The transformative impact of a methodical redesign journey


As the Head of Brand Design at TripIt, I spearheaded the transformative project to redesign Facing challenges of an outdated and clunky website, our strategic approach prioritized user needs and effectively conveyed the value of TripIt’s travel organization services.

The success of the redesign exemplifies the transformative impact of our methodical approach, which focused on stakeholder participation, user-centric design and clear goal-setting.


  • Role – Head of Brand Design
  • Creative Leadership & Direction
  • Project & Stakeholder Management
  • Cross-functional Team Collaboration
  • Art Direction & Agency Management

Project Challenge

  1. Communicating Value Proposition
    The website failed to properly communicate what made TripIt unique and the problems it solved for users today, and focused more on the ease of use.
  2. Outdated & Neglected Website Design
    The existing website, outdated and clunky, failed to meet TripIt’s evolving business objectives and customer expectations, as it had been neglected in favor of the popular TripIt app, hindering its ability to support global expansion plans.
  3. Mobile Responsiveness Issues
    Significant issues with mobile responsiveness and accessibility hindered user experience as well as our Google SEO ranking.
  4. Convincing Leadership to Invest in Redesign
    Convincing leadership to approve the budget and resources needed for a complete redesign of the website from the ground up.

Project Approach

  1. Crafting Business Case for Redesign
    Crafted a business case emphasizing the importance of the redesign, focusing on global expansion and localization.
  2. Efficient Team Structure
    Assembled a focused team consisting of two designers, one responsible for illustration design and the other for wireframing and high-fidelity website design mock-ups for both desktop and mobile versions. This lean team structure allowed for streamlined communication and collaboration.
  3. Collaborative Team Brainstorming
    Led team brainstorming sessions for each page design, aligning on storytelling strategies and maximizing the use of TripIt’s new visual branding.
  4. Defining Target Audience and Goals
    Defined target audience and primary goals for the website to optimize user experience.
  5. Iterative Design Progression
    Progressed from low-fidelity wireframes to high-fidelity designs, seeking leadership buy-in at each stage to ensure alignment at every stage.
  6. Focused Value Proposition
    Instead of focusing solely on what the product did, and what features where available, we focused on connecting visitors with the problems TripIt helped to solve through more effective storytelling and an overhauled site architecture. 

Project Outcome

  1. Increased Metrics
    The new website resulted in a 10% increase in overall session visits as well as new user sign-ups.
  2. Faster Localization
    Streamlined localization and globalization processes through automation.
  3. Improved Accessibility
    Rebuilt site achieved full accessibility and mobile responsiveness.
  4. Website Longevity
    Continued performance and relevance of the redesigned over the years.
  5. Success in Planning
    Long-term success attributed to methodical approach, clear goal-setting, and stakeholder alignment.

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