Embedded as the sole designer within the Blazin Squad product team, this project delivered a series of A/B tested UX improvements across the Holiday Extras hotel and parking journey. Two separate test variants achieved statistically significant lifts in session-to-search conversion — proving that considered UX iteration directly moves commercial needles.
Embedded design in product
Working inside a cross-functional squad rather than in a separate design team meant decisions were faster, context was shared, and design was present at every stage — from discovery through to live test analysis.
Identifying opportunities
Heuristic review, session recordings, and customer research pointed to friction points in the banner and search experience. Hypotheses were formed around reducing cognitive load, improving visual hierarchy, and making the primary CTA more prominent.
A/B test execution
Two variants were designed and built — each targeting a specific hypothesis. Both tests ran to statistical significance and returned positive results: a +2.01% lift on variant one and a +0.81% lift on variant two.
Learnings and next steps
Beyond the numbers, the tests generated qualitative insight that shaped the next sprint of work — establishing a repeatable cadence of hypothesis, design, test, and learn within the squad.
Outcome
+2.01% session-to-search on the first variant, +0.81% on the second — both statistically significant uplifts from A/B tests.