PRODUCT DESIGN · CUSTOMER EXPERIENCE AT SCALE

Bringing a new product direction to the journeys driving organic traffic

A homepage redesign introduced a new visual direction, but the acquisition journeys carrying most of the site's organic traffic hadn't caught up. Working with SEO, I identified the journeys where UX investment would have the biggest impact, then created reusable patterns to bring them into the new experience.

COMPANY
Ice Travel Group
ROLE
Product Designer
DURATION
3 months
LOCATION
🇬🇧 United Kingdom
7 priority journeys rebuilt in one scalable systemPrioritised from 100+ pages using SEO traffic data
THE DESTINATIONS JOURNEY — BEFORE AND AFTER, LIVE
OLD
OLD LIVE NOW
01 — CHALLENGE

The homepage moved forward. The journeys bringing new customers in hadn't.

After the homepage redesign shipped, the destination, partner, holiday and hotel pages carrying most of the site's organic traffic were still running the old experience, the first thing most search visitors actually saw.

100+ acquisition page types ranked by session volume
100+ page types ranked by traffic — the basis for narrowing scope to the seven journeys worth rebuilding.
02 — APPROACH

How I approached the redesign

PRIORITISATION
Finding where UX effort mattered most

Working with SEO, the scope narrowed from 100+ page types to the seven carrying the most traffic.

SYSTEMS THINKING
Designing for reuse

Rather than treating each page as a separate redesign, I created reusable patterns that could adapt across destination, partner, holiday and hotel journeys.

COHERENCE
Extending the new design direction

The homepage redesign introduced a new visual language. I brought that direction across journeys while improving accessibility, hierarchy, and component consistency throughout.

03 — TRANSFORMATION

Turning SEO content into clearer decision-making sections

Currency, language, and flight time were previously buried in plain text. The new key facts section gives these high-value details more prominence, making them easier to scan.
Old Details section BEFORE
New Key Facts section AFTER
The real answer "when should I book?" was buried inside two long paragraphs. Split into three decisions: season, comfort, and a practical warning.
Old When to go section BEFORE
New When to go section AFTER
"Why icelolly.com" used to be three paragraphs. Now three equally-weighted, branded reasons to trust the site, sitting right where the budget decision gets made.
Old Package holiday deals section BEFORE
New Package holidays by budget section AFTER
04 — SYSTEM

Built once, specified for every breakpoint

Each pattern holds up from a 1440px canvas down to a 375px phone, so future journeys can adopt the patterns without needing to start from scratch.

Detail card component specified across desktop, tablet and mobile
Highlight card component specified across breakpoints
Developer-ready specs and redlines for the detail card component
Handed off with full anatomy and redlines, so devs could build it once and reuse it correctly.
05 — LIVE

The same rebuild, holding up on mobile

BEFORE
AFTER
↓ Scroll each device to explore
The old Package Holidays journey
BEFORE
The new Package Holidays journey, live
AFTER
The Package Holidays journey before & after.
06 — RESULTS

A reusable foundation for acquisition journeys

7
Priority journeys rebuilt
4
Reusable patterns created
100+
Pages assessed to prioritise scope

The work created a shared foundation across seven journeys. Performance metrics are currently being validated and will be added once confirmed.

07 — REFLECTION

Scaling design quality rarely means redesigning every screen. It means finding the gap that matters most, then building patterns flexible enough to carry the fix everywhere else.

Interested in the details?
gabriella-smith@hotmail.com
Back to all work