Dreamy

I conducted a focused discovery phase including:

This revealed that Dreamy’s growth bottleneck was organizational - and not their customer-facing user experience.

I created a Customer account and a Worker account to test Dreamy’s existing platform. Then I created a UML map of their current functionality to understand which features should be kept and which should be improved.

I synthesized all my research findings into four user types. I kept the Customer’s user journey the same since everyone interviewed appreciated Dreamy’s simplicity and ease of use. Then I created three staff user types with overlapping functionalities. Everyone is a Worker, but Managers administer Zones and the Admin is the only one who can add or delete employees, manage the store opening hours and surge rates, and assign Managers to Zones.

The new architecture introduced:

This shifted Dreamy from an informal team model to a scalable operational system embedded in the product.

After validating the role model with the founder, I created comprehensive wireframes covering all order processing and managerial features. I then mapped features into a full user-flow directory and defined a three-phase development roadmap:

Phase 1 - Customer onboarding + Worker delivery workflow

This provided a structured path from MVP to operational scale, allowing me to validate the scope with the founder based on iterating wireframes and finalizing user journeys.

I worked on weekly design sprints to validate experiences for each type of user. In the meantime, I explored different UI directions to fit the Dreamy brand. This weekly collaboration with the founder was critical in arriving at the final user journeys and their look and feel in the shortest time possible.

The only user to have a desktop as well as a mobile view is the Customer. For both, I prioritized the speed and ease of signing up and logging in to ordering immediately.

Next, I designed the Worker screens to focus on the global order-processing feed and filter each Worker's personal record of available, accepted, and completed jobs.

Managers have all the order processing functionality of Workers in addition to special Zone management functions. Each manager assigned to a Zone can create their own team and track Workers across their deliveries.

The Admin has the added functionality of assigning Managers as team leaders for a given Zone. This assignment gives a Manager the label of GM, allowing them to add active workers to their roster. The Admin can also oversee team creation and add or remove Workers, turn the store On and Off, as well as trigger Surge Pricing and an Inclement Weather charge.

I led product development with a remote engineering team in Pakistan through weekly SCRUM sprints, maintaining a one-week design lead over development.

My role included:

I remained through Phase 1 delivery of the React Native MVP, ensuring Customer and Worker functionality aligned with the defined architecture.

This project demonstrates my ability to translate early-stage business operations into scalable product architecture and delivery plans. It shows how role design, permissions, and workflow systems can transform a fast-growing startup from informal processes to structured scale - while leading cross-border product development.