Context & Challenge

In 2023, The Expedia Group launched the new cross-brand CRM and engagement program called One Key. Across its three main brands, Expedia, Hotels.com and VRBO, One Key started with a focus on editorial travel content to inspire users and introduce the benefits of booking with any of the Expedia Group platforms.

While the general intention and objective of the program was clear, the One Key platform and integration with the three well-known hospitality brands was largely undefined. The Expedia Group engaged Code and Theory to develop a design system that would enable each sub-brand to launch its own distinct travel magazine, creating an enticing engagement platform and a consistent user experience that could scale to other Expedia Group brands and come together as the central One Key membership rewards platform.

Solution

Understanding the need for editorial flexibility, creative liberty and an efficient, easy-to-use toolkit for editors and authors was key to delivering a successful product. We developed a central design system that could flex to each brand magazine platform, exploring three distinct yet structurally compatible visual design directions that embodied each individual brand's identity and elevated them based on its respective audience and editorial ambitions. Equipping the team with a variety of interactive components, we enabled them to beautifully visualize itineraries and travel guides while seamlessly integrating shoppable products into the reader experience, elegantly driving users directly into the corresponding brand booking flow. This unified design system, versatile across three brand identities, brought remarkable efficiencies. It empowered the Expedia editorial team with a simplified, flexible framework. From page templates to module conventions, it streamlined ongoing upkeep. This system was more than a tool; it was the catalyst for a smoother workflow.

My Role

As the Overall Project Lead and Experience Strategy Lead, I directed the end-to-end development of Expedia's multi-brand magazine platform. I conducted comprehensive audits, facilitated all stakeholder calls, and led collaborative workshops to establish key user flows. My responsibilities included consolidating design system requirements across Expedia's three distinct brand identities, wireframing critical user journeys, and orchestrating design sprints throughout the project lifecycle. I provided strategic direction that balanced brand individuality with system cohesion, ensuring the final platform offered both editorial flexibility and a consistent user experience while seamlessly integrating with the One Key membership rewards program.