Angelo Outlaw
About
Experience
Work
Contact
Generali Travel Insurance
Generali Travel Insurance (GTI) is a big-revenue site ($30M+ annually) where even small changes in conversion rate can positively or negatively impact revenue by millions of dollars. Our team was tasked with updating the design, accessibility, and speed of the site without disrupting that revenue.
My role within this context was to provide direction at a leadership level and remove obstacles so that the rest of the team can work smoothly.
Visual designs by Enia Amlashi
See it Live
Challenge
This was an example of incremental improvement being better than wholesale reinvention. Additional care was required to make updates without disrupting the revenue the site currently generates.
Solution
Working with the relevant business owners, we created a milestones map that outlined an iterative approach, with built in pauses to allow for A/B testing and design validation.
Results
Still in progress as I write this! But so far, the iterative approach has been successful. Some A/B tests had been successful, and some have required a rollback to the previous design. The net result has been a series of improvements over time.
© Angelo Outlaw 2026
Angelo Outlaw
About
Experience
Work
Contact
Generali Travel Insurance
Generali Travel Insurance (GTI) is a big-revenue site ($30M+ annually) where even small changes in conversion rate can positively or negatively impact revenue by millions of dollars. Our team was tasked with updating the design, accessibility, and speed of the site without disrupting that revenue.
My role within this context was to provide direction at a leadership level and remove obstacles so that the rest of the team can work smoothly.
Visual designs by Enia Amlashi
See it Live
Challenge
This was an example of incremental improvement being better than wholesale reinvention. Additional care was required to make updates without disrupting the revenue the site currently generates.
Solution
Working with the relevant business owners, we created a milestones map that outlined an iterative approach, with built in pauses to allow for A/B testing and design validation.
Results
Still in progress as I write this! But so far, the iterative approach has been successful. Some A/B tests had been successful, and some have required a rollback to the previous design. The net result has been a series of improvements over time.
© Angelo Outlaw 2026
Angelo Outlaw
About
Experience
Work
Contact
Generali Travel Insurance
Generali Travel Insurance (GTI) is a big-revenue site ($30M+ annually) where even small changes in conversion rate can positively or negatively impact revenue by millions of dollars. Our team was tasked with updating the design, accessibility, and speed of the site without disrupting that revenue.
My role within this context was to provide direction at a leadership level and remove obstacles so that the rest of the team can work smoothly.
Visual designs by Enia Amlashi
See it Live
Challenge
This was an example of incremental improvement being better than wholesale reinvention. Additional care was required to make updates without disrupting the revenue the site currently generates.
Solution
Working with the relevant business owners, we created a milestones map that outlined an iterative approach, with built in pauses to allow for A/B testing and design validation.
Results
Still in progress as I write this! But so far, the iterative approach has been successful. Some A/B tests had been successful, and some have required a rollback to the previous design. The net result has been a series of improvements over time.
© Angelo Outlaw 2026