Longform web content: Expedia Wildlife Guidelines
- In the fall of 2021, Expedia faced a PR challenge to combat the perception that there were no ethical guidelines for how animal-related activities were chosen and sold on our site.
- Under direction from top leadership, I worked with a designer, legal team, and technical engineer to quickly create a page of our Wildlife Guidelines.
- I took our legal guidelines for our compliance with providing only ethical vendors of wildlife experiences and translated that into plain traveler-friendly copy.
- I worked with different wildlife organizations for their endorsement of our practices. I also collected and wrote case studies based on the work from these endorsing organizations and associations.
- Within one month’s time, the Expedia Wildlife Guidelines page was completed and uploaded to Expedia.com. Those guidelines have remained in effect and become a gold standard for how to combine ethics, legal compliance and support the Expedia mission statement that “Travel is a force for good.”
Shortform UI Content: Vrbo Long Stays – Expedia Group
- In 2024 Vrbo (part of Expedia Group) started a new initiative focusing on renting properties for long stays of 28 days or more.
- As the Content Designer on the project, I wrote end-to-end UI flows for both the search results page (SRP), as well as for the individual property page (PDP).
- I worked with a User Researcher to identify the 5 persona types of Long Stay travelers and then carried out an extensive competitive audit of the marketplace.
- I then analyzed internal data to determine the best amenities and geographic locations for long stays and mapped it to seasonal booking patterns. Results of this analysis showed that the average booking window for long stays was 3-6 months prior to the rental, which was significantly longer than the average short stay booking window of 6 weeks.
- Based on this analysis, I worked with the visual designer to create a series of content modules highlighting the items that long stay bookers looked for when evaluating a property.
- I then worked with engineers on writing search business rules in order to bring up the right infomation at the right time, and ranked in order of importance.
The result was creating a matching set of SRP/PDP property cards that would display optimized results when travelers looked for stays of over 28 days, with a significant increase in conversion and a significant uptick in booking of long stays on Vrbo.com.
Paula Croxon 