Back
At BlaBlaCar I focused on enabling teams : a governed design system, fee-change legibility for carpool, and a promo-tag hierarchy on the Search Result Page. Clear patterns users can trust, simple rails squads can ship on.
Project snapshot
Role
Head of Product Design
Scope
Monetization, Promo Engine, Search Results, Design system
Period
2024-2025
Context
Increase velocity and consistency while scaling the XP
Team
+12 Designers including DS manager, Brand & UX Research
Problem & Goals
Business Context
- New pricing model risking user trust and conversion
- Inconsistent promotional signaling across search results
- Homepage behaved like a billboard, not a decision gateway
Objectives
- Keep conversion stable or up through the fee-model change; improve price comprehension in research.
- Lift CTR on the primary promo signal while reducing cognitive load; make rules scalable in the Design System.
- Increase search-start rate from the homepage and reduce exits
Strategy & Approach
Vision & Principles
- Clarity over cleverness: plain language, transparent breakdowns, progressive disclosure.
- System > artifact: tokens → components → usage rules → governance → release cadence.
- One signal at a time: a single, ranked promo truth on SRP to avoid noise.
Governance Model
- Design System as infrastructure (core/semantic tokens, stateful components, versioned releases).
- Cross-functional governance (Design Council + quarterly alignment) to keep quality and velocity high.
Design highlight
Subscription Monetization — Clarity first
Transparent breakdowns, contextual education and guardrails for edge cases.
Progressive disclosure where it matters. → Trust maintained while fees evolve.
Search first — a deciding homepage
Search-start rate ↑, homepage exits ↓
minimalist UX, consistent visuals, fewer bespoke variants.
Promo Engine — Signal, not noise
One primary tag at a time, priority rules, DS components. → Users notice the right deal; teams maintain one system.
Next: BforBank
Digital banking
See more
