Staff Software Developer · 2023 —
Plusgrade
Staff frontend work on the upgrade and upsell platform used by airlines and travel companies: experimentation, micro-frontends and a multi-brand design system.
Problem
One platform serves many travel brands. It had to earn more per visit, load fast on any connection and stay consistent across dozens of themes and languages.
UX design
Users
Travellers deciding in seconds whether to buy an upgrade, on any device and connection, under dozens of airline brands.
Methodology
01 · Discover
Funnel analytics
Analytics and session data to find where travellers drop out of the upgrade flow.
02 · Define
Hypothesis backlog
Each idea written as a testable hypothesis with a metric, prioritized by expected impact and effort.
03 · Design
Design tokens with the UX team
Paired with designers to turn the multi-brand system into tokens, so every brand gets the same accessible components.
04 · Validate
A/B testing
25+ experiments per quarter, shipped behind flags and measured on revenue before rolling out.
Design principles
- Let the data decide, not opinions
- Accessible in every theme and language
- Speed is a feature: fast on any connection
Approach
Experimentation
Led the A/B testing strategy: 25+ experiments per quarter, from hypothesis to measured result.
Performance
Rebuilt an e-commerce travel website on a micro-frontend architecture.
Design system
90+ themes, multiple languages, 10+ products and 100+ accessible, tested components, migrated to design tokens with the UX team.
Results
- extra revenue in Q1 2026 from experiments
- $1.3M
- load time after the micro-frontend rebuild
- 15s → 3s
- experiments per quarter
- 25+
Stack
- React
- TypeScript
- Micro-frontends
- MUI
- Storybook