Role
Product designer
Tools
Figma, Miro, Pendo, Clarity
Platform
Desktop, mobile web
Overview
Team
Product Manager
Engineers
Business stakeholders
Scope
Discovery → redesign → MVP improvements → pilot launch
Impact
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Contributed to launch across 275 hotels
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Contributed to $2.9M GMV
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Improved marketplace discovery experience
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Established scalable patterns through a new design system
Context
What is this marketplace?
Rezdy Marketplace helps travel businesses discover and partner with local experience providers. The project focused on improving how resellers search, evaluate, and book experiences more efficiently.
😱 Problem: Resellers struggled to quickly find relevant experiences because search relied on administrative regions instead of how people naturally searched.
🧑 User Challenges:
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Difficult discovery
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Too much scanning
💼 Business challenges:
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Low conversion
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Slower reseller workflow
⚙️ Product challenges:
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Legacy interface
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Design system migration
Discovery & Research
Research methods
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Heatmap analysis
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Behavioral analytics review
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User interviews
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Design feedback sessions
Key findings
1. Search and destination fields were among the most-used interactions
Users were highly task-oriented and typically entered with a specific objective.
2. Administrative boundaries did not reflect user thinking
One reseller explained:
"I want to find experiences near me, not within a specific state."
3. Businesses near state borders struggled because their workflow relied on proximity rather than categories or regions.
Users thought in terms of practical distance and immediate relevance, while the product was structured around geographic boundaries.
Design Principles
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Prioritize search
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Reduce cognitive load
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Match user mental models
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Design for scalability
Decisions
1. Search-first experience
Moved search and location to the top of the page, making the primary workflow immediately accessible.
Before
After
2. Simplified filtering
Reorganized filters to reduce visual clutter and support faster decision-making.
Before
After
3. Clearer product discovery
Redesigned product cards with improved hierarchy, making experiences easier to scan and compare.
Before
After
Outcome &
Reflection
Business
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Pilot launched across 275 hotels
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Contributed to $2.9M GMV
Product
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Simplified discovery workflow
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Improved search usability
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Introduced scalable UI patterns
What I learned
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Analytics explained what users did; interviews explained why.
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Small changes to information architecture can have a significant impact on task completion.
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Designing within an evolving design system requires balancing immediate needs with long-term consistency.