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Testing an AI-Powered product comparison assistant on Orange

Inspired by competitor experiences, we built an AI-powered product comparison assistant with PBX. Using a test-and-learn approach, the objective was to validate customer needs and interest before committing to a full development investment, ensuring that future product decisions are driven by real user value.

Bringing social proof to the top of the page for Promovacances

User reviews play a key role in the decision-making process and, when positive, significantly strengthen product credibility. Previously placed at the bottom of the page, they required extensive scrolling, limiting their visibility and impact. By moving user reviews to the top of the page, the objective was to surface social proof earlier in the journey and increase add-to-cart intent through the “Book” buttons located further down the page.

Accelerating bookings with a hero booking widget for Puy du Fou

The objective was to improve booking conversions by reducing friction at the very first interaction. To achieve this, a booking widget was added directly to the hero section, allowing visitors to select their visit type and date without navigating further into the site. By surfacing the booking action immediately, this approach aimed to accelerate visitor intent, shorten the path to booking, and encourage faster engagement with the reservation process.

Reducing distraction in the user journey for Puy du Fou

The “Other Offers” section was too prominent at this stage of the journey, unnecessarily diverting visitors and adding friction. To address this, it was moved to the pre-footer, making the content still accessible without interfering with the main user flow. This change helped reduce distraction, shorten search time (under 30 seconds), increase reassurance, and create a smoother navigation experience.

Clarifying what's included in Puy du Fou tickets on PDP

An informational banner was added to show and attraction pages, clearly indicating the ticket(s) required to access the experience. This approach aimed to reduce confusion, set the right expectations, and help users quickly assess whether a specific offer was included in their ticket.

Modernized homepage for Fragrantica

Having worked in the perfume industry, I often used Fragrantica despite its outdated UX. For this test, my goal was to modernize the homepage, improve navigation, and add a key missing feature: helping users find their ideal fragrance based on scent notes. Personalisation and user experience are, to me, the future of effective marketing.