Expedia Group Advertising
Nearly 4 years leading UX across advertising platforms—shipping payment capabilities, regulatory compliance component adopted across 17+ products, and internal tools that modernized legacy systems.
Role: UX Lead | Duration: ~4 years | Team: Cross-functional(7 designers + ~12 product/dev) | Scope: 3 major workstreams
17+ products
Disclosure component adopted across Expedia Group Advertising portfolio, U.S. rollout planned
New features
Credit Card payment for CAP—enabling $41M revenue migration from legacy portal
Design system
Custom component contributed to Expedia Group Design System
Context
Expedia Group is a global travel technology company. Through its advertising arm, Expedia Group Advertising, it offers data-driven marketing solutions to travel partners worldwide. Over nearly 4 years, I contributed and led UX across multiple workstreams—each with distinct challenges and impact:
1. CAP Admin Tools (Internal Users) — Modernizing legacy admin experiences
2. CAP Partner Portal (Advertiser-Facing) — Payment capabilities for advertisers
3. Advertising Transparency & Design System — Regulatory compliance + scalable components
Consolidated Ad Portal - Admin Tools (internal users)
Challenge
Expedia Group was rapidly scaling its advertising platform, but the manual processes used after initial launch couldn't keep pace. Internal teams and third-party vendors needed self-service tools to support partners effectively as the platform grew to thousands of properties.
The scaling challenge was compounded by partner complexity—different partner segments had varying levels of sales involvement, account structures, and support needs.
What I did
Delivered a suite of internal admin tools, combining new capabilities with improvements to existing legacy functionality:
Advanced search: Designed search functionality with multiple parameters, enabling faster lookup.
Suspension/Activation tools: Self-service capability to manage partner account status at scale.
Help & Support pages: Streamlined support workflows for internal teams
Ad Copy Review: Enhanced tool for reviewing and approving advertising content for third-party vendors
Leadership in ambiguity
This workstream required significant leadership beyond design execution:
Operated independently with minimal management oversight
Conducted early requirements analysis to anticipate challenges and reduce rework
Facilitated stakeholder alignment amid leadership transitions and shifting priorities
Drove cross-functional alignment with content teams to document and scale design patterns
Outcome
Delivered modernized admin tools with new capabilities unavailable in legacy portal and laid foundation for scalable admin experiences across the CAP platform.
Operational Efficiency: Replacing manual processes that couldn't scale with partner growth.
Revenue Protection: Proper management of suspensions to reduce revenue leakage.
Target: 75% reduction in account lookup time, 50% reduction in suspension management time.
Supporting onboarding of partner segments.
Consolidated Ad Portal - Partner portal (advertiser-facing)
Expedia Group launched its revamped marketing platform to enable partners of all sizes the self-serve tools they need to accelerate their growth. Partners can create, manage, and optimize campaigns in one place, backed by data-driven recommendations, budget controls, and booster tools to maximize their impact.
Challenge
Expedia's advertising partners needed more flexible payment options and better control over campaign spending. The legacy portal had limited functionality that restricted how advertisers could fund and manage their accounts.
What I did
Credit card payment
Designed credit card payment feature enabling one-time payments — new capability that matched legacy portal functionality
Expanded payment flexibility for advertisers who previously had limited options.
Funding accounts feature
Led UX for Funding accounts feature allowing big and smaller advertisers to use pre-funded accounts
Improved upon restricted legacy functionality to give advertisers better campaign spending control
Cross-functional coordination
Coordinated UX impacts across onboarding, invoices, and payment flows
Ensured seamless advertiser experience across interconnected features
Outcome
Shipped new payment capabilities that expanded flexibility for advertisers and enabled partners to participate through pre-funded accounts.
Credit card payment feature enabled platform migration by matching legacy credit card payment functionality, protecting $41M in annual revenue and ensuring partners maintained the payment convenience they relied on.
Funding accounts feature unlocked platform adoption for budget-conscious advertisers, partners without credit history, and regions preferring upfront payments by delivering pre-funding capabilities that matched legacy functionality—removing a key migration barrier.
Advertising transparency and design system challenge
Challenge
EU regulatory requirements mandated advertising transparency disclosures across Expedia's products. The challenge was creating a solution that could scale across 17+ products while maintaining brand consistency and accessibility compliance.
What I did
Led UX for EU Advertising Transparency regulatory compliance initiative
Adapted existing design patterns into a custom disclosure component
Designed, documented, and validated components for accessibility and brand compliance
Collaborated closely with development to ensure implementation matched specifications
Contributed final component to Expedia Group Design System
Outcome
Disclosure component adopted across 17+ Expedia products with U.S. rollout planned. Component now part of the official Expedia Group Design System.
Disclaimer: In my role as a UX consultant under NDA agreements, I'm limited in how much I can visually disclose. While I can't show full-resolution designs or detailed project visuals, I’ve highlighted key insights and outcomes to showcase my thinking and contributions.
CAP Partner
CAP Admin Tools
CAP Admin Tools
Help & Support
Help & Support
CAP Admin Tools
CAP Admin Tools
Early Concept: Accounts
Early Concept: Accounts
Early Concept: Accounts
Local component library
Local component library
Agile UX Leadership
Championed Agile UX methodology adoption across the design organization:
Helped managers implement practices for tracking team velocity, bandwidth, and phase-based deadlines (discovery, delivery)
Partnered with product owners and stakeholders to align UX strategy with business goals
Used team metrics to drive scope negotiation, risk mitigation, and on-time delivery
Promoted Lean UX, Agile UX, and Kanban workflows to enhance planning and collaboration
Reflection and learnings
What worked
Investing in scalable solutions (design system components) paid dividends across the organization
Proactive requirements analysis reduced rework and helped teams avoid costly pivots
Championing Agile UX practices improved team predictability and stakeholder trust
Consolidated Ad Portal: Working across both the admin and partner tooling work streams gave me a holistic view of the platform from end to end. Understanding how each side of the experience related to the other was key, decisions made in the admin interface directly shaped what partners could see, do, and configure on their side, requiring me to design with both users in mind simultaneously and ensure the experience was coherent across every touchpoint.
What I'd do differently
I would have pushed earlier for direct user research with internal users and advertisers. Much of our Partner Portal work was based on stakeholder assumptions—direct advertiser feedback might have surfaced needs we missed and could contribute to a larger strategy and north star vision for both products capabilities.
How this shaped my growth
Nearly 4 years at Expedia taught me how to operate at scale—designing for enterprise product portfolios, navigating organizational complexity, and building systems that outlast individual projects. It reinforced that UX leadership is about creating clarity in ambiguity, building infrastructure that scales, and influencing how teams work, not just what they ship.