Case Studies
These case studies showcase my approach to design leadership and the measurable impact my teams have achieved. Each story demonstrates how I build high-performing design teams, establish collaborative processes, and drive business results through user-centered design.
🔒 From Packages to Personalization: Designing Hilton’s $67M Add-Ons Product
How I designed Hilton’s Add-ons product, transforming hotel bookings from rigid packages to personalized customization. While transitioning to management and developing a team member from contractor to Lead Designer, my foundational design work scaled to 2,000+ hotels and generated $67.6M in incremental revenue over 18 months.
đź”’ Leading AI Innovation Through Uncertainty
When Hilton’s executives wanted to leapfrog competitors with AI innovation, I led the UX strategy for an experimental trip planning tool. Through pilot testing with 100+ users, we discovered the AI wasn’t ready. I helped shape the recommendation to pause development, preventing brand risk and generating critical insights about designing with emerging technology.
Leading UX Experimentation at Scale: $461M in Incremental Revenue
As Senior Manager of UX Design at Hilton, I led an 8-person team through a systematic experimentation program across 6 digital products. Over 2.5 years, we ran 280 experiments that generated $461.48M in quarterly incremental revenue while building scalable processes for design-driven business growth.
🔒 Optimizing Hilton’s Hotel Search Experience Through Strategic Experimentation
How my team transformed Hilton’s hotel search experience by identifying key user friction points and conducting strategic A/B tests that improved booking conversion while generating $48.19M in quarterly incremental revenue.
Let’s Work Together
Ready to discuss how I can help build and lead your design team? I’d love to hear about your challenges and explore how we can create exceptional user experiences together.