Consolidated Ads Portal (CAP): Admin Tools
Enabled alignment and collaboration through hands-on requirement analysis and continuous stakeholder engagement
Project overview
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.
The CAP Admin Tools were part of a larger effort to consolidate and streamline admin and partner management operations across internal facing tools. Some of the challenges were:
Evolve fragmented and inconsistent legacy admin experiences into cohesive, scalable interfaces.
Support simultaneous design work for both Admin Tools and Help & Support under tight timelines and ongoing stakeholder transitions.
Guided stakeholders through early-stage requirement analysis to advocate for user-centered design, ensuring internal users receive a seamless and intuitive experience
Design needed to not only support functional feature delivery but also establish the foundational work that would enable scalability, consistency, and faster time-to-market for future deliveries.
Role
UX Lead for Admin Tools and Help & Support
Operated independently with minimal management oversight
Collaborated with product, operations, content, and engineering teams
Drove stakeholder alignment and facilitated requirement analysis, refining and prioritization
Championed design patterns for scalability
Championed, promoted and proposed Agile workflows using Lean UX, Agile UX, and Kanban to enhance planning, estimation, and team collaboration.
Design Process & Problem Solving
Requirement analysis
Proactively conducted early analysis of evolving and shifting requirements and business rules to anticipate design and development challenges, identify gaps and scalability issues, and reduce rework, throwaway work, and long-term inefficiencies.
Collaborated directly with stakeholders to define needs and priorities amid gaps in product management coverage.
Wireframing
Delivered low-fidelity wireflows early in the process to align stakeholders and shape requirements collaboratively.
Designed high-fidelity wireframes for engineering handoff, ensuring ADA compliance and dev-readiness.
Reusable Components
Drove cross-functional alignment with content teams to clean, document, and scale design patterns.
Advocated for standardizing UI components in a centralized pattern library to help reduce design inconsistencies across CAP Partner & Admin platforms.
Cross-Functional Collaboration
Facilitated cross-functional collaboration across design, product, and engineering, ensuring continuity while navigating changing priorities and leadership gaps.
Resolved stakeholder conflicts by aligning around user goals, technical constraints, and project timelines.
Championed alignment across workstreams to promote a unified product experience.
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.
Requirement analysis - early stages
Lo-fi wire flow and requirement mapping
Product, Dev, Ops & Design team brainstorming - idea distillation
Lo-fi wire flow early mapping
Lo-fi wire flow and requirement mapping
Admin Tools Deliverable
Admin Tools Deliverable
Admin Tools component library
Help & Support component library
Design team: Workflow/Processes pain point analysis and recommendations
Design team: Workflow/Processes pain point analysis and recommendations Agile/Kanban/Jira
Outcome
Cross-Functional Alignment: Strengthened collaboration between design, product, and engineering by facilitating stakeholder engagement and co-creation efforts, even amid leadership transitions and shifting priorities.
Strategic Design Leadership: Maintained project momentum and clarity in the absence of consistent product leadership, demonstrating initiative, ownership, and adaptability.
Stronger Foundation for Growth: Laid the groundwork for scalable admin experiences, setting up the CAP Admin Tools platform to support future enhancements with reduced friction and higher quality.
Working on the CAP Admin Tools project reminded me that great UX goes far beyond designing interfaces—it's about creating shared understanding, shaping strategic direction, and enabling teams to move forward with clarity. In an environment marked by shifting priorities, I stepped in to lead early requirement analysis, foster alignment across disciplines, and advocate for user needs from the start.
This project reaffirmed that UX is a driver for clarity and collaboration, especially when ambiguity, uncertainty and fragmentation threatens progress. By proactively engaging stakeholders and turning evolving requirements into scalable, actionable solutions, I helped lay the foundation for a more efficient, consistent, and user-centered platform experience.