AirHelp Plus
Helping transform a claim subscription into a travel membership that millions of travellers rely on when plans change.
case studies
AirHelp Plus
Designing for moments of uncertainty
Product Designer · 2019–2021
When I joined AirHelp, AirHelp Plus was a simple subscription. Members paid a yearly fee and kept 100% of their compensation instead of paying AirHelp's success fee.
The ambition was much bigger. Instead of helping only after a disrupted flight, we wanted AirHelp Plus to support travellers before, during and after their journey.
I joined a small product trio with a Senior Product Manager and a Data Engineer to define that vision, then helped bring it to life with the wider product team.
Understanding the problem
Research quickly revealed that compensation wasn't the whole story. Travellers felt lost. They didn't know their rights, what would happen next or what they should do first.
Based on interviews and surveys we've found out that:
58%
Didn't know they had a right to compensation
74%
Had to change their plans due to a flight disruption
59%
Incurred additional costs because of a disruption
64%
Missed information about their flights during a disruption
That became our design challenge. How could AirHelp Plus reduce uncertainty instead of simply processing claims?
Air traveller rights awareness
Educate about passenger rights and compensation eligibility
Safety and comfort
Provide with a safe and comfortable place to spend time at the airport
Claims for compensation
Easy access to submitting claims and assistance from flight support experts
Updates on the flight status
Notify about any changes to the flight schedule
From concept to company strategy
After several iterations with C-level leadership, the concept became the strategic direction for AirHelp Plus and was later presented by our CEO during a company-wide town hall.
Building the product
The first step was giving members a reason to come back. We designed the first AirHelp Plus web app, introduced two membership tiers and made upcoming trips the centre of the experience.
Adding a flight unlocked everything that followed—claim reminders, proactive notifications and future membership benefits. For the first time, AirHelp Plus became a product people could actually use between trips.
Validating ideas
Almost every feature started as an experiment. One of our biggest bets was flight tracking.
Before building it, we added a simple "Notify about delay" toggle. Over 80% of users enabled it. That small experiment gave us enough confidence to invest in the feature.
Beyond the UI
When should we notify someone about a delay?
How do we avoid sending five alerts for the same event?
How do we communicate uncertainty without creating unnecessary panic?
Answering those questions required close collaboration with engineering and data, and had a much bigger impact on the product than the interface itself.
Adapting
We kept learning, testing and changing our minds. We explored airport lounges, travel perks, and remote doctor consultations.
Then COVID changed everything. Remote healthcare suddenly became one of our highest priorities. It addressed an immediate customer need, but didn't create the long-term impact we expected.
Failed experiments
Not every experiment became part of the product. One example was Buy now, activate later—a flexible subscription model that made sense on paper but never gained enough traction. Those experiments were just as valuable as the successful ones.
Impact
- AirHelp Plus evolved from a claim add-on into a standalone membership product.
- Flight tracking became a validated product opportunity through lightweight experimentation.
- The new member experience created a foundation for future services beyond compensation.
- The long-term product vision continued after launch, eventually expanding into insurance and a dedicated mobile app.
Setmore
Designing the first onboarding experience for a scheduling platform welcoming 60k+ new businesses every month.
Setmore
Fixing activation for 60k+ monthly sign-ups
Senior Product Designer · 2021–2024
Setmore helps small businesses manage appointments online. With more than 60,000 businesses signing up every month, even small improvements to activation had an outsized impact.
When I joined, new users could sign up in minutes—but most landed on a blank calendar with no idea what to do next. My job was to redesign onboarding and turn that first visit into a path toward a real booking.
Understanding the problem
Sign-up was easy; activation wasn't. New users landed on a blank calendar: uninspiring, with no path to first value.
After sign-up, most users saw an empty week with no guidance. The calendar worked, but it did not explain what to do next or why staying mattered.
37 min
Median time to first appointment
7 days
Most users never returned after
Our design challenge: get users from an empty calendar to their first booking as fast as possible—with copy and UI that feel human at SMB scale.
How much onboarding is enough?
We reviewed onboarding flows from competitive products to understand where they asked for commitment, where they delayed complexity and how quickly users reached value. That helped us define the right balance for Setmore.
Making the onboarding personal
I redesigned onboarding around a guided path to first booking—brand setup, timezone and currency, calendar sync, and a booking page users could make their own.
Collecting brand details
Helping business owners set up their booking page and getting to know our customers. A little bit of friction that pays off.
Brand name
Reflected on the online booking page and stored in the database
Industry
Used to segment customers and shape a more personal onboarding experience
Phone number
Served as verification and helped reduce spam bot sign-ups
Confirming pre-filled data
Data based on user location was filled in automatically, so users could confirm instead of hunting for the right settings.
Time zone
Ensured the booking page showed the correct date and time
Currency
Kept service prices aligned with what customers would see when booking
Syncing events
Displaying events from other calendars inside Setmore made it easier to treat the product as a primary calendar, not another empty tool.
Personalizing the booking page
Letting the customer interact with their booking page and making it more personal could improve stickiness to the product.
The result
No longer staring at an empty screen → way better 🙌
67%
Onboarding completion rate
26%
Connected calendars
Impact
- More businesses connected their calendar.
- More users stayed engaged after signup.
- Fewer spam accounts entered the funnel.
- Customer Success spent less time qualifying low-intent signups and more time helping real customers succeed.
how i work
spot what's broken
design what works
prototype what's next
Currently reimagining automotive enterprise CRM for an AI-first future
if we work together
You'll probably hear me ask "Why?" a lot. I like challenging assumptions — and I expect mine to be challenged too.
Strong opinions. Weak ego. If we disagree, I'll prototype the options and let evidence decide.
You'll see my work early. Sometimes it's polished. Sometimes it's embarrassing. I'd rather align on direction than surprise everyone later.
Happy to review your work. Fresh eyes have saved me more than once.
I'll distract you with memes, but only sometimes. Promise.
If something looks interesting, I'll probably learn it. That's how I ended up building prototypes in Cursor… and eventually opening pull requests.
If I can't explain it, I'll probably build it.
Based in Gdańsk, Poland. In love with samplers and synthesizers. I produce electronic music in my spare time. Same obsession everywhere: tension, release, and whether someone comes back for another track.