Redtag.ca
I worked on Redtag.ca’s website modernization during their migration to Adobe Experience Manager, helping redesign key customer experiences while creating a more scalable foundation for future growth.
The project focused on improving the path from travel discovery to booking by addressing outdated layouts, inconsistent components, and usability challenges across the existing experience. Working closely with developers, I translated designs into flexible AEM components that improved consistency, accessibility, and maintainability across the platform.
Role & Scope
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Lead designer for website modernization initiatives
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Customer journey and page experience improvements
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Creation of reusable AEM components and templates
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Responsive design and accessibility improvements
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Design QA and developer collaboration throughout implementation
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AEM Cloud migration support
The Problem
Redtag.ca’s digital experience had evolved over time, resulting in inconsistent layouts, outdated components, and friction across key booking journeys.
While the platform supported users through the travel discovery and purchasing process, the experience lacked a cohesive design system and flexible content structure. Pages were difficult to scale, visual hierarchy was inconsistent, and existing components limited opportunities to create more engaging travel experiences.
As part of the migration to Adobe Experience Manager Cloud, the opportunity was not only to refresh the visual experience, but also to create a stronger foundation that could support future content needs and improve the overall customer journey.
The Strategy
The redesign focused on two key areas: improving the customer experience and building a scalable system that could support long-term growth.
First, I redesigned key pages to improve content hierarchy, simplify layouts, and create clearer pathways through the booking journey. By focusing on responsive design principles and accessibility, the updated experience helped users find relevant information more easily across devices.
Second, I developed reusable components and design patterns within AEM that allowed teams to create more consistent pages while reducing complexity for future updates.
Key Contributions
Scalable AEM component system
Created reusable components and responsive patterns within AEM Cloud to support a more consistent and maintainable website experience. Working closely with developers, I translated designs into adaptable solutions that could be efficiently implemented across the platform while maintaining accessibility and visual consistency.
Customer journey & experience redesign
Redesigned key customer touchpoints to create a more intuitive travel experience, improving how users discover destinations, explore offers, and move toward booking. Focused on clearer information hierarchy, stronger calls-to-action, and more flexible page structures that supported both user needs and business objectives.
Results
The redesign provided Redtag.ca with a more modern, accessible, and scalable digital foundation. The updated component system improved consistency across the platform, while redesigned page structures created a clearer path for users moving from travel discovery to booking. The migration to AEM also gave internal teams greater flexibility to manage and evolve content over time.
30% improvement in accessibility scores
Improved accessibility across the platform by applying WCAG best practices and creating more consistent, user-friendly components.
70% reduction in user-facing errors
Supported performance improvements through optimized components and Adobe Dynamic Media integration, resulting in a smoother experience across devices.
Reflections & Learnings
One of the biggest challenges was balancing modernization with the needs of an established travel platform where users already had familiar booking behaviours.
The project reinforced the importance of improving experiences without introducing unnecessary friction. Through collaboration with stakeholders and developers, I learned how to identify where meaningful design improvements could be introduced while respecting existing user expectations and technical constraints.