I build products that bridge the gap between user needs and business goals through data-driven discovery, careful content strategy, and decisive execution.
Led the eCommerce migration from legacy services to a modern points-based currency, expanding member value beyond air travel and driving a significant increase in overall program redemption.
Collaborated with developers and designers to architect a dynamic checkout solution allowing the combination of credits, loyalty currency, and cards—automating a complex manual process to significantly reduce call center strain.
Architected a rapid-response solution to aggregate flight searches for multi-airport regions like London. By leveraging existing data points instead of a full API overhaul, we delivered a "Metro City" search experience that allowed guests to shop and select Heathrow and Gatwick flights together.
Ideated and executed a high-impact A/B test shifting the digital fare display from "Low-to-High" to "High-to-Low." By adapting a proven call-center sales tactic for the eCommerce funnel, I challenged industry norms to prioritize premium fare visibility and drive higher-margin upsells.
Wrote action oriented copy to support users as they used digital products across the WestJet ecosystem, including web, email, booking, manage trips, the mobile app and Juliet chatbot. Ran content focused A/B tests to prove the value of careful wording.
APPR required that the airline inform passengers of their rights when travelling with the WestJet. I worked with lawyers to translate the government regulation language into easy to understand content to empower passengers to take action when they were entitled to do so.
COVID and the policies that required communication were fluid, requiring fast and frequent updates. I initiated a shared component strategy to allow one update to be displayed on multiple pages across the website to make these changes fast and feasible.
Led the end-to-end content migration from TeamSite to Adobe Experience Manager, creating and overseeing 300+ English and French pages so the guest-facing site stayed accurate through a platform change. Rewrote complex regulatory, policy, and marketing language into concise, findable web content.
Wrote conversational responses to train chatbot intents during peak COVID demand, turning complex policy and travel questions into self-serve answers. Paired this with UX-informed microcopy and error messaging to guide guests through high-friction product flows.
…I’m so grateful for our long chats and the chance to partner with you on [our chatbot] and so many other initiatives. You’re such a talented and amazing person, and I can’t wait to see what your next adventure brings.
A dedicated space for technical prototypes and product hypotheses. I use this area to explore new technologies and build MVPs for niche problems. Sharing my work in progress as perfect is the enemy of shipped.
I'm using agentic AI to build a lightweight tool to view and filter food recall data. This is hosted at allergenrecalls.karenmclellan.com.
I'm using agentic AI to merge and display datasets with visualization frameworks. This is hosted at visuals.karenmclellan.com.
I'm using agentic AI to build a new app that will analyze a dataset, recognize patterns and provide meaningful insights for continuing care facilities in Alberta.