The Plum Guide is a growing collection of the world's best holiday homes. Every property is independently reviewed by expert home critics, and must pass an exhaustive 150 point test. Only 1 in 100 make it into the collection.
Working closely with the Product Director, we researched the core audience through a combination of: user testing, user interviews, consumer insights, stakeholder interviews, product analytics and booking data.
Based on our learnings, operating within the existing design system, our team ran a series of product experiments to understand what levers we might be able to pull to improve conversion.
Once we'd moved the needle, we turned our attention to improving the efficiency of some of the internal systems, understanding particular audience segments, and driving growth.
Working across the business, I also helped the Brand Team produce everything from social media creative, to digital billboards shown at Westfield. And working closely with the Technical Team, I helped them start the process of cataloguing frontend components within a React Storybook.