Work that makes an impact.
I’ve been delivering work for some great clients for decades. Much of that time was spent in travel and tourism where I ran development teams, design teams and a full agency.
More Case Studies
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TourismAir canada
Air Canada
When Air Canada decided to rebuild its loyalty platform for over five million members, they engaged Appnovation to uncover critical UX barriers, define improvements, and accelerate adoption. As the lead strategist and researcher, I oversaw usability testing, stakeholder interviews, and rapid issue resolution—transforming a cumbersome site into a highly intuitive, brand-strengthening experience.
47 usability issues identified4-day turnaroundView case study
DesignBCBS medicare
Blue Cross Blue Shield North Carolina
I led the redesign of the Medicare Plan Finder tool for Blue Cross Blue Shield of North Carolina (BCBS NC), helping the organization address a critical retention gap as members aged into Medicare. Only 27% of members were continuing with BCBS once eligible—largely due to poor UX and a lack of personalized engagement. My role was to reframe the entire experience around the user’s journey and emotional context, while aligning internal teams around a shared design strategy. The result was a more human, accessible, and trustworthy experience that has since influenced the broader BCBS digital ecosystem.
33% Increase106% IncreaseView case study
TourismBrand USA Discovery Program
Brand USA
The mission of Brand USA is to encourage increased international visitation to the United States and to grow America’s share of the global travel market. Brand USA works in close partnership with the travel industry to maximise the economic and social benefits of travel. With training programmes already existing for many destinations within the USA, such as California or New York, Black Diamond saw the opportunity for a unified platform highlighting the diversity of the USA.
View case study
EntertainmentDisney UX Research
Disney Plus
In late 2021, Disney engaged me and my team at Appnovation to investigate why subscription conversion rates for Disney+ and Star+ in Brazil and Mexico were underperforming expectations. I led a cross-functional effort that combined deep UX research with feature prioritization—culminating in a series of actionable design improvements that boosted clarity, brand engagement, and user trust. This work informed both short-term product updates and long-term strategy.
40 in-depth interviews100 prototype testersView case study