Role
UX/Product Director
Client
Travel Alberta
Leading a complex, multi-year platform redesign.
Travel Alberta's ATIS listing service, a B2B marketing tool intended to help local tourism operators reach international travellers, had become outdated and was no longer meeting the organization's needs.
Through interviews and moderated testing, my team learned that users still saw potential in the offering, despite functionality that was not living up to expectations.
Over the course of 3+ years, I oversaw a ground-up rebuild of the platform that stretched my skills as a design leader. The work featured end-to-end product strategy, design, and delivery as well as elements of organizational transformation.
Product discovery & user interviews
Conducted user interviews and varied rounds of moderated testing to inform design direction.
Business case definition
Prepared and pitched the case for redesign to executive stakeholders.
Information taxonomy & user flows
Defined new product categories (152 product types) and designed all-new listing setup flows.
High-fidelity prototyping
Designed high fidelity prototypes to communicate the vision and prepare for user testing.
MVP definition & road mapping
Led client workshops to align on scope for now/next/later releases.
Content migration & comms. planning
Successfully migrated 6500+ listings from old-to-new, plus launch marketing and support content.
The results
80% of listings renewed in the first 4 months
282% surge in traffic following launch
6500+ listings migrated without major issue
6 API distribution partners connected
+12 point improvement to NPS
Product Demo Reel
Create a Listing "Wireflows"
My Listings Index
Next steps
As one of the most complex releases Evans Hunt has ever delivered, launch was an exciting milestone for the whole team, but we're far from done.
We've planned a road map, set OKRs, and secured budget commitments for ongoing iterative updates that include a mixture of both "nice to have" enhancements and longer term initiatives.
"Nice To Have" Enhancements
Maintenance, visible wins and backlog features that will continue to refine and enhance the platform.
Long Term Initiatives
Ongoing work that will continue the evolution of ATIS, creating a connected hub for tourism operators to access all of Travel Alberta's services.
In addition to the ATIS platform itself, I'm also working closely with the destination promotion (i.e. marketing) side of Travel Alberta's business on next steps to increase the reach and visibility of ATIS listings. Success for this platform will require champions and buy-in beyond a single team.
Unlike many agency projects where "phase two" is sometimes cited as a myth, ATIS is ongoing — in fact, our team is just getting started.
As one of the most complex releases Evans Hunt has ever delivered, launch was an exciting milestone for the whole team, but we're far from done.
We've planned a road map, set OKRs, and secured budget commitments for ongoing iterative updates that include a mixture of both "nice to have" enhancements and longer term initiatives.
"Nice To Have" Enhancements
Maintenance, visible wins and backlog features that will continue to refine and enhance the platform.
Long Term Initiatives
Ongoing work that will continue the evolution of ATIS, creating a connected hub for tourism operators to access all of Travel Alberta's services.
In addition to the ATIS platform itself, my team is working with the marketing side of Travel Alberta's business to increase the reach and visibility of ATIS listings. Success for this platform will require champions and buy-in beyond a single team. Unlike many agency projects where "phase two" is sometimes cited as a myth, developing the ATIS platform is an ongoing partnership — in fact, our team is just getting started.
"Your team has been kicking butt and taking numbers, moving us from unstable, weary products to a foundation that can lead us into innovation.
Thank you for creating a culture of excellence with folks that truly care about the work we do."
- Stakeholder Feedback (Exec Level)
Role
UX/Product Director
Client
Travel Alberta
Leading a complex, multi-year platform redesign.
Travel Alberta's ATIS listing service, a B2B marketing tool intended to help local tourism operators reach international markets, had become outdated and was no longer meeting the organization's needs.
Through interviews and moderated testing, my team learned that users still saw potential in the offering, despite functionality that was not living up to expectations.
Over the course of 3+ years, I oversaw a ground-up rebuild of the platform that stretched my skills as a design leader. The work featured end-to-end product strategy, design, and delivery as well as elements of organizational transformation.
Product discovery & user interviews
Conducted user interviews and varied rounds of moderated testing to inform design direction.
Business case definition
Prepared and pitched the case for redesign to executive stakeholders.
Information taxonomy & user flows
Defined new product categories (152 product types) and designed all-new listing setup flows.
