Problem: New product with no awareness

Solution: Launch and promote a new ecommerce environment

Created an inspiring destination focused product environment that connected award-winning journalists and travelers with the world.

The Los Angeles Times Expeditions offers small, education-oriented travel packages led by Times journalists who share their expertise and offer behind-the-scenes access. Trips are centered around politics, food, art and travel.

To launch this new initiative, I lead the creative team in planning and designing an ecommerce product environment along with a multi-media marketing campaign. My focus was on UX, UI, and visual design for the website along with development planning to support and manage a third-party development team.

Deliverables & Tasks

Market analysis, product strategy, ideation workshops, user flows and journey mapping, wireframes, clickable prototyping, product design, stakeholder presentations, development specifications and user testing

Brand

Los Angeles Times Expeditions

Role

Senior Creative Director

My Contributions
  • User Experience Design
  • User Interface Design
  • Product Strategy
  • Wireframing
  • User Flows & Journey Mapping
  • Creative Direction
  • Product Design
  • User Research & Testing
  • Development Planning
01 03

Category & Filtered Search

The Category pages are designed for users to preview a number of trips quickly with a more condensed trip preview display along with a comprehensive set of filters. As filters are used to refine the list of trips, they are presented one-by-one above the trip results and can easily be removed providing a very forgiving user experience.

02 03

Event Detail Pages

With a lot of trip information to display, major section UI elements are presented in a sticky navigation as users scroll down the product detail page. They help to easily move between primary areas of the page, also connect a collection of relevant editorial articles from the journalist accompanying the trip and allow the primary CTA to display throughout the browsing experience.

03 03

Reservation & Checkout

We’re able to create a streamlined, single page reservation and checkout process. Using PayPal to handle the payment requirements, the LA Times Expeditions environment is responsible for collecting all traveler information, any travel companions and travel preferences.