Hell & Heaven GO ↗
An AI concierge for travellers and city residents: recommendations for places, events and activities based on individual context. The current version uses real reviews, personalised ranking and two perspectives: Angel and Devil.
EXPERIENCE / HH Ecosystem
Product strategy and ecosystem architecture
Transforming a single B2C product into an ecosystem serving B2C, B2B and B2G.
Hell & Heaven is an ecosystem that turns signals from real places, people and businesses into insights for decisions and a shared intelligence layer. Visit the ecosystem website ↗
How the project evolved
The project started in 2024 at the AXIOS accelerator as Hell & Heaven Travel, a service for people travelling with children. At AXIOS, I was programme director, mentor and instructor. After the accelerator, I continued working with the project as an advisor.
The product then evolved through a sequence of questions: what else can city data reveal, how can travel recommendations become a system of signals, and where would this information layer be useful to businesses and cities?
From a travel product to an ecosystem
Hell & Heaven PULSE ↗
At a Smart City hackathon in Kraków, I proposed developing the project into a system that interprets a city through signals and reviews, identifying changes in how districts are perceived, early signals and areas of tension. The project in Kraków ↗
Hell & Heaven ECHO ↗
During a review of possible applications, I recognised the B2B value of the signals being collected. This led to ECHO: a business intelligence layer that gathers reviews and turns them into patterns, insights into customer psychology and growth opportunities.
Hell & Heaven ATLAS
To turn the accumulated expertise into a standalone technology asset, we established ATLAS as a separate infrastructure product. ATLAS is a vector graph system based on 82 variables. It extracts parameters from reviews, connects places, audiences, districts and cities in a single model, and creates an intelligence layer for comparative analysis, pattern discovery and decision-making. This foundation supports a scalable ecosystem: individual products share a common data language, while new use cases can be developed on the same technology foundation.
My role in the project
After the accelerator, I continued as an external solution architect, connecting product logic, new use cases and market entry. My role was to identify the next layer of opportunities before it became a separate product.
- Developed the original travel use case and explored the needs it could address for residents, cities and businesses.
- Shaped the product logic for moving from a single application to an ecosystem of interconnected products.
- Identified the audiences and triggers that create demand for each version of the product.
- Translated complex mathematical and AI infrastructure into a clear proposition for the market and partners.
- I am currently working with the team on marketing and market entry in Poland, Cyprus and Portugal.
Current stage
The team has applied to Y Combinator's winter 2027 batch. The application does not imply acceptance. In parallel, we are developing the international marketing system and testing routes to market for the ecosystem's products.
Scope of responsibility
- Develop HH Go, an AI travel assistant, into a product ecosystem.
- Define multiple products for B2C, B2B and B2G audiences.
- Develop the proprietary HH Atlas AI infrastructure.