Led the end-to-end redesign of high-traffic product detail pages, addressing a conversion problem rooted in how the pages communicated value, built confidence, and guided customers toward action.

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

The process spanned discovery through launch, including competitive research, wireframing to hi-fi designs, 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 optimize how pages are crawled and surfaced by AI systems. AI tools were additionally used to accelerate workflows.

The central challenge was designing for two distinct templates that could engage, inspire, and scale across many experience types and customer contexts without compromising clarity or conversion.