Open to opportunities

rachael wussow

@rachaelwussow

Message

Design Director with 15+ years leading UX product design, user research, and brand strategy.

United States

Message

What I'm looking for

I am seeking a leadership role where I can drive user-centered product strategy, mentor designers, collaborate cross-functionally, and deliver measurable business impact.

I am a Design Director with over 15 years of experience leading UX product design, user research, and brand strategy across consumer travel and product brands. I have a track record of translating ambiguity into clear product visions and measurable business outcomes.

At Expedia I led multi-disciplinary teams and launched high-visibility initiatives (Adaptive Home and Destination Discovery) that drove exceptional download growth and contributed to $560M profit growth. I led AI-powered personalization and shoppable content efforts that delivered $120M profit growth and materially improved engagement and conversion.

I build cross-functional alignment by partnering with engineering, machine learning, and product teams to restructure and test redesigned experiences, and I scale design organizations through coaching and inclusive management. I have led research and content teams to define customer-centered strategy and rapid prototyping practices that accelerate validation.

I bring strong skills in design systems, workshop facilitation, mixed-methods research, and brand positioning, and I am motivated to join teams that value user-centered innovation, measurable impact, and collaborative product leadership.

Experience

Work history, roles, and key accomplishments

Design Director

Expedia

Dec 2021 - Sep 2023 (1 year 9 months)

Championed strategy, design and execution for Adaptive Home and Destination Discovery initiatives, driving $560M profit growth and delivering 18M downloads in 2022 (+91% YoY) and 21.5M in 2023 (+34% YoY). Led AI-powered personalization and shoppable content improvements that produced $120M additional profit and increased 7-day retention by 17%.

Product & Design UX Research Personalization Design Strategy Figma A B Testing User Engagement

Director of Product Labs

Hotwire

Mar 2021 - Dec 2021 (9 months)

Oversaw company-wide research, content and experimentation to evolve Hotwire’s Hot Rate booking experience, improving traveler comprehension and repeat customers while establishing a rapid prototyping/testing methodology and strategic positioning playbook for brand use.

UX Research Experimentation Product Strategy Positioning Rapid Prototyping Design Frameworks User Testing

UX Labs Manager

Hotwire

Nov 2018 - Mar 2021 (2 years 4 months)

Managed user research and content teams to set quarterly research priorities, facilitate workshops for feature ideation, and institutionalize user learning through listening sessions and org-wide shareouts to influence product prioritization.

User Research Workshop Facilitation Content Strategy Stakeholder Management Qualitative Methods Prioritization Communication

Insights Strategy Lead

Hotwire

Jun 2017 - Nov 2018 (1 year 5 months)

Led mixed-method UX studies and created a quarterly 'voice of the customer' roll-up to inform usability improvements and strategic opportunities across the product organization.

Presentation Stakeholder Engagement Usability Testing Customer Research Reporting Strategic Recommendations

Freelance Brand Consultant

Independent Consultant

Oct 2012 - Jun 2017 (4 years 8 months)

Delivered brand development, user research, UX and service design for startups and nonprofits, producing service design pilots and UX research that informed organizational strategy and product direction.

Brand Development UX Research Service Design Qualitative Research Workshop Facilitation Prototyping & Strategy

Insights Strategist

Google

Apr 2016 - May 2017 (1 year 1 month)

Embedded on Google Hardware to lead research for Google Wifi UX, informing NORAM launch usability and positioning, co-leading international EMEA studies and guiding in-store and online go-to-market experience.

Product Research Usability Testing Go To Market Cross Functional Collaboration Qualitative Research Research Program Management UX

Interim Associate Director

Character

Jan 2015 - Feb 2016 (1 year 1 month)

Led brand strategy, positioning and naming for key accounts, and collaborated with design teams to translate brand pillars into identity, packaging and digital executions, supporting acquisition by Dentsu Creative.

Brand Strategy Positioning Naming Design Direction Cross Functional Collaboration Brand Identity Packaging

Experience Strategist

fuseproject

Dec 2009 - Sep 2012 (2 years 9 months)

Defined integrated strategies across brand, product, packaging and UX for clients including Google, PayPal and Samsung, translating research into experience principles and high-level user flows across touchpoints.

Service Design Brand Strategy UX Product Strategy User Flows

Lead Graphic Designer

The Change

Dec 2007 - Sep 2009 (1 year 9 months)

Led identity, packaging and digital design work for mission-driven clients, conceptualizing and presenting creative solutions that emphasized sustainability and equity.

Graphic Design Packaging Presentation visual communication Brand Design