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Users dropping off before contacting a travel expert because finding the right one was too complex I was only Lead UX designer in a small digital team, working within existing Kuoni brand and CMS constraints. Starting with a subdomain journey that put all the cognitive load on the user, low lead generation, unclear information hierarchy. Early concepts that kept the complexity but reordered it but, still didn't solve the core problem. Shifted to a "done-for-you" discovery model, removing user choices at the cost of some flexibility. It wasn’t technically feasible to display every store image at the same time without extensive work. So I removed it as it as it didn’t effect the usability. Four-way split test, Variation 1 drove a significant increase in callback requests Call backs +107% All four had a slight detrimental effect on Booking, Revenue, Quotes. However the target of personalising the number to a local store was met. Later I scaled the design back more to the control and increased phone number size to mitigate lower revenue. Next I would test that phone number placement.