Design Portfolio — Steven Villarino

Our vision was to make booking a flight and hotel fast and convenient on a smartphone.

Product motivation

Reduce call propensity
Create a mobile-first package, flight, and hotel, booking experience

My Role

I led the design for the mobile web. My team was a diverse group of 1 Product Manager, 1 Researcher, and 10 Engineers.

User needs

Convenience, i.e., Saved credit card, seating preference, frequent flyer number
Travel deals or savings

User pain points

Poor mobile experience
Finding a great deal
Using multiple websites

Inception

We did a project kick-off to ideate our mobile web Packages strategy. The participants were product, engineering, design, business development, analytics, and research.

Mobile web experience before redesign

Fig. 1 Prioritization

Generating feature ideas and ranking in the order of priority.

Fig. 2 User Flow

Looking at the user flow holistically to craft a frictionless experience.

Fig.3 User Flow, continuation

Fig.4 Cut Line

Making it clear and visible what is not in MVP. This allowed the team to have a clear understanding of the deliverables.

Fig. 5 User Profiles

Identifying all the personas using Packages and their needs.

Simplified user flow on mobile versus nine steps on desktop.

Search

Various homepage explorations with different approaches.

Research Results

Fig. 1. Text only approach

Fig. 2. Localization explorations and more visual hierarchy

Fig.3 Improving the relationship of the sort/filter controls relative to results

Flight Selection

Summarizing the hotel selection and guiding the customers to select a outbound flight.

Return Flight

Repeating the summary card design for the flight selection.

Trip Summary

Improving the content hierarchy with different card layouts.

Solution

Expedia Packages mobile web is available at all points of sale. With a mobile-first approach, the booking a package deal has never been easier. What took nine steps on a desktop is now simplified to five steps.

Expedia iPad

My Role I worked on concepting interaction design for iPad checkout.

Design Process

I sketched different user flow concepts. Designing for tablet allowed for more negative space and focus on the content. Expedia tablet was a collaborative project. The sketches and wireframe artifacts highlight the process I have done. The final visual design was done by team member, Chris A.

iPad_CKO_Wireframe_01 Enter Traveler One.png

Lessons Learned

Accessibility

Understanding what the experience is like at other points of sale
Cultural differences besides America

Building strong relationships

Creating a universal language with engineering and product
Inviting other disciplines into the design process
Understanding the fundamental needs of stakeholders