Designing high-impact digital experiences for B2B and B2C audiences
I support product companies in realizing their full potential through user-centered design and research
I play a pivotal role in shaping and enhancing the user experience of a product. I work with teams to lead the design process from concept to completion, blending creativity with strategic thinking to create visually appealing and highly functional products. My responsibilities include conducting user research, creating wireframes and prototypes, and collaborating closely with cross-functional teams such as product managers, engineers, and marketing to ensure the final design aligns with business goals and user needs. I also mentor junior designers, promote design best practices, and continuously iterate on designs based on user feedback and data to optimize the product's usability and overall user experience.. Based in New York with an MFA in Photography from the School of Visual Arts, Sarah brings a unique perspective to every project, combining technical excellence with artistic visi…
Project Overview This usability study focused on systematically evaluating one of the most critical user journeys within the HRS.de booking platform: the search, comparison, and hotel selection experience. The objective was to identify usa…
Research · 2022 · Cologne
This project introduced personalized, CRM-driven content cards as a new dynamic communication channel within a digital product, available across web, tablet, and mobile. My role I led the end-to-end design of the cards, from UX strategy an…
Product Integration Project · 2023 · Cologne
A redesign concept for the help center experience of a digital product across web and mobile, replacing a single, hard-to-navigate FAQ page with a structured, user-centered support system. My role I led the conceptual design and informatio…
Design Project · 2023 · Cologne
A user-centered feedback mechanism integrated into the cancellation flow of a digital booking product (web and app), designed to turn a critical drop-off moment into an opportunity for insight and retention. My role I owned the design of t…
Design Project · 2024 · Cologne
A redesign of the newsletter subscription experience within a web product, focused on increasing visibility and clarity of value while keeping the core user experience uninterrupted. My role I led the UX research, concept, and visual desig…
Design Project · 2026 · Cologne
Short Overview Restructuring of the filter and sort experience on the hotel results page to help travelers narrow down offers with less effort and understand exactly what each option does. Problem Statement The existing filter panel expose…
Design Project · 2023 · Cologne
Short Overview End-to-end redesign of the hotel detail page across web and mobile, focused on helping travelers compare rooms, understand policies, and book with confidence. Problem Statement The previous detail page mixed marketing conten…
Design Project · 2024 · Cologne
Short Overview Optimization of the multi-step booking flow, reducing the number of required inputs, clarifying progress, and unifying the experience between web and mobile. Problem Statement Analytics showed significant drop-off between ro…
Design Project · 2024 · Cologne
Short Overview Redesign of the checkout and payment step to support multiple payment methods, corporate billing, and clearer breakdowns of taxes, fees and cancellation terms. Problem Statement Users frequently abandoned the payment step be…
Design Project · 2024 · Cologne
Short Overview Design of a unified loyalty and rewards experience with clear tier progression, personalized offers, and contextual reward visibility during search and booking. Problem Statement Members did not understand how to earn or red…
Design Project · 2024 · Cologne
Short Overview Redesign of the mobile app onboarding to help first-time users understand core value, grant relevant permissions, and reach their first hotel search faster. Problem Statement A significant share of app installs never complet…
Design Project · 2023 · Cologne
Short Overview Redesign of the "My Bookings" area on web and mobile to make it easy for travelers to view, modify and cancel bookings, and to guide them toward better alternatives when plans change. Problem Statement Users struggled to fin…
Design Project · 2024 · Cologne
Short Overview Redesign of the map-based search experience so travelers can discover hotels by neighborhood, proximity to landmarks, and price signals at a glance. Problem Statement Users who cared about location (event attendees, conferen…
Design Project · 2023 · Cologne
Short Overview Research initiative to understand how travelers use reviews and ratings on the hotel details page, and how the review experience should evolve to build trust and support faster decisions. Problem Statement Reviews were being…
Research · 2023 · Cologne
Short Overview Accessibility audit and improvement roadmap for the booking platform, aligning key user journeys with WCAG 2.1 AA on web and native accessibility guidelines on iOS and Android. Problem Statement Accessibility issues were rep…
Research · 2024 · Cologne
As part of this project, a digital solution was developed with the aim of actively supporting bee protection and thereby making an important contribution to preserving biodiversity and natural ecosystems. The starting point of the project…
Research · 2021 · Cologne University of Applied Sciences
As part of the project “Design Thinking – Tool Kit: Bodyfit”, a playful fitness toolkit was developed to help people maintain their physical fitness and mental well-being during the COVID-19 pandemic, when gyms were closed and regular trai…
Research · 2020 · Cologne University of Applied Sciences
This study was developed within the field of Human-Computer Interaction and focused on improving the user experience of municipal lost-and-found office systems. The starting point was the problem that losing personal belongings such as wal…
Research · 2020 · Cologne University of Applied Sciences
As part of the "Design Methodologies" study, three core design approaches were systematically analyzed and critically examined: Human-Centered Design (Designing for Usability – Key Principles), Usage-Centered Design, and Participatory Desi…
Research · 2021 · Cologne University of Applied Sciences
babakmehrabipour@ymail.com · +49 162 9263700 · Cologne, Germany