POINT ME SERVICES

OVERVIEW:

Point.me is a premium travel search platform that helps users book flights using points and miles. As the lead UX designer and strategist, I was brought in to overhaul their digital experience, enhance accessibility in alignment with AMEX partnerships, and increase conversion for both their concierge and self-serve offerings.

Role: Lead Designer, UX Strategist, Consultant
Platform Type: B2C Travel Tech Platform
Focus Areas: AI-Driven Personalization, Accessibility, CRO, A/B Testing

CHALLENGE:

Despite a strong value proposition, Point.me’s initial experience struggled with:

• Low conversion from homepage to checkout.

• Unclear pricing models for high-value users.

• Limited accessibility and WCAG compliance.

• Inefficient design handoff and engineering alignment.

My goal was to redesign the end-to-end flow—from homepage to checkout—focusing on clarity, accessibility, and a data-backed layout to increase trust and conversion.

Approach:

Audit & Discovery

• Conducted a full UX and content audit of the homepage, services page, booking flow, and pricing structure.

• Identified WCAG violations using Stark, such as poor contrast ratios and small touch targets.

• Analyzed FullStory session recordings to find drop-off points.

• Reviewed support ticket themes to uncover usability issues.

• Mapped competitive and comparative landscapes across travel, fintech, and rewards platforms.

Wireframing & Ideation

• Created low-fidelity wireframes to propose structural changes and user path optimizations.

• Built and tested componentized designs for plan comparison, search filtering, and loyalty integration.

• Prioritized hierarchy, removing excessive noise and showcasing savings.

• Incorporated a sticky header feature so pricing plans remained visible as users scrolled—critical for mobile and long-form content.

User Testing

• Conducted moderated and unmoderated usability sessions with new and returning users.

• A/B tested three pricing page variations (card view, grid view, and side-by-side) with different copy and iconography.

• Validated new components like tooltips, comparison toggles, and sticky plan selectors for scannability and retention.

Stakeholder Collaboration

• Presented updated flows to the executive, product, and marketing teams biweekly.

• Facilitated design alignment meetings with engineering to scope responsive and interactive behaviors.

• Delivered research-backed rationale to support design decisions and prioritize MVP features.

Responsive Design & Edge Cases

• Designed for mobile-first, ensuring every experience was scalable and responsive from mWeb to tablet to desktop.

• Addressed edge cases including:

  • Overflow handling for long plan names and city destinations.

  • Scroll-jacking behavior on Safari.

  • Loading and error fallback states for real-time flight data.

• Built responsive grids, spacing logic, and icon scales tied to Figma tokens for consistency.

Delivery Process

• Created pixel-perfect, annotated Figma files with tokenized color, type, and spacing rules.

• Delivered mobile, tablet, and desktop variations, marked “Ready for ENG.”

• Included dev handoff assets: specs, accessibility guides, QA checklist, and fallback behavior documentation.

• Integrated a sticky header that dynamically tracked user scroll and kept the pricing tier context always visible—a proven way to reduce decision friction.
  

AUDIT & DISCOVERY

Problems I Faced & How I Solved Them

• Unclear Value Propositions: Redesigned the pricing plans to include side-by-side comparisons and benefits per tier. Simplified language with supporting illustrations.

• Accessibility Failures: Used Stark and manual keyboard testing to bring every component to AA standards.

• Disjointed Mobile Flow: Rebuilt mobile flows from the ground up using mobile-first logic and reduced content density per screen.

• Lack of Dev Consistency: Built Figma libraries with live specs and created a QA-ready handoff process.

RESULTS

Key Initiatives & Solutions

• Redesigned homepage and booking flow to simplify search.

• Rebuilt pricing structure with sticky tiers and clear benefits.

• A/B tested and validated layout and messaging with users.

• Developed a mobile-first responsive system.

• Introduced predictive filters and plan matching based on loyalty programs.

• Improved accessibility and provided screen reader support.

1. Increased homepage-to-checkout conversion by 212%.

2. Boosted accessibility compliance to 100% WCAG AA.

3. Reduced bounce on pricing page by 47%.

4. Improved mobile booking flow completion by 65%.

5. Reduced dev handoff time by 35%.

6. Net Promoter Score improved by +18 points post-launch.

Strategy Drives Conversion
A strategic UX approach—grounded in real user behavior, tested hypotheses, and iterative improvement—can directly impact metrics like conversion (212% lift), bounce rate (↓47%), and NPS (+18 points).

Clarity Is Currency
Simplifying the pricing page with side-by-side comparisons and sticky headers helped users make faster, more confident decisions—particularly critical in high-stakes, high-value travel planning.

Mobile-First Isn’t Optional
Designing from a mobile-first perspective and accounting for edge cases like overflow, scroll behaviors, and sticky UI dramatically improved the booking flow completion rate on smaller devices (↑65%).

Accessibility = Better UX for Everyone
Fixing WCAG compliance issues not only fulfilled legal and partnership requirements (e.g. AMEX), but also created a more legible, trustworthy, and inclusive interface for all users.

Cross-Functional Handoff Is a UX Deliverable
Building annotated, dev-ready files, QA checklists, and Figma libraries reduced rework and sped up dev cycles by 35%—proving that great UX includes supporting engineering success.

Test Everything, Assume Nothing
A/B testing and usability research led to unexpected insights—like users preferring toggle views for pricing and needing simplified plan names. Data validated design direction.

Design Systems Save the Day
Creating scalable, tokenized component systems allowed for consistent styling across web, tablet, and mobile, while reducing design debt and future maintenance friction.