BW

BenWillis

Designs

BW

BenWillis

Designs

BW

BenWillis

Designs

Experiences

|

Case Studies

|

Artifacts

|

Eye Candy

TravelPass

Product, Web, Native, Design System

Problem

As Head of Design, reporting to the C-suite, I led a team of designers in launching a new product. I ensured stylistic consistency through a robust design system and component library while collaborating closely with product managers and executives. I guided them through user flow development, wireframing, and design conceptualization, then worked closely with developers to bring these designs to life.

Solution

Introduced a user-first product delivery framework with annual sales of 1 billion in hotel bookings.

○ Led a start-up effort to build an AI-driven, personalized, innovative travel recommendation native IOS application and website.

○ Mentored a team of 12, leveling up to full-stack UX/Product designers.

Role

Head of Design

Acting Product Manager

UX Researcher

Cross Team workshops, generative research, workflows, prototypes, user validation

Design System

Before we could scale design or ship anything meaningful, we needed a strong, reusable system. The brand identity—logo, color palette, and high-level direction—was already set when I joined. My focus was translating that into a functional design system that could support multiple designers and stay consistent across the product. We started with a living system that evolved as real needs surfaced—refining components, layout logic, spacing, corner radius, shadow use, and typography until the system became reliable, scalable, and easy to use.

Mobile App

I led the product management and design of a mobile companion app that extended the website’s travel experience to on-the-go users. The app focused on giving travelers quick access to their guides, bookings (past, present, and future), and hotel details. While it supported hotel search and resumed previous sessions, the core goal was mobile convenience—making it easy to manage trips, stay informed, all within a clean, intuitive interface.

Travel Guides

We set out to develop a tool that empowers users to create and share inspiring travel guides. Through numerous iterations and continuous testing, we’ve actively sought feedback to enhance the user experience and ensure our product meets the needs of our community.

UX & Biz Artifacts

Data and marketing to support the product.