http://www.allisonlenz.com/work daily 1.0 2026-08-17 https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699287433420-INXKEC563PTUQUJ6Z67G/GAT_MyAccount_ProductDesign_01.jpg Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699287503485-OUQD6SA7PUZYAML5FZP8/NBGR_WebsiteDesign_01.jpg Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699287521971-I0363G5UHCNR4OGZ3J1U/HMX_InteractiveLearning_01.jpg Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699287586417-PJS4G2N2C0GTZWHXL5SB/AOA_WebsiteDesign_01.jpg Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699290605008-F1BKJQSSI2CPDAOOQV6N/WOJO_Storyblok_DesignSystem_01.jpg Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699299699209-V8ULOI6L3TMVWASUV4UK/WOJO_UI_DesignSystem_02.gif Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/1699299699209-V8ULOI6L3TMVWASUV4UK/WOJO_UI_DesignSystem_02.gif Work https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/2732f339-f6b6-4255-99a2-eabff12f3661/wojo-brands-%403x.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/b4d82c0a-44fa-45c2-b326-9c6887ac24c1/wojo-storyblok-audit-authoring-1.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/084ffe54-39e7-4c21-b13d-2e4d20267004/wojo-storyblok-research-shadowing.jpg Work - 1. What are the top pain points our content authors experience today? I shadowed 7 powerusers across both brands and across departments to account for varied skill sets: marketing, creative, and market development https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/cf58bd42-1fe1-43cf-8277-20e73124f492/wojo-storyblok-research-audit.jpg Work - 2. What components are eligible to be shared? I conducted an extensive site audit by the key page types to identify common layouts and configurations for displaying content, e.g. homepage, category page, about page, etc. I also gathered component usage data from internal reporting dashboards to understand frequency of component use and importance of pages those components are used on to inform component prioritization. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/c7116f39-74fe-4b05-a76e-a518f09a80e7/wojo-storyblok-research-CMSinspo.jpg Work - 3. What learnings can we glean from developing in Storyblok over the years and what inspiration can we draw from other user-friendly CMSs? I scheduled retrospectives with Engineers to discuss past Storyblok work and gather learnings. I also audited top online website builders that tout their user-friendliness, like Wix and Squarespace, to get a benchmark for component organization, structure, and configuration options https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/e98d2267-fb40-4096-ad07-2afbde9d58c6/wojo-storyblok-architecture.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/45f949f7-6c4b-440e-be38-4bcb962675a5/GCApp-Overview.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/514d61cb-a88a-4517-93b7-ccb7175b69ad/GCApp-Diagram.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/3d3d254b-15c6-4308-b6e9-e73c58423f4b/gc-survey-results-1-%402x.jpeg Work - Assumption #1: “Most Group Coordinators have traveled with Go Ahead often and for many years” My colleague and I sent a SurveyMonkey survey to 1,650 current Group Coordinators, of which we received 421 responses (25% response rate). Finding: False. The majority of GCs have taken 0 or 1 tour. Overall, there’s a fairly balanced mix of years with Go Ahead. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/e66000a0-b0b4-4bec-8573-80c3e24a88ad/gc-survey-results-2-%402x.jpeg Work - Assumption #2: Group Coordinators are set in their ways with existing analog workflows. We employed a combination of research methods to uncover “what they say” vs. “what they do”: user survey, stakeholder interviews, call shadowing, and LogRocket recording analysis. Finding: False. Group Coordinators are actively using existing digital tools (online account) and welcome further digital innovation. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/30d089c2-f657-4576-add3-fc413979e427/GCApp-Recruitment-1.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/989601f8-dfe3-490b-be4c-47dd4a253eb3/GCApp-Recruitment-2.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/c412fc1c-e585-4e07-aa8d-e9555fdf4864/GCApp-TravelerDetails.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/0f71e0ce-7722-4ac7-bdbf-640c6a848fb5/GCApp-ContextualGuidance-2.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/895cdd86-5fc0-40a2-af69-15074622fe6d/GCApp-ContextualGuidance-1.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/a3315165-7193-4d2c-9614-7b09432e8476/gc-user-testing-2-%402x.jpeg Work - Test the comprehension of recruitment visualizations Validate the design direction with unmoderated user test via UsabilityHub, sent to select GCs with 12 responses. Finding: The group size and free place charts were well understood: “I can see how many I have to go to my target, and how close I am to a free spot.” https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/95d37a24-afae-482e-997f-4ab1796f106b/gc-user-testing-1-%402x.jpeg Work - Test the organization and findability of traveler info Evaluate information architecture and task completion with a low-fi interactive prototype in an unmoderated user test via Userbrain containing 8 remote participants. The testing prototype used a dropdown to navigate among the categorized information tables. Finding: Rule of thumb—show, don’t hide. Group Coordinators struggle to find information when menu items are hidden inside dropdowns. Expose the menu options for better findability. I replaced the dropdown with tabs. http://www.allisonlenz.com/about daily 0.75 2026-08-17 https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/dba981cf-0df3-4a05-ae7f-f1937cfd3ba1/allison-headshot-2023.jpeg About - Hi there I've spent the last 7 years designing for the travel industry, and mentoring the designers around me: reviewing work, pressure-testing decisions, naming what's working—and what’s not—before it ships. As a design leader, I build up the people around me. Before joining EF Education First, I spent years inside digital agencies designing for financial services clients, LEGO, adidas, REI—clients from four industries with almost nothing in common except needing digital experiences people trust. My breadth of experience is my advantage. Designing ecommerce products taught me how to increase conversion. Designing financial dashboards taught me how to build trust. Designing travel booking management platforms taught me how to optimize for engagement, upsell, and customer retention. I apply the right skills for the job. In the office, I am known for asking thoughtful questions, being a team player, and connecting the threads back to the larger strategy. Outside of the office, I love to hike New England’s White Mountains (Franconia Notch is my fave), attempt to prove my green thumb with gardening, and experiment with high-protein recipes. http://www.allisonlenz.com/contact daily 0.75 2026-08-17 http://www.allisonlenz.com/reading daily 0.75 2026-08-17 https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/6fc5bec0-bf89-4b4c-8120-e15bd8e3069b/book-big-magic-1600x1200.jpg Reading - Big Magic by Elizabeth Gilbert Creativity works best when I lead with curiosity instead of trying to protect an idea until it feels "right." https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/c8e2c835-abe1-4e86-b9b1-0d662f6b673c/book-atomic-habits-1600x1200.jpg Reading - Atomic Habits by James Clear Lasting change comes from small, repeatable systems. I build habits into human-centered, AI-assisted workflows so they outlast any single deliverable. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/6330671f-05c8-4e79-b7ab-268b5b6873f9/book-let-them-theory-1600x1200.jpg Reading - The Let Them Theory by Mel Robbins Real influence starts when I own my energy and am intentional with how I show up for myself, my team, and my cross-functional partners. https://images.squarespace-cdn.com/content/v1/536bc777e4b0aacd94e5daf0/3626a214-8115-4426-81af-33b0ff041b36/book-continuous-discovery-habits-1600x1200.jpg Reading - Continuous Discovery Habits by Teresa Torres Great product decisions come from making customer contact a weekly habit: small, consistent, committed.