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Travelocity
ROLEPrincipal Mobile Designer

 PERIOD2011

LOCATIONCalifornia

 OVERVIEW At Travelocity, I partnered with a Product Owner to redesign the smartphone app and  design a new tablet app, modernizing the interface for better usability and readability.  I led the design strategy, user flows, and UI assets, collaborating with developers and stakeholders to balance a content-heavy experience with a clean, intuitive, multilingual design.



Smartphone App Redesign
The Smartphone App required a redesign to modernize the interface and improve usability, addressing cluttered layouts and difficult navigation.

GOALS
  • Refresh the design for a clean, user-friendly experience.
  • Ensure users can quickly find and book flights and hotels.
  • Maintain Travelocity’s identity while enhancing the UI.
  • Integrate promotions without disrupting the user journey.
  • Improve typography and layout for better information accessibility.




Tablet App Design
The Tablet App was a new addition, requiring a tailored design that leveraged the larger screen while ensuring consistency with the smartphone experience.

GOALS
  • Leverage the larger screen for better usability.
  • Align the Tablet App with the smartphone version while optimizing for tablet use.
  • Present travel details clearly without overwhelming users.
  • Adapt the UI for different languages and text lengths.


Challenges & Solutions

Maintaining Consistency Across Devices
With two apps launching simultaneously, it was crucial to create a unified experience while optimizing for different screen sizes.

SOLUTION Developed consistent UI components, interaction patterns, and branding, ensuring a seamless transition between Smartphone and Tablet.

 Designing for a Multilingual Audience
The apps needed to support multiple languages without compromising readability or layout integrity.

SOLUTIONDesigned flexible UI frameworks to accommodate text expansion and worked closely with localization teams to refine translations.

 Balancing Advertising with UX
Integrating Travelocity’s promotions without compromising usability was a key challenge.

SOLUTIONPlaced ads contextually within relevant screens, ensuring they provided value while maintaining a clean interface.

Gathering Feedback with Limited Time & Resources
With a tight deadline, traditional usability testing wasn’t feasible.

SOLUTION Conducted informal testing with friends and family, gathering quick insights to refine interactions and flows.


Key Takeaways

A unified design across devices strengthens brand identity and improves user experience.

 Optimizing layouts and interactions for mobile vs. tablet enhances usability.

 Thoughtful placement ensures ads support rather than disrupt the experience.

Even informal testing provides valuable user perspectives.
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