Led end-to-end for a large-scale redesign of a high-traffic consumer product on fourseasons.com, addressing a conversion problem rooted in how the page communicated value, built confidence, and guided guests toward booking.

Analytics showed guests were expressing interest but abandoning before committing, pointing to gaps in content hierarchy, storytelling, and booking flow clarity rather than a lack of demand for the product itself.

The process spanned competitive analysis across four platforms, narrative sequencing for two distinct templates serving different guest mindsets, wireframing to hi-fi designs, stakeholder alignment, and two unmoderated usability studies evaluating content comprehension and booking flow usability.

Design decisions were also shaped by AI and search discoverability requirements, including content structure and layout choices made to optimise how pages are crawled and surfaced by AI systems.

The central challenge was creating scalable frameworks that could flex across different experience types and guest contexts without compromising clarity or conversion.