Challenge
Redesign of Setmore's key surfaces
as the product complexity grew.
Redesign of Setmore's key surfaces as the product complexity grew.
Redesign of Setmore's key surfaces as product
complexity grew.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify
the experience, improve clarity, and deliver consistent patterns for hundreds
of thousands of monthly bookings.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify the experience, improve clarity, and deliver consistent patterns for hundreds
of thousands of monthly bookings.
Outdated flows and layered processes were reducing conversion and user satisfaction. The goal was to simplify the experience, improve clarity, and deliver consistent patterns for hundreds of thousands of monthly bookings.
Background. Supporting
growth and leading
the design.
Background. Supporting
growth and leading the design.
Background. Supporting growth and leading
the design.
Setmore was scaling fast, with thousands of small businesses worldwide relying on its booking and scheduling platform. However, its key experiences — the calendar, booking page, dashboard, and upgrade surfaces — had grown inconsistent over time. Different flows looked and behaved differently, leading to usability friction and lost conversion opportunities.
Setmore was scaling fast, with thousands of small businesses worldwide relying on its booking and scheduling platform. However, its key experiences — the calendar, booking page, dashboard, and upgrade surfaces — had grown inconsistent over time. Different flows looked and behaved differently, leading to usability friction and lost conversion opportunities.
Role
Started as a Lead Designer
of Calendar and promoted to Design
Orchestrator (working across all
teams)
Responsibilites
Stakeholder Management
Team Management
Design Language
Strategy
Vision
Product Design
Leadership
Research
Date
2021 - 2024
Timeframe
3+ years
+Adoption.
Self-crafted Design
System.
+Adoption.
Self-crafted Design System.
Led DS team of 3 designers + developers
Established design standards, review processes, and approval workflows that ensured consistent quality across all components
Led DS team of 3 designers + developers
Established design standards, review processes, and approval workflows that ensured consistent quality across all components
Built comprehensive DS
Foundations, components, and content guidelines that unified visual language across Anywhere's global platform serving 120+ countries
Built comprehensive DS
Foundations, components, and content guidelines that unified visual language across Anywhere's global platform serving 120+ countries
Drove 40% product adoption
Achieved significant design system integration across product teams, reducing design debt and accelerating feature delivery velocity
Drove 40% product adoption
Achieved significant design system integration across product teams, reducing design debt and accelerating feature delivery velocity
Created scalable component library
structured, code-ready components with clear documentation enabled seamless designer-developer handoff and reduced repetitive UI work
Created scalable component library
structured, code-ready components with clear documentation enabled seamless designer-developer handoff and reduced repetitive UI work
Established quality governance
All components required approval and consultation, maintaining high standards while balancing team autonomy and system consistency
Established quality governance
All components required approval and consultation, maintaining high standards while balancing team autonomy and system consistency
Design.
App heart leader.
Design.
App heart leader.
Delivered +6% booking conversion rate that directly impacted 12M+ appointments annually while building and managing a high-performing design team of 15 people with consistent quality standards and strong collaborative culture.
Delivered +6% booking conversion rate that directly impacted 12M+ appointments annually while building and managing a high-performing design team of 15 people with consistent quality standards and strong collaborative culture.
Impact. Delightful experience for everybody.
Impact. Delightful experience for everybody.
12M+
12M+
appointments
appointments
15+
15+
product designers I led
product designers I led
40+
40+
deployed components in Earth Design System
deployed components in Earth Design System
~20%
~20%
design-to-dev time reduction
design-to-dev time reduction
Jillian, Director of Growth & Experience at Setmore
“Michu fostered collaboration, encouraged new ideas, and helped create an environment where everyone felt valued. He was strong-willed in the best way—standing by his principles, pushing for the best solutions, and never settling for mediocrity. His determination helped the team deliver high-quality work.”
Jillian, Director of Growth & Experience at Setmore
“Michu fostered collaboration, encouraged new ideas, and helped create an environment where everyone felt valued. He was strong-willed in the best way—standing by his principles, pushing for the best solutions, and never settling for mediocrity. His determination helped the team deliver high-quality work.”
“Michu fostered collaboration, encouraged new ideas,
and helped create an environment where everyone felt valued.
He was strong-willed in the best way—standing by his
principles, pushing for the best solutions, and never settling for mediocrity. His determination helped the team deliver
high-quality work.”
Next Case Study
Next Case Study
Stop thinking.
Start shipping.
Stop thinking.
Start shipping.
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