Leading Product & Design at Nyxell
Growing tickets sold and user engagement across B2B and B2C
Context
Nyxell is a nightlife tech startup connecting venues and partygoers through a dual product ecosystem: a B2C ticketing app and a B2B management suite.
As Chief Product Officer, I led strategy, design, people, and execution; managing and collaborating with an 8-person squad and aligning every release to our North Star Metric: tickets sold.
My Role
Defined product vision and roadmap
Led research, Design, QA, and Product strategy
Balanced priorities between growth experiments and core platform stability
Improve every product as much as possible, while also keeping costs low to match market standards
Coordinated sprints with iOS, Android, backend, frontend, DevSecOps, and data
Worked directly with venue owners to integrate feedback into releases
Products & Scope
Nyxell App & Nyxell Online (B2C): Redesigned onboarding and checkout for Gen-Z audience, improving usability and driving sustained growth.
PACO (B2C): Launched a viral pre-party game that became a major acquisition channel.
Nyxell.com (B2C/B2B): Redesign the business landing page to improve acquisition rates.
Nyxell Suite 2.0 (B2B SaaS): Delivered a simplified, role-based dashboard for event and staff management.
Check-in App (B2B): Improve a fast, high-contrast ticket scanning tool for venue staff.
Booking VIP App (B2B): Create an app to help nightclubs manage their VIP bookings.
Impact
During my time at Nyxell, the platform achieved its fastest growth since launch. This was thanks to design decisions, product iterations and cross-team alignment.
The B2B suite became a daily tool for partner venues
+15% increase in client retention
+3K events created and managed throw our CRM
The B2C app engaged our target audience:
+10% increase in ticket conversion rate
+70% user growth on Nyxell App
110K+ users reached through PACO (viral growth product)
Beyond Product Design
I'm not just involved in design and product tasks. I'm involved in every aspect of the business. This includes hiring, sales, business, investing, marketing, and social media. It also includes work methodologies such as:
Customer & user interviews to validate features and gather insights.
Learn about backend systems, server monitoring and machine maintenance.
I worked on making it easier for engineers to work with designs at Figma.
Co-directed the full rebranding of the company.
Designed investor decks, email campaigns, and landing pages.
Led hiring interviews and designed the employee onboarding process.
Transitioned the team from Waterfall to Agile (Scrum).
Met with current and potential clients, collaborating on sales strategy and expansion plans.
At Nyxell, I proved that design can drive growth. By combining product thinking, execution, and team leadership, we transformed ideas into tools that venues rely on and users love
Conclusion
Nyxell was where I learned to connect design decisions directly to business growth, every feature shipped had to sell more tickets and deliver a better night for users and venues.
Working in a startup meant wearing many hats, building a team from the ground up, celebrating every small win, and relentlessly prioritizing what truly moved the needle. It’s an environment where you pour in countless hours, take full ownership, and feel every success as your own.
Even now, I use a lot of the things I learned as Product Lead!
