One Design Language
Working closely with the Expedia Global Design Systems (EGDS) team, my team developed a cooperative relationship that supported EGDS evolution while attending to brand and key product needs. We sought to provide a consistent and scalable experience that really connected with passengers by harmonizing our systems, capabilities, and modular design components. Driven by our Northstar vision, this project not only strategically but also set a new benchmark for excellence in traveller interaction, therefore guaranteeing a consistent and powerful journey from start to end.
Project Overview
CHALLENGE
Our mission was clear yet daunting—to craft an Omni-channel communications experience that would deliver exceptional value to travelers. This vision became the compass guiding our platform development, ensuring every step aligned with our ultimate objective.
SOLUTION
We worked with brand teams on a system of expression that can be configured with our design tokens. Aligning on elements that should be shared across the travel suite brands for consistency and efficiency.
And defining which elements should intentionally differ to support brand recognition.
ROLE
Senior UX Design Manager
TIMELINE
8 weeks
TOOLS
Miro, Figma, Adobe Illustrator, Photoshop
One Design Language (1DL) development
As a Senior UX Design Manager, I collaborated with a select group of lead and principal UX and product designers who formed a tiger team to ensure brand consistency across Expedia Group, Hotels.com, and VRBO for the One Design Language (1DL) development. I represented the Outbound Marketing Email and storefront channel, researching and iterating lo and hifi design solutions that would later be integrated into existing workflows. We created a user-centric design that was simple, inclusive, and adaptable. By establishing clear design principles, I navigated the complexity of merging multiple platforms, fostering collaboration, and delivering a cohesive experience across brands and devices within Expedia's ecosystem.
Behind all our thinking
When working on the Email and Storefront challenges, I encountered the complexity of ensuring consistency in design across diverse platforms, while adapting to the unique requirements of each channel. Maintaining responsiveness and brand coherence was essential for emails, while the storefront required a unified visual identity that aligned with the brand experience. I addressed these challenges by creating modular components adaptable for both channels, establishing clear design guidelines, and fostering communication between design, marketing, and development teams to ensure seamless integration and brand consistency.
My team collaborated closely with the Expedia Global Design Systems (EGDS) team, leveraging a symbiotic relationship that supported EGDS's evolution through the lens of brand and critical product needs. By aligning our process, capabilities, and modular design elements, we worked towards creating a cohesive and scalable experience that genuinely resonated with travellers. This project wasn’t just strategic; it set a new standard for excellence in traveller engagement. It ensured a unified and impactful journey from start to finish, permanently anchored by our Northstar vision.
