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Driving product growth through iteration
Project type
Product design, Branding, User Testing
Date
May 2019 - March 2020
Location
London/Remote
Metrics
10x sales increase within first two weeks of lanuching
Overview
Long-term embedded design partner contributing to iterative improvements that supported significant commercial growth.
Context
Flash Pack is a travel startup that underwent rebrand and rapid scaling.
The challenge
The product needed to evolve continuously while balancing brand identity and commercial performance.
My role and impact
Working as an embedded senior product designer, I collaborated closely with brand and development teams to iteratively refine booking and discovery journeys. Rather than pursuing large redesigns, I focused on continuous experimentation and incremental improvements aligned with growth metrics.
I balanced strong brand expression with performance optimisation, ensuring that visual identity supported, rather than hindered, conversion.
This long-term partnership contributed to a tenfold increase in monthly profit post-rebrand and supported sustained product evolution through growth.
