Challenge
Every team at Booking.com built its own campaigns. Banners were hard-coded, looked different everywhere and were stacked on top of each other, so customers stopped seeing them. Each new campaign took weeks to build.
The answer: connected patterns. Validated, reusable components in fixed, tested regions on high-traffic pages, so campaign makers can launch one campaign on every platform in minutes instead of weeks.
My role
I was the only designer, working with a PM and 3 developers. I designed the connected patterns end to end: research per region, scalable components and the A/B tests that proved them.
Approach
Research
I mapped each region with its page owner, then asked users what they look at and what they skip. Insight: most users don't notice promotions at all, unless it's a big discount.
Design
One flexible component per region: one banner, two, three or a carousel, with every property (CTA, link, image or icon) switchable on or off.
Experiment
Every pattern was A/B tested on live traffic. One test showed a blue banner above the availability section hurt conversion, so I wrote placement guidelines for every region.
Capabilities
Validated regions across the funnel, tracking on every component, reusable variants with video and animation, and rules for which content gets priority.
Merch Platform
The patterns connect to the Merch Platform, where campaign makers create and monitor campaigns with zero code.
I designed its Calendar: one overview to plan 100+ campaigns across all platforms.
Result
Campaigns that took weeks of development now launch on every platform in minutes, in regions proven not to hurt bookings.
