The Opportunity

How might we create a unified experience that:

  • Prioritizes high-intent bookers while engaging new and potential customers
  • Encourages travel discovery with a premium, immersive design
  • Drives awareness of Capital One Travel benefits and new launches
  • Establishes a scalable design system that can be extended across the Capital One Travel ecosystem

The Approach

Our design strategy was informed by user research and competitive analysis, identifying gaps in the online travel industry (OTAs) and aligning with business objectives.

Structuring the Funnel for Conversion

  • We designed a clear content hierarchy to capture high-intent bookers while nurturing new and potential customers:
  • Top 25% of the page: Focused on high-intent users, featuring streamlined trip planning and booking flows.
  • Middle 50% of the page: Showcased new travel offerings and benefits, driving engagement and exploration.
  • Bottom 25% of the page: Educated users on Capital One Travel perks, encouraging future bookings.

Information Architecture & Navigation

To create a seamless and engaging browsing experience, we:

  • Used funnel data to strategically place key content in prime locations

  • Optimized navigation and scrolling behavior to reduce friction

  • Enhanced the user experience with motion interactions and animations for a more immersive feel

Competitive Differentiation Through Design

We leveraged premium design elements and interactive features to set Capital One Travel apart from traditional OTAs:

  • Engaging animations to encourage discovery and interaction.
  • Aesthetic refinements for a clean, modern look.
  • Performance optimizations to improve usability and responsiveness.

A Scalable Brand Refresh

 

A key opportunity in this redesign was to carry a new brand identity throughout the experience, modernizing the look and feel while creating consistency across Capital One Travel’s ecosystem.

  • Introduced new design patterns that became the foundation for a refreshed visual language

  • Established consistency across the main site and travel booking experiences (flights, hotels, vacation rentals, premium stays, car rentals, and experiences)

  • Created a scalable design system that influenced other Capital One lines of business beyond travel

Results & Impact

Our redesign transformed COT.com into a dynamic, user-first platform, leading to:

  • Increased engagement with travel discovery features

  • Higher conversion rates from high-intent bookers

  • Greater adoption of new travel offerings, driving awareness and revenue

  • A consistent and recognizable brand experience that scaled beyond the homepage

Key Takeaways

  • Strategic content placement can guide user behavior effectively

  • Premium UI and interactions enhance engagement and differentiation

  • A cohesive brand system strengthens recognition and creates scalability

  • Balancing business goals and user needs creates a more impactful experience