Design Team Lead

Fareportal

Fareportal is the parent company that powers hybrid travel agencies like CheapOair and OneTravel. Travelers can book and manage their travel through the company’s websites and mobile apps, or by calling one of their hundreds of trained and certified travel agents.

I joined Fareportal for the unique experience working on the optimization of a high traffic direct-to-consumer booking website and finding ways to drive revenue while improving customer satisfaction.

April 2013 – October 2015

Data-driven design leadership

With such high traffic volume, and incredibly low margins in the online booking industry, conversion rate and other revenue-generating metrics were always at the top of mind for every design decision at Fareportal. This mentality helped frame my thinking around data-driven design, as I led a team responsible for the design and development of travel booking, customer profile, and customer support products.

All things started with data analysis and research, but more specifically, I…

  • Performed routine user tests, data analysis, and A/B testing to optimize conversion of multiple online properties.
  • Launched a responsive design for the flight booking path, doubling conversion rate for mobile web users..
  • Redesigned CheapOair’s online Customer Service portal, incorporating self-service tools to reduce non-revenue generating calls to the contact center.

Case Studies

At Fareportal, I led with a constant focus on responsive design, automation, and self-service to improve conversion, dramatically decrease customer support calls, and enable the company’s call center to spend more time on revenue-generating calls.