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The Points Guy
The Points Guy teaches people how to turn daily spending into extraordinary travel experiences. By helping users understand loyalty programs and credit cards, TPG makes aspirational travel genuinely within reach. As Director of Creative over 7.5 years, I partnered with designers, product leaders, engineers, and travel experts to evolve TPG from an influencer-driven blog into a platform with the tools and voice to help millions of people travel better — and spend smarter.
Internal Agency: TPG Creative
Role: Director of Creative
UNDERSTANDING USERS
TPG had never formally studied its audience. I worked with our lead analyst and our team UX researcher to lead multiple rounds of qualitative and quantitative research to change that — uncovering the distinct motivations, pain points, and needs of our users. What emerged were six personas, each with their own relationship to points, miles, and travel. That research became the foundation for our product roadmap and gave our team a shared language for who we were building for.
Home page refresh
Working with our VP of Creative and a principal designer, we evolved TPG’s homepage from a dense grid of story links into a flexible, modular system built to drive revenue and strategic growth. The redesign introduced dynamic entry points for priority initiatives, partnerships and commerce opportunities, aligning editorial storytelling with business goals and delivering an immediate lift in both conversion and revenue.
PERSONALIZED EXPERIENCE
I led a talented team of designers to build the TPG authenticated experience for award travelers. We created a personalized experience with a unified dashboard to track points and miles in one place. This design ensures users never miss earning bonuses or utilizing their credit card benefits. We also explored an experience for redeeming points for award travel.
newsletters
One of the primary drivers for audience growth for TPG is their series of newsletters. We had a few iterations over my tenure, optimizing for both user and business needs — including new sponsorship opportunities — and growing our audience 10X
