BOOKING.COM

Content Design & Performance Experimentation

For Booking.com’s Genius Loyalty Programme, I worked on content design and customer communication systems focused on improving user engagement, retention, and conversion across the loyalty experience.

The work centred around developing clearer, more effective messaging and digital content experiences designed to help users better understand the value of the Genius programme throughout the customer journey.

Collaborating closely with product, UX, CRM, brand and go-to-market stakeholders, I contributed to:

• content design systems

• messaging hierarchy development

• experimentation and optimisation initiatives

• customer journey communication

• high-converting landing pages

My role combined consumer psychology, UX thinking, and experimentation-led creative strategy to help improve how loyalty benefits and programme value were communicated across digital touchpoints.

The project strengthened my experience and knowledge of:

• content design

• performance experimentation and performance KPIs

• user engagement and audience personas

• customer retention strategy within large-scale digital ecosystems.