Design Organization & Culture
Founded the UX Innovation Lab to explore emerging guest needs, prototype future-state experiences, and embed experimentation into the design practice. Created a culture of rapid learning and evidence-based design decision-making.
Design Leadership & Delivery
Directed the redesign of Celebrity’s website to elevate brand storytelling while improving usability and conversion. Established a design framework that balanced luxury aesthetics with frictionless booking flows.
Design Strategy & Impact
The new digital experience increased direct booking conversions by 20% and improved NPS by 10%. Reimagined the Flights by Celebrity program with industry-leading features, resulting in record-breaking bookings and a more seamless pre-cruise planning experience.
