Expedia Group: Communications Strategy
Enhancing Expedia Group's communications to elevate the traveler experience across the journey, boosting trust and improving app retention.
Enhancing Expedia Group's communications to elevate the traveler experience across the journey, boosting trust and improving app retention.
Created in-app communications governance to standardize UI patterns, placements, and behaviors
Identified gaps in the mobile push user journey, boosting traveler trust, user retention, and revenue per booking
Reesigned opportunities to add revenue-generating modules to highly-opened transactional emails
Communication owners across Expedia Group created content and visual patterns for ad-hoc needs, which contributes to less effective, disjointed messaging.
Travelers needed the right message, at the right place, at the right time, to shop for and take seamless trips.
All outbound communications: SMS, push, in-product Inbox, and email are mapped out to present their interconnected relationship.
I compared iOS and Android push behavior and rich-push capabilities to bring thoughtful messaging across the traveler journey.
The booking confirmation spans across hotel, flight, car, activity, or packages. Because this email has a 70% open rate, it has a huge opportunity to be more clear presenting trip information and effective at driving upsells / conversions.
The legacy confirmation email lacks a modern visual polish and is less effective in hitting key revenue and conversion metrics. This is especially evident against industry standards. Key pain points are:
500+ words and 3–5 scrolls to get through.
Outdated voice, tone, and visual style.
Low contrast, unlabelled links, no clear hierarchy.
CTAs land on unexpected pages, breaking the confirmation moment's confidence.
I partnered with a researcher to identify a previous eye-tracking study to understand informational hierarchy. That study revealed the focus first lands on the hotel photo then photo then trip details
A combination of a card sort research study and business judgement defined what the holistic content hierarchy should be for the redesigned confirmation email.
A new design component was iteratively designed to enhance delight and summarize key trip elements.
![Car confirmation hero: 'All set, Mostafa. Your car reservation is confirmed.' over a photo of a Ford Escape, with a '[Avis] car rental in [Kahuku]' panel showing itinerary and confirmation numbers.](/communications/hero-car.png)
A collaborative, modular approach drastically rebuilt the purchase confirmation emails.
Content was broken down into more succint and visually thoughtful modules ordered intentionally.
Surfaced opportunities to further upsell and engage loyalty offerings to travelers.
Partnered with the design and brand team to align on typography, color, and iconography, building a unique email design system.
I sat in Test and Learn meetings to assess the impact of legacy vs optimized email designs. Based on those findings, I'd iterate upon the module design and order to queue up versions for the following A/B tests.
Recommendations had to reach and persuade the right people to create change
Bring strong hypotheses forward vs wait for perfect alignment
Visualizing communications through journey maps and system diagrams made scaling simpler later on