Booking has many problems: links, the back-and-forth, layout, voice. I narrowed launch to the ones people feel most.

No one likes sending or receiving them. Alfie starts from a new way to book, not a better link.

Say it in plain words and Alfie books it correctly, as close to every time as possible, then shows you what it did.

A Before/After toggle turns the review into a redesigned screen, not just a list of problems.

Three fixes matter most, and they come first. Severity is on every issue.

Each fix cites the principle behind it, like Hick's law, so the team learns why.

I led a product-market fit survey of 344 guests: 85% of repeat guests said they’d be very disappointed without Aero, double the 40% benchmark. 80% of them booked for two or more people, and many already referred friends. So we launched group sales and a referral program.

Moved booking onto a new passenger reservation system (PRS) and departure control system (DCS), and built add-ons into the website and app booking flow.

Took the app from first concept to MVP: trips, day-of-travel details and concierge in one place.

I ran the early access program. What users told us pointed to VR on Oculus Quest, where people already were.

Most people had never met in VR. I built the onboarding flow to get them into a good first meeting fast.

I relaunched the website around one action: try it free in VR or AR.

More than 100 customer interviews set the value proposition, and that promise still leads the site.

Redesigned the lead flow and brought in every one of Collective's first paying users.