Read her story here.
How do you use data to enhance the post-booking experience for loveholidays customers?
After someone books a holiday with loveholidays, they use Manage My Booking (MMB) to get everything sorted—whether that’s checking in for flights, finding transfer details, making changes, or just getting excited by looking at their hotel again. My role as a product manager is to make sure this experience is as effortless as possible, and data is a huge part of that.
I use data across two key areas: discovery and delivery. In discovery, I dig into user behaviour to understand what’s working, what’s causing frustration, and where we have the biggest opportunities to improve things. There’s only so much you can focus on at once, so data helps me prioritise—making sure I’m solving the right problems that will have the biggest impact on customers and the business. I use tools like FullStory to watch real user interactions, look at contact rates to spot patterns in where customers struggle, and compare how we’re performing against competitors.
In delivery, I measure how well our changes are actually working. If we launch a new feature or run an A/B test, I’ll be monitoring experiment dashboards to see if it’s having the right impact. But data isn’t just about the numbers—qualitative insights are just as important. User research, customer service chats, and CSAT feedback all help me understand the why behind what we’re seeing in the quantitative data. Balancing the quantitative with the qualitative is key to making the right decisions.
What inspired you to focus on streamlining the holiday experience through technology and data?
In the last few years, loveholidays has put a much bigger focus on improving the post-booking experience, recognising the moments that matter for customers before, during, and after their holiday, and how important these are for driving long-term loyalty. It’s not just about getting people to book—it’s about making sure they have a smooth, stress-free experience so they come back to us for their next holiday. Booking a holiday doesn’t, and shouldn’t, have to be purely transactional.
What excites me about this space is the opportunity to not just make it more cost-effective for loveholidays to serve customers, but also to create moments that surprise and delight. Through technology, we can go beyond simply providing information—we can enhance anticipation, offer reassurance, and exceed customer expectations in ways they might not have expected.
There are so many ways technology and data can make things easier for customers. Whether it’s helping them get the information they need without having to contact us, simplifying the process of making changes or providing timely reminders. Holidays should be something people look forward to, not something that causes unnecessary admin or stress.
Can you share an example of how data-driven insights have transformed a part of the post-booking journey?
One challenge we spotted was that customers were frequently reaching out to explore making changes to their booking—like adding a passenger or changing their travel dates—but a large number don’t actually go ahead with it. This means our agents are spending time building quotes for customers who ultimately decide not to proceed.
After digging into this problem, we realised that many customers just wanted a rough idea of the cost. So, we’ve been testing ways to surface this information earlier in the journey, so that it doesn’t require an agent.
We introduced what we call “informational entry pages” within MMB, which explain what’s possible and what the potential impact might be—like the fact that flight changes are often non-refundable, meaning costs could be higher. It was a relatively simple change, but an A/B test showed it reduced unnecessary customer requests by 9%, freeing up agent time so that they can focus on more complex issues and give customers better clarity upfront.
We also tested adding rough price estimates on these pages, but interestingly, that didn’t reduce requests or increase the likelihood of customers accepting a quote. Since this test, I’ve been spending time developing my product psychology knowledge, and now realise that this may be a result of the labour illusion effect—where users may not trust a price that is immediately shown if they have not provided any information prior to being presented with the price.
We’re continuing to explore ways to provide more personalised pricing that is tailored to our users’ requests, and how we can further reduce the dependency on manual work through
automation.
What unique challenges have you encountered as a woman in tech?
Being the only woman in the room isn’t uncommon, and it can be intimidating at times. I like to take my time processing information before jumping into solutionising, and in fast-moving discussions, that sometimes means I don’t speak up as quickly as others. I typically feel more comfortable sharing my opinion when I have data to back it up; however, over time, I’m building up my confidence in knowing that I am an expert in the post-booking world and customer experience, and that knowledge is just as important as the numbers.
Having a manager who shares feedback and is invested in your development and growth is so important, and something I’m very grateful to have here at loveholidays.
How has your perspective as a woman influenced the way you approach problem-solving in tech?
My approach to problem-solving is rooted in a balance of logic, curiosity, and a strong focus on the customer experience. Data helps identify opportunities, but truly understanding customer behaviour requires going deeper—observing patterns, questioning assumptions, and thinking critically about the impact of our decisions.
I always consider not just how something functions but how effective and intuitive it is for the customer. Travel is a high-stakes experience for many people, so reducing friction and ensuring clarity is essential. By combining data-driven decision-making with a broader perspective on usability and expectations, I aim to create solutions that not only solve problems but also make customers feel more in control of their holiday experience.
Empathy plays a massive role in my approach to understanding customers and working with teams and stakeholders. Quantitative data can highlight opportunities, but speaking to customers and observing their behaviour reveals the emotional side of the experience. Why are they feeling frustrated? What’s making them anxious? These are things the numbers alone don’t always tell you.
What skills do you believe are essential for success in a tech career that leverages data for customer experience improvements?
Curiosity and adaptability are key. You don’t need to know everything, but you do need to be comfortable asking questions and learning as you go.
Data literacy is important, but it’s just as critical to know how to interpret it and take action. The best decisions come from blending data with an understanding of customer needs. Collaboration is also huge—working across teams and listening to different perspectives often leads to better solutions. When I transitioned into product, I had to pick up a lot quickly, and asking what felt like ‘silly’ questions at the time was hugely beneficial.
What advice would you give to other women aspiring to enter tech roles?
Don’t let job titles or industry jargon put you off. Focus on the skills and experiences you already have and how they translate. You don’t need to be an expert from day one—you just need to be willing and eager to learn. When I was considering a move into product, I reached out to a former colleague who was a product manager. She shared her experience and gave me advice on what I could do to start building my knowledge in the area. That was a huge confidence boost, and it helped me feel more prepared when I made the transition. If you don’t have people in your immediate network, consider joining mentorship programmes or communities like SheCanCode. Seeing other women succeed in tech makes it easier to picture yourself there too.
How do you see technology and data shaping the future of travel experiences, particularly post-booking?
Technology and data will continue to make travel more seamless and personalised. Customers expect things to be easy, especially when booking a package holiday—whether that’s accessing their holiday details, making changes, or getting real-time updates.
For a company like loveholidays, where we don’t own flights or hotels, our app is the main touchpoint for customers. Using data to anticipate their needs and solve problems before they even arise will be key to making the experience as smooth as possible. I’m also personally excited by AI prototyping tools like Bolt. Being able to build prototypes with AI is transforming how I share my ideas. Instead of just verbally explaining an idea, I can quickly build a prototype to bring my thinking to life or validate an idea—this sparks discussion, encourages collaboration, and ensures alignment across the team and stakeholders.
Recently, I used this approach while exploring a fake door test. Rather than just describing my idea, I built a lo-fi clickable prototype to visually demonstrate it. This made it easier for the team to engage with the concept, sparking productive discussions and refinements. The designer has since created hi-fi designs, and now we’re ready to move into development, and it’s a feature I’m personally really excited about!
