A question I asked myself when applying for the role at Luxury Escapes
Two prices at equal visual weight, differentiated only by colour — unclear and inaccessible. I noticed it while working on my design challenge for the role.
Designed and ran a 3-way A/B test restructuring the pricing hierarchy to lead with the LP+ member price.
Variant B outperformed control and Variant A — shipped as the new default pricing display across the Luxury Escapes hotel booking flow.
The non-member price and the LP+ member price were displayed at the same font size and weight. No visual cue told customers which was theirs, or why there were two at all.
Lead with the LP+ price as the primary, larger price. The member benefit becomes the headline — not presented at the same weight as the non-member price.
Blue for the LP+ price and black for the non-member price is a WCAG failure. It relies entirely on colour perception to communicate a meaningful distinction.
Use size, weight, and labelling — not colour alone. LP+ price leads, clearly labelled. Non-member price is secondary, smaller, with context.
The higher non-member price was presented first and visually dominant. For a platform whose membership is the core value proposition, this was the wrong way around.
Variant 2 flipped the order: LP+ price up front and large, non-member price below as context. The discount pill and valued-up-to price reinforce the saving at a glance.
Both prices at equal size and weight — colour as the only differentiator.
Lead with the non-member price, with the LP+ saving shown in a banner above the block.
Lead with the LP+ member price as the primary, Non-member price below.
Variant 2 won — across every metric.
Leading with the LP+ price outperformed both the control and Variant 1.
Variant 2 was shipped to 100% of users. The winning design was cleaned up and unified as the platform standard — control and variant code merged so all users received the same experience.
I designed Luxury Escapes' first self-service flight services, including seat selection, meals and baggage. Customers can now manage their booking without leaving the platform.
I conducted qualitative research that revealed novice buyers lacked confidence when evaluating vehicles. Workshops and testing helped translate insights into action.