High-fidelity prototyping
Designed high fidelity prototypes to communicate the vision and prepare for user testing.
MVP definition & road mapping
Led client workshops to align on scope for now/next/later releases.
Content migration & comms. planning
Successfully migrated 6500+ listings from old-to-new, plus launch marketing and support content.
The results
80% of listings renewed in the first 4 months
282% surge in traffic following launch
6500+ listings migrated without major issue
6 API distribution partners connected
+12 point improvement to NPS
Product Demo Reel
Create a Listing "Wireflows"
My Listings Index
Next steps
As one of the most complex releases Evans Hunt has ever delivered, launch was an exciting milestone for the whole team, but we're far from done.
We've planned a road map, set OKRs, and secured budget commitments for ongoing iterative updates that include a mixture of both "nice to have" enhancements and longer term initiatives.
"Nice To Have" Enhancements
Maintenance, visible wins and backlog features that will continue to refine and enhance the platform.
Long Term Initiatives
Ongoing work that will continue the evolution of ATIS, creating a connected hub for tourism operators to access all of Travel Alberta's services.
In addition to the ATIS platform itself, I'm also working closely with the destination promotion (i.e. marketing) side of Travel Alberta's business on next steps to increase the reach and visibility of ATIS listings. Success for this platform will require champions and buy-in beyond a single team.
Unlike many agency projects where "phase two" is sometimes cited as a myth, ATIS is ongoing — in fact, our team is just getting started.
"Your team has been kicking butt and taking numbers, moving us from unstable, weary products to a foundation that can lead us into innovation.
Thank you for creating a culture of excellence with folks that truly care about the work we do."
- Stakeholder Feedback (Exec Level)
Role
UX/Product Director
Client
Travel Alberta
Leading a complex, multi-year platform redesign.
Travel Alberta's ATIS listing service, a B2B marketing tool intended to help local tourism operators reach international travellers, had become outdated and was no longer meeting the organization's needs.
Through interviews and moderated testing, my team learned that users still saw potential in the offering, despite functionality that was not living up to expectations.
Over the course of 3+ years, I oversaw a ground-up rebuild of the platform that stretched my skills as a design leader. The work featured end-to-end product strategy, design, and delivery as well as elements of organizational transformation.
Product discovery & user interviews
Conducted user interviews and varied rounds of moderated testing to inform design direction.
Business case definition
Prepared and pitched the case for redesign to executive stakeholders.
Information taxonomy & user flows
Defined new product categories (152 product types) and designed all-new listing setup flows.
High-fidelity prototyping
Designed high fidelity prototypes to communicate the vision and prepare for user testing.
MVP definition & road mapping
Led client workshops to align on scope for now/next/later releases.
Content migration & comms. planning
Successfully migrated 6500+ listings from old-to-new, plus launch marketing and support content.
The results
80% of listings renewed in the first 4 months
282% surge in traffic following launch
6500+ listings migrated without major issue
6 API distribution partners connected
+12 point improvement to NPS
Product Demo Reel
Create a Listing "Wireflows"
My Listings Index
Next steps
As one of the most complex releases Evans Hunt has ever delivered, launch was an exciting milestone for the whole team, but we're far from done.
We've planned a road map, set OKRs, and secured budget commitments for ongoing iterative updates that include a mixture of both "nice to have" enhancements and longer term initiatives.
"Nice To Have" Enhancements
Maintenance, visible wins and backlog features that will continue to refine and enhance the platform.
Long Term Initiatives
Ongoing work that will continue the evolution of ATIS, creating a connected hub for tourism operators to access all of Travel Alberta's services.
In addition to the ATIS platform itself, I'm also working closely with the destination promotion (i.e. marketing) side of Travel Alberta's business on next steps to increase the reach and visibility of ATIS listings. Success for this platform will require champions and buy-in beyond a single team.
Unlike many agency projects where "phase two" is sometimes cited as a myth, ATIS is ongoing — in fact, our team is just getting started.
"Your team has been kicking butt and taking numbers, moving us from unstable, weary products to a foundation that can lead us into innovation.
Thank you for creating a culture of excellence with folks that truly care about the work we do."
- Stakeholder Feedback (Exec Level)