Ed Lake — Principal Product Designer

Work in progress

loveholidays

DesignSync

loveholidays' design system had no machine-readable source of truth. AI tools defaulted to generic patterns, and 12+ internal prototypes looked like they came from different companies. Built the infrastructure that makes brand-aligned AI output the default.

Principal Designer 2026

Design System
AI
Infrastructure
Claude Code

loveholidays

Price Transparency

UK regulators required travel companies to show the full cost of a holiday upfront, including fees paid at the hotel on arrival. Competitors treated it as a legal task. We treated it as a trust problem, and that framing turned a compliance fix into a product improvement.

Principal Designer 2026

Regulatory
CRO
Research
Systems

loveholidays

Next-Gen Findability Discovery

Package holiday consumers will adopt AI for trip planning, but not if it costs them control or visual confidence. We ran qualitative research with 7 participants to map the gap between today's AI search tools and what they need from them.

Product Design Manager 2025

Research
AI
Discovery
Findability

loveholidays

loveholidays Rebrand

loveholidays had outgrown the market and caught the category leader, but still looked like the challenger it used to be. The rebrand gave the company a single brand system to carry it from scale-up to scale-out, across marketing, product, partner comms and a new market launch.

Lead Product Designer 2023

Brand
Design System
Marketing
Product

The Travel Corporation

Power of One

40+ brand websites with no shared infrastructure and 18-month feature delivery cycles. Built a single B2C ecommerce platform and design system capable of serving the entire portfolio without rebuilding for each brand.

Lead Product Designer 2021

Design System
B2C
Ecommerce
Leadership

About

Product design leader with 15 years across travel, ecommerce, and B2B. I've built teams, founded design functions, and shipped work that moves commercial metrics at scale.

I care about craft and strategy in equal measure. Good systems make both better. The quality of the work matters as much as the outcome it drives.

Currently Principal Product Designer at loveholidays, leading design across web and app, the design system, and AI-assisted prototyping.