Overview

Over one quarter, I led the PDP optimizations project to reduce cognitive load and increase conversion across desktop and mobile. Travelers couldn’t quickly see what the experience included, tour highlights, or its overall value, causing hesitation and low conversion rates.

I approached each section and feature with a systems first mindset, creating scalable patterns that extended to Hotels and Restaurants while aligning with the Atlas design system.

Goals

• Reduce friction and hesitation

• Clarify inclusions, expectations, and pricing

• Shift to experience led storytelling

• Improve desktop and mobile conversion

• Build reusable patterns across verticals

Role

Product design lead, working closely with Product and Engineering to define scope, validate feasibility, and deliver within a quarterly cycle. Collaborated with Hotels and Restaurants teams to ensure flexible templates that worked across verticals.

Approach

Created a modular PDP framework aligned to the Atlas design system standards:

• Defined reusable content zones for inclusions, highlights, itinerary, pricing and full page information architecture

• Designed visual first, scannable layouts

• Designed desktop and mobile experiences in parallel with performance in mind

Solution

Reframed PDPs as experience driven pages:

• Imagery led layouts

• Structured inclusions and visual highlights

• Overlays and progressive disclosure to simplify dense content

• Systemized components built for reuse and future AI and CMS integration

Results

Within the first quarter of implementation:

• Desktop conversion increased by 8.72%

• Mobile conversion increased by 9.36%

• A scalable PDP framework was adopted across multiple verticals