COMPANY
Spotnana - B2B
Travel-as-a-Service
ROLE
Sole Product Designer
TEAM
XFN Product team XWorldwide
DURATION
Phase 1/ Events 10, 2023- 9.2024
Phase 2/ SPD 9, 2024 - NOW
From Manual Chaos to a Scalable Framework:
Designing the Specialty Desk Travel (SPD) Platform
PROJECT OVERVIEW
This project chronicles the significant evolution of Spotnana's travel management capabilities, originating from a focused solution for group event travel and expanding into a comprehensive platform addressing diverse, specialized travel needs across the enterprise.
I utilized this iterative development process to guide both the foundational 'Events' design and the strategic evolution to 'Specialty Desk' (SPD). As the Sole Designer and initial lead before a dedicated PM assignment, I drove the process from discovery through delivery for Events (top). Recognizing its limitations, I spearheaded the strategy and initiation of SPD (bottom), adapting the core learnings and leading cross-functional teams to develop a flexible platform for diverse travel scenarios, demonstrating proactive leadership in product expansion.
WHAT WE ACHIEVED
Today, the Events platform is live, transforming how companies manage group travel. By replacing a cumbersome, manual process with an automated, self-service solution, the platform empowers event organizers, delights traveling employees, and provides companies with unprecedented control over their travel programs. The release led to significant client acquisition, with major companies like Meta, Amazon, and Walmart adopting the platform for their group travel needs.
75%
Reduction in HR Admin Time
This was reduced from an estimated 2.5+ hours of manual work per event (emailing, chasing info, compiling spreadsheets) to less than 30 minutes required to set up the event and send an invite.
90%
Faster End-to-End Booking Cycle
The entire process, from sending the first invitation to having all travelers confirmed, was cut from an average of 3-5 business days down to just a few hours, with employees able to book their travel in minutes.
100%
Automated Policy Compliance
We moved from a system of inconsistent manual checks to a platform with built-in policy enforcement. This ensures every self-booked trip is automatically 100% compliant with company rules for flights and hotels, eliminating rogue spending.
THE PROBLEM
Manual Chaos
👀The need for a better solution came into focus when we observed that our clients' daily process for managing even straightforward 'same dates' group events was entirely manual.
⚠️The People Problem
Event administrators were drowning in emails just to gather traveler info, wrestling with error-prone spreadsheets, and playing an endless game of back-and-forth with Travel Management Companies to get bookings done.
⭐️The business Impact
resulted in crippling operational inefficiencies, inconsistent traveler experiences, and a constant risk of errors. For Spotnana, it represented a clear area where we could provide immense value.
❓HMW
Empower administrators with a simple, self-serve tool for 'same dates' group events?
🎯The goal - Automate invitations and travel rules to drastically reduce manual effort.
👩🏻💻My Role - Sole Product Designer, leading end-to-end research and design.
📌Process - Discover -> Define -> Design -> Deliver
FROM COMPLEXITY TO CLARITY
Directional Exploration
🎨DESIGN - PROOF OF CONCEPT
Executing the "Focused Journey"
THE EVENT LISTING PAGE
The Flexible Hub: Event Management
INTELLIGENT COMPLIANCE
Rule-Based Policy
CONFIGURABLE GUARDRAILS
Defining Travel Parameters
THE CREATE EVENT PAGE
The Focused Journey: Event Creation
DESIGN EVOLUTION
Arriving at a Scalable Component
FINAL POLISH
Enhancing Brand & Engagement
THE COMMAND CENTER
The First Step
THE DESIGN PHILOSOPHY
A Holistic System For At-A-Glance Status
SIMPLIFYING COMPLEXITY
The Invitation & Booking Status in Action
EVOLUTION
From Data Table to Command Center
PILOT SUCCESS
Business & Product Impact
🌐
Evolved into a Core Product
Now featured on Spotnana.com, directly contributing to new client acquisition.
✈️
Powered Our Own Global Offsite
Successfully managed travel for our "Converge 2024" event, proving its value at scale.
📊
Delivered Measurable Results
KEY METRICS
90%
Reduction in booking error
15hrs/wk
Manual Work Saved
BUSINESS IMPACT STATEMENT
✅ From Pilot to Product
Evolved into a core product offering, driving new business growth.
THE BRIDGE
Uncovering The Next Frontier
THE EVOLUTION
The "SPD" Framework
THE STRATEGIC EVOLUTION
🎯The goal
One-Off Event Setup" model to a reusable "Template -> SPD Trip" model.
THE STRATEGIC PIVOT
From Simple Feature to Enterprise Platform
THE STRATEGIC PIVOT
From Simple Feature to Enterprise Platform
Summary
I led the design of Spotnana Events, a platform simplifying group travel booking for events of any size. I was passionate about creating an intuitive and enjoyable experience for both event planners and attendees, and I'm proud of the work we did to bring this product to life.
My contributions:
Led the design and development of the entire Spotnana Events product.
Championed user experience and design consistency.
Drove the implementation of Spotnana's new design system.
Played a key role in the successful adoption of the platform by major clients.