Driven by the pandemic, Virtuoso accelerated many of the organization's digital capabilities to keep pace. One of those changes included migrating the Best of best publication to digital with two goals:

1. Growing the consumer reach and engagement for our hotel products
2. Sustaining perceived prestige and value of Best of Best program to members and partners

My Role

In a determined team of 2, I took ownership of the project's hotel product detail pages as well as the search results page and filtering.

The Challenge and Opportunity: Translating a quality user experience from print to digital. Web browsers typically show little respect for any standardize flow and sequencing, typeface, white space -- the very essence of Virtuoso publication experiences. But magazines and mobile screens have more in common than one might think because the experience for both is how things feel and how they make people feel. There is an opportunity in these similarities to reimagine customer journeys and refocus digital efforts towards changing customer expecations.

I created quick mid-fi wireframes for my prototype in Figma.

The designs were continuously iterated upon throughout a 4-month process until a decision was made on the final solution.

I also updated different elements of the pattern library and iconography to portray the product's new look and feel.

Results and impact:

Since launching the page, our newly designed Best of the Best catalog has led to an increase in page views of  nearly 40% and provided new insights on how well we retain users.

As we continue toward a full travel recovery, Virtuoso is currently involved with member/partner collaborations, marketing that keeps clients dreaming and planning for upcoming travel, and meetings in many different regions across the network. During these difficult times, relationships have been a lifeline, not only transforming how we do business but greatly improving our quality of life. Like with everything and everyone, if you don't adapt you don't survive. That being said, we will continue testing and adapting the designs to engage our audience and validate our new digital content strategy.