Case study - 02
Vrbo (Expedia Group) - Category-Led Recommendations
domain
Travel & Technology, B2C
Role
Lead Designer
duration
Aug 2024 - Mar 2025
the objective
New travelers currently land on a Vrbo homepage built for returning guests — no property inspiration, no destination themes, nothing to discover. With traveler sentiment declining against Airbnb's double-digit growth, the brief was clear: give new, top-of-funnel travelers a reason to explore, not just search.
the snapshot
Replaced a blank, return-user-only homepage with 14 curated categories — natural filters like “Unique” and “National Parks” surfaced as inspiration, not just navigation. New property cards added the bed/bath, amenity, and relevance details travelers needed to decide with confidence, built and documented on Expedia's shared design system (EGDS).
The results
+0.84% MSV (Mean-Shopping-Visits)
among new users, within week one
Well ahead of target 5% MSV
quarterly target to achieve
14 Categories
shipped, research-backed
MVP+ Scoped
from the MVP launch learnings gathered
UX skills applied
user reseach and data analysis
product design
Product strategy
competitive analysis
wireframing
prototyping
visual design
design systems and operations