The Solution

A modular structure giving each travel vertical its own CMS-managed homepage, compliance designed in from the start, not bolted on at QA. Front-end literacy meant I made the architectural calls alongside engineering, not after them, so the rebrand could be ambitious without quietly costing the business.

Each vertical could now run its own campaigns at pace without engineering bottlenecks and partner integrations got their own surface area. A better tracking layer, an A/B testing framework and always-on Hotjar capture went in alongside and a qualitative study with real users validated comprehension and navigation before we called the rollout a success.

The pressures were real. Brand wanted bold change, engineering wanted minimal disruption, commercial wanted zero funnel impact, compliance needed regulated pricing intact. The job wasn't averaging those into the lowest common denominator, it was finding the structural answer that gave each function what it actually needed.