Lead UX Designer, The Landline Co

At Landline, I lead UX design within the tech team for multiple travel products, working closely with marketing to influence overall brand strategy.

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In my role as Lead UX Designer, I performed contextual research, lead a UX-informed site redesign, and implemented an audience-driven email marketing strategy.

In late 2022, we undertook a UX-focused redesign of the original Landline site, leaning into a new direct-to-consumer e-commerce strategy. While required to maintain the technical structure and booking flow of the site, I was able to improve the UI for customers leading to a 30% increase in direct bookings via the website.

Combined with SEO optimization resulting in improved google search placement from deep 2nd page to the 3rd, 4th and 5th positions, the conversion rate increased to 9.2% within the first 6-weeks, post-relaunch. In addition, I implemented Fullstory site tracking to monitor user interaction and error rates in order to make immediate improvements to the UI.

For the new email strategy, we created an Active Campaign API connection to build a list of mid- to end-funnel site visitors which allowed for a new abandon cart program and market-specific prospect outreach series.

My responsibilities included: UX design thinking, contextual research and interviews, strategic thinking, consultant management, strategy and management, email program design and strategy.