Creating a unified design language that makes user journeys smoother and seamless across Expedia Group’s entire portfolio of brands.
The challenge
Over the years, Expedia Group’s portfolio has grown exponentially, each brand with their own individual design system and distinct design languages. We set out to bring our brands onto one unified design platform—that would make designing, building, and evolving each brand more efficient and consistent, without losing their distinctiveness.
While our design system team laid the groundwork for a robust design system that could support over 90 Expedia Group brands and white-label partners, my team took on the exciting task of crafting a design language that could unify these brands while still celebrating each brand’s unique voice.
Creating a branded house
As Expedia Group’s portfolio grew, we knew it was time to shift from brands competing with each other to celebrating their shared connection. Partnering with the brands team, we took on a Branded House approach. We kicked things off by defining core values and principles that resonated across all brands, giving us a solid, shared foundation.
With this strategy in place, we mapped out which elements should stay consistent to build trust and familiarity, and identified flexible areas where each brand could show off its unique personality. This approach kept each brand’s voice distinct while creating a cohesive presence across all touchpoints.
Setting strong foundations
Nailing down the essentials to keep the system simple, consistent, and intentional. By creating a solid, consistent foundation, we built a system that’s easy to scale, empowering teams to deliver experiences that feel cohesive across the ecosystem. We standardized key components—like spacing, typography, color, and iconography—creating the steel threads that connect our brands and act as the building blocks of our UI. These simplified foundations made it easier for our designers to make good and purposeful decisions.
Flexible brand expression
Giving teams a way to dial up or down brand personality while staying cohesive. To create a seamless experience for travelers and a stronger sense of continuity across our brand ecosystem, we brought key brand assets—like display fonts, expanded color palettes, and unique motion patterns—into both marketing and product.
To make things easier for designers, I developed a framework that lets them dial brand expression up or down: from a low setting that keeps travelers focused on tasks to a high setting that captures attention and tells a story.
Feedback loops
Evolving a design language that grows with user needs and designer insights. This work is never really done. Our design language is always evolving, shaped by feedback from both travelers and designers. I'm focused on giving our designers and teams the guidance and resources they need to bring this language to life. By supporting teams in using the design language thoughtfully and consistently, each brand can stand out and resonate in a way that feels meaningful.
