Domio | Guest-Facing Products
How might we connect the world through travel?
In my role on Domio’s guest-facing product team I worked primarily on our booking platform and brand. My work included UX Research (user testing, interviews and analysis, user personas, journey maps, and feature ideation), UI Design (wireframes, interactive prototypes, high-fidelity designs, branding, and collaborative maintenance and development of design systems + component library), and testing (user tests and stakeholder reviews).
Design Objectives
Our team had two primary objectives—to drive direct bookings and expand our impact across the travel journey while continuing to delight and excite our guests.
what
UX/UI, User Research, Testing
when
Dec 2018 - Jul 2020
with
Domio’s guest-facing tech team
using
Sketch, Principle, UserTesting, Adobe Creative Suite, HTML/CSS
UI System
Lava
[Challenge] How might we organize, develop, and standardize components used across the tech team?
Our UI system, Lava, was developed by our product design team to ensure consistency across the brand and give agency to our developers. Along with maintaining design specs in a Sketch library, I designed a digital style guide that would make it easier for designers and developers across the company to not only access information, but have a more comprehensive understanding of the brand and how components work together. Essentially, this serves as not just the what but the why of our brand decisions.
UX + Conversion
Booking Platform
I worked with our Director of Product Design to design and update content for landing pages dedicated to our apart-hotels, marketing initiatives, and investor meetings. This was often the first impression users had of our apart-hotels and these pages delivered an 8.4% conversion rate.
[Challenge] How might we showcase our evolving brand, communicate our shift in product offerings, and increase conversion?
2020 was a year of major change for Domio. First, we decided to phase out our vacation-rentals to focus only on apart-hotel offerings. Then, we wanted to update our youthful visual identity to something a bit more sophisticated and mature. Finally, COVID-19.
I was tasked with updating our website design to address this change in business model and brand and communicate our place in the world of COVID-19 (hello: 100pt cleaning system). In a constantly and quickly changing climate, the website needed to act as a CMS. The layout design needed support last minute content changes without additional work from me or the engineers. Additionally, our Explore page needed to better highlight our apart-hotels.
Homepage Mock
Explore Mock
The Future
Dora
[Challenge] How might we broaden Domio’s reach across the user’s journey?
In the desire to extend Domio’s presence in our user’s travel journey beyond accommodations, our CEO asked the product team to design a mobile app that solves another problem in the space. In order to discover a viable need, we mapped out the touch points of the user’s travel journey from pre-trip discovery to post-trip nostalgia and conducted 11 1-1 user interviews and a 900 respondent survey to uncover themes and pain points.
[Challenge Refined] How might we provide users with an easy, unified method of sharing and receiving travel recommendations?
The most interesting discovery from our research was around a theme that spans the entire travel life cycle—finding and sharing recommendations. When asked what tools they use to share travel recommendations, we discovered that users current solutions were fragmented, outdated, and aren’t built for quick and easy sharing or consumption.
What tools do you use to share travel recommendations?
Other: Google spreadsheets, Snapchat + Instagram DMs, Screenshots!!, Google Maps.
[Solution] Dora
I led the design for Dora, a mobile app that allows users to create and share unique, authentic travel recommendations. For the traveler, it streamlines the fragmented, arduous process of finding personalized recommendations that don’t feel played out. For the aspiring travel content creator, it removes the barrier for entry. It makes it ridiculously easy to create content that meets today’s high quality standards for a like-minded audience.
User Persona
Mid-fidelity Mocks
Sadly, this project was cut short due to COVID-19, but it’s still one of my favorites!