UX Case Study · Web · 2019
Adventure Atlas (Expedia.com) - Better Visibility for Travel Packages
Campaign microsite for Expedia.com.au with Air Canada, curated packages, regional discovery, and a shared React design system.
Role
Duration
Year
Live site
01
Overview
A campaign microsite on Expedia.com.au, built with Air Canada to showcase curated travel packages.
Client: Expedia.com.au · Partner: Air Canada
Adventure Atlas helps leisure travellers and families interested in Canadian and related destinations discover packages through themed journeys - instead of losing them in generic Expedia search results.
I worked with Expedia designers to deliver a technically feasible solution: owned the design system and component library, and built React.js pages with two front-end engineers. Team: 3 designers, 2 engineers, 1 QA, and a team lead (3 months, 2019).
02
Problem
Packages were hard to find, hard to compare, and hard to target to the right audience.
Packages felt generic and hidden among standard Expedia listings
Value and differentiation were not surfaced at the right price point
Special offers were not isolated from general inventory
Hard to match packages to the right customer base without wasted marketing reach
03
Research
A dedicated UX research team ran interviews, surveys, analytics, competitor review, and workshops (20 customers).
Insights that shaped the design
- Users wanted exact numbers and clear comparisons when evaluating packages
- Trust and authority mattered - confidence in the offer drove booking intent
- Regional context helped: packages tied to maps or geography improved discovery
Validation
- A/B tests on concept directions
- Usability testing to catch UX issues before launch
04
Solution
A responsive campaign microsite with journey-led navigation and regional discovery.
Core experience
- Main navigation structured around planned thematic journeys
- Geographical maps and positioning for destinations and regions
- Package listing, filters / categories, and package detail views
- Expedia Travel Picks by region and dedicated flight deals
- Distinct campaign layout within Expedia brand guidelines
- Mobile-specific navigation and component layouts (not shrunk desktop)
Deliverables
- Personas
- Journey maps
- Wireframes
- Interactive prototype
- Design system
- Component library
- React implementation
Tools: Sketch, Zeplin
05
Design decisions
Balancing campaign distinctiveness with Expedia brand, scope, and engineering constraints.
| Decision | Rationale |
|---|---|
| Thematic journey navigation | Guide users through curated storylines instead of a flat catalog - matching how the campaign was marketed. |
| Geographic framing | Research showed region maps and location context made discovery faster and more convincing. |
| Distinct layout pattern | Stand out as a campaign experience while staying inside Expedia brand and marketing scope. |
| Shared React component library | Keep Sketch/Zeplin specs and production build aligned; speed handoff and iteration with front-end engineers. |
06
Process
Discovery through launch with continuous validation.
01
Discovery
Aligned with Expedia stakeholders and research on campaign scope, audiences, and package positioning.
02
Information architecture
Mapped navigation, regional structure, filters, and paths from inspiration to package detail and booking.
03
Wireframes & prototype
Explored layout and journey patterns; validated concepts with A/B tests and usability sessions.
04
Design system & development
Documented components in Sketch and Zeplin; implemented shared React components with the engineering team.
05
Launch
Shipped the microsite and monitored engagement and conversion with marketing and research partners.
07
Outcomes
Stronger discovery, engagement, and conversion for targeted packages.
Conversion rate
25%+ on campaign goals
Bookings
200+ through the site in the first 3 weeks
Conversion lift
20%+ vs. prior package discovery paths
Engagement
Stronger interactions, clicks, and time on detail pages
Business goals were met: showcase packages and offers, highlight value, and promote the right deals to the right segments without diluting the message in generic search results.
08
Live product
The microsite remains live on Expedia.com.au.
09
Learnings
What I'm proud of
Coordinating designers and developers to deliver a brand-faithful, technically feasible campaign - from design system through production React, not just static comps.
Reflection
If I ran a similar project today, I would simplify the layout further and use a more natural package listing pattern, while keeping thematic journeys and regional framing that research supported.