection
- Mobile-first architecture redesign prioritizing Safari Mobile optimization
- Cross-functional collaboration spanning Legal, Marketing, Sales, Product, Technology, and InfoSec
- Iterative validation research through 3 rounds of low-to-high fidelity testing
Figure: Medium fidelity design
Measurable Impact
- $16M monthly revenue growth through 80% conversion rate improvement
- 26-point SUS improvement elevating experience from poor (56) to excellent (82)
- WCAG 2.2 AA compliance achieved while maintaining conversion performance
- Scalable framework supporting multiple Fortune 500 client implementations
Innovation Highlights
Created white-labeled design system with self-service CMS enabling client autonomy, real-time GA4 analytics for continuous optimization, and AI-powered workflow tools that established data-driven design culture across the organization.
New Design