Amenitiz is an all-in-one hospitality management platform. I joined to build the design and research function from the ground up, and to lead the product through its most ambitious international expansion to date.
Build fast, build right
Amenitiz had strong product-market fit in core European markets but no research practice, no design leadership, and no localization framework. International expansion was happening with or without these things. My job was to build them fast enough to matter.
What we built
We recruited a team of six designers in the first 45 days. Before a single pixel was redesigned, I led three field research trips to key hotel accounts across Europe: the single best investment of those early months. The insights reshaped our entire product roadmap.
We redesigned three critical surfaces: the availability calendar, self-service onboarding, and inventory management, with localization, multi-currency, and multi-language support built in from the start.
I also personally led the Brazilian market launch: a full PLG motion with localized onboarding, no sales assist, and a product experience tailored to the specific mental models of Brazilian property owners. It became the model for every market launch that followed.
Moving fast without breaking things
The field research trips taught me something I already believed but needed to re-learn: no amount of data replaces watching someone try to use your product in their actual context. Those trips saved months of wrong turns and built more credibility with engineering than any presentation deck.