In this edition of Expedia Group Arrivals, we’re excited to introduce you to Rachel Been, Senior Vice President of Design! Based in the Bay area, Rachel joined EG in August 2025 and brings a wealth of experience in designing inclusive, scalable, and user-centered experiences.

Tell us about your journey—what led you to a career in UX design?

My career began in photography. I was a photographer and my first job out of college was at AOL, where I served as Photo Director for music—producing visual stories and shooting portraits. As I continued creating strong visual work, I became frustrated that this content had nowhere beautiful to live online. There were no real design systems yet on the internet—no frameworks for crafting the kind of rich, editorial hierarchies that magazines had mastered. So I shifted into design, building some of the first visual, audio, and photo galleries on the internet. 

This passion took me to Billboard.com as Creative Director, where I led a major redesign of the brand. I then joined Google, where I helped found and define Material design, Google’s first design system team and led the design team for Google Home, defining ambient computing and control in the home. 

Most recently, I brought my focus on new tech and craft to Airbnb, where I helped shape the company’s initial AI strategy and redefine the design system. 

What inspired you to join Expedia Group? 

I was drawn to Expedia Group for the scale and complexity of its portfolio, especially through the lens of AI. With global brands, diverse businesses, and a rich data history, the company knows how to build platforms that support travelers at every stage. 

That complexity is a strength in AI. It enables intelligent systems that make sense of dynamic data to truly serve the user. 

And then there’s travel itself which is deeply personal and emotionally resonant. It’s a space where AI can create intuitive, human-centered experiences, and Expedia Group is uniquely positioned to lead that transformation. 

What does your role as SVP of UX Design entail and what are your initial priorities?

As SVP of UX Design, I lead with a maker’s mindset. My background as an individual contributor keeps me wanting to be close to the details. I stay involved with my teams, workshopping, prototyping, and fostering a culture of expressive making and creative risk-taking. We’re here to challenge outdated design paradigms and push boundaries. 

At the executive level, I help shape the broader product and business vision, ensuring design drives innovation and impact. My priorities include building a world-class product experience, setting a high bar for creativity and execution, and positioning our team as a design leader in travel and tech. 

We’re rapidly integrating AI into our design systems and workflows to enhance both user experience and how we design. And we’re reimagining our iconic brands to feel modern, intuitive, and emotionally resonant, so every interaction is seamless, reliable, and deeply human. 

What’s one piece of advice you always give to emerging design leaders? 

Curiosity is key and what fuels everything else. I often think of it as a kind of daisy chain: curiosity leads to proactivity, and proactivity leads to optimism. When you’re deeply curious, you’re naturally optimistic because you believe there’s something worth discovering, solving, or improving. That belief makes challenges feel surmountable, which in turn drives action and ultimately, great design. 

As a leader, activating that chain is powerful. It creates momentum. It helps teams move from exploration to execution with purpose and energy. So I always encourage emerging design leaders to nurture their curiosity not just about design, but about people, systems, and the world around them. That mindset is what unlocks truly meaningful work. 

What’s your go-to creative recharge activity outside of work? 

Honestly, I’m a bit of a jock, and that’s my main reset button. I’m on a tennis team, and I absolutely love running. I really try to prioritize that because it’s not just about fitness—it forces me to clear my head and get balanced. 

Then, there’s the sheer joy of tinkering.  I always have some random creative thing going on. Right now, I’m in the middle of an embroidery spree where I’m drawing and stitching little artist portraits, like tiny Kusamas, onto my kids’ sweatshirts.  

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