In times of uncertainty, staying calm and focused can make all the difference. 

In the latest episode of Insights Unlocked, Priceline's Ryan Leffel, VP and Head of Design, talks with UserTesting’s Jason Giles, VP of Design. They discuss how Ryan's design team navigated the chaos of the COVID-19 pandemic—and the turbulent times since—while maintaining their focus on users.

As Ryan shared in the episode, adaptability and resilience were key to thriving in an unpredictable world.

"It’s easy to dwell on the problem during uncertain times, but it’s actually more valuable to spend time thinking about solutions," he said. "You already know what the problem is—don’t waste time dwelling on it. Focus on what the solution could be."

Resilience and calm in times of crisis

“Staying calm is crucial when leading through uncertainty,” he explained. During the pandemic, the travel industry faced unprecedented disruptions, and Priceline was no exception. Yet, his team didn’t panic. Instead, they focused on solutions and how to best serve their users in a rapidly changing environment.

"If you panic, your team will panic," Ryan noted. His approach was simple but effective: keep the team steady and focused on the mission. By doing so, the design team was able to continue innovating and responding to evolving customer needs.

"You already know what the problem is—spend time thinking about how to solve it." — Ryan Leffel, VP and Head of Design at Priceline

Staying True to the Company Mission

Even during the pandemic, Priceline’s core mission—to offer the best travel deals in the world—remained unchanged. Ryan emphasized the importance of keeping that mission front and center as his team adapted to new challenges.

"We knew our mission mattered," he said. “That didn’t change because there was a pandemic. It was how we approached problem-solving within that mission that was important.”

By aligning their design strategy with the company’s overall goals, Ryan’s team was able to maintain clarity and direction despite the turmoil.

Creative Problem-Solving During Uncertainty

Ryan’s leadership style relies heavily on fostering creative problem-solving within his team. During the pandemic, this meant adapting quickly to shifting customer needs, particularly as travel transitioned from leisure to necessity.

“We had to step back and understand why people were still traveling, what their needs were, and how we could meet them,” he explained. By asking the right questions and staying in constant communication with their users, the team was able to deliver solutions that fit the moment.

“We were already talking to customers, using UserTesting, and doing research.” — Ryan Leffel

The Importance of Cross-Functional Collaboration

A key factor in maintaining focus during the pandemic was fostering cross-functional collaboration. Ryan shared how involving various teams early in the design process helped create a sense of shared ownership and alignment.

“When everyone feels like they’re part of the solution, it makes the process smoother and helps maintain alignment,” he said. By bringing together designers, developers, and other stakeholders, Priceline was able to iterate quickly and stay agile in the face of constant change.

Embracing AI and Future Technologies

Ryan also touched on the growing role of AI in design and research. While there was initial skepticism about AI replacing jobs, he views it as a tool that enhances rather than replaces the work of designers and researchers.

“AI is more of a tool that you learn to use, just like any other software,” he noted. The team at Priceline is leveraging AI capabilities in platforms like Figma, as well as exploring how AI can streamline research processes and make it easier to deliver insights.

Final Thoughts

Ryan’s approach to leadership in times of crisis can serve as a model for leaders across industries. His focus on staying calm, fostering creative problem-solving, and maintaining a user-centered approach has proven to be a winning strategy. As the world continues to face uncertainty, his advice rings true: "You can’t always control the outcome, but you can always influence it."

"Stay true to your mission, stay calm, and focus on what you can control." — Ryan Leffel