With 16% of people living with a disability and fewer than 1% of Vrbo listings considered accessible, the disconnect between traveler needs and available inventory had become impossible to ignore. Vrbo came to us with a campaign need to encourage their hosts to improve their homes through updates that made them more accessible. I led experience design for a mobile-first, single-page campaign created to help close that gap by educating and empowering hosts through immersive, interactive storytelling.
Timeline
- 2 weeks concept development
- 4 weeks design
- 2 development sprints
- Launch: April – May
Objective
Design a single-page, mobile-first experience that could simultaneously educate hosts on accessibility upgrades and inspire behavior change all within a 10-component constraint, aligned to Vrbo's brand, and built for scalability across future campaigns.
My Role
I supported the UX design experience across a global cross-functional team, through competitive research, wireframes, iteration, and developer handoff. I owned the page strategy, component architecture, and the design decisions that shaped the final live experience.
List:
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Collaborated with visual design, motion design and development teams to build designs, visualize the solution enabling tech validation
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Assessed and identified key components required to meet the functional and content needs of the page.
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Led internal workshops to align on the page strategy, define key strategy pillars, and establish a shared vision.
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Designed end-to-end low-fidelity wireframes incorporating appropriate componentry to meet UX and design requirements, and delivered final wireframes for handoff to visual design.
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Collaborated closely with visual design, motion design, and development teams to bring the solution to life, validate feasibility, and ensure seamless execution
01
Getting Alignment
Vrbo came to us with a clear vision: An immersive home experience that walks users room-by-room through accessibility upgrades. We aligned quickly and surfaced the component constraint early on, maintaining a max of 10 components. Each design decision needed to be anchored in modularity and scalability from day one.
I audited how messaging is brought to life across competitor and industry experiences, focusing on scrollytelling patterns (full-bleed, narrative-driven and interactive single-page experiences) that pair strong visuals with progressive disclosure. This directly shaped our approach.
02
Strategy + Wireframes
We landed on three strategic pillars to build the experience around, Engage, Educate and Empower. I built low-fidelity wireframes around that positioning, creating explorations that enabled users to feel each of the pillars.
Additionally, Vrbo provided us with a list of specific updates that hosts could make to their properties. This served as a guide for our experience design, helping us identify key areas of education on accessibility improvements that hosts could make.
Engage
Draw users in with an immersive and full-bleed entry point that sets immediately captures users
Educate
Provide users with the data and information hosts need to understand why accessibility upgrades matter
Empower
Through educational examples, give hosts clear, low-effort action paths using upgrades that are easy to implement and effective
We explored a fully guided linear experience against a more consolidated interactive experience.
Ultimately we landed on a hybrid, the narrative unfolds naturally on scroll, but users can pause and engage with key moments on their own terms.
Motion was delivered directly to production via Rive, bypassing developer handoff and keeping animation intent intact from design through launch.
03
Accessibility-first Execution
The experience was built to model its own message. Simplified visual indicators to support users with color vision limitations. Reduced motion settings were designed in but not bolted on. Every component was audited against A11y best practices before handoff.
Awards
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W3 Award winner, Gold: Recognized for design excellence and impact in accessible digital experience
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Recognized at the 18th Annual Shorty Award Winner
