RAMEENA JALIL

Product Designer

WORK

ABOUT ME

PLAYGROUND

HELLO.UXBYRAY@GMAIL.COM

Transport Booking Platform

OVERVIEW

A scalable platform supporting trip bookings and operational coordination for customers, drivers, and internal admins. I led the UX and interface design for multi-role dashboards, booking logic, and system workflows to automate a previously manual process.

YEAR

2025

ROLE

Led UX strategy and interface design across customer, driver, and admin platforms, establishing scalable workflows, booking flows, and system logic.

SERVICES

  • Customer Facing Website

  • Admin Dashboard

  • Customer Dashboard

  • Driver Dashboard

  • Interactions

  • Social Graphics

Key Result

Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.

Context & Problem

As demand grew, manual ride coordination caused operational inefficiencies and inconsistency in booking availability.

Missed bookings, delayed confirmations, and lack of visibility directly affected customer trust and operational efficiency.

The goal was to design a scalable digital system that could automate bookings without removing the reassurance customers expected from a human-driven process.

Users & Complexity:

The platform served three core user groups:

  • Customers booking different ride types with varying requirements

  • Admins managing bookings, payments, and fleet coordination

  • Drivers receiving assignments and ride details


The hardest user to design for was customers booking non-standard rides. Unlike typical ride-hailing apps, bookings could involve tours, hourly services, or multi-stop journeys. The challenge was supporting this flexibility while keeping the experience familiar.

Constraints & Trade-Offs

The key design trade-off was flexibility versus familiarity.

While it was possible to create custom booking flows for each service, this would increase cognitive load and friction. Instead, I designed a consistent core flow aligned with common ride-hailing patterns, introducing service-specific logic only where required.

Several features were intentionally delayed, including a native mobile app and non-core services. The priority was establishing a reliable web-based MVP before expanding scope.

Process & Validation:

The existing booking process lived in WhatsApp conversations.
I worked closely with the founder and operations team to understand the recurring operational sequence: request, availability check, confirmation, driver assignment, and detail sharing.

Customer interviews were conducted to validate expectations around booking clarity and confirmation. A beta version of the booking flow was launched via a staging link and tested with real customers. Feedback directly informed iterations on service selection, timing clarity, and confirmation steps.

Post-launch, Google Analytics and campaign data were used to audit drop-offs and engagement patterns, guiding further refinements.

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

Solution Overview:

The final system included:

Customer Booking Experience

A predictable flow that supports multiple services without forcing users to relearn the interface.

Admin Dashboard

Centralized control over bookings, payments, and fleet operations.

Centralized control over bookings, payments, and fleet operations.

Driver Dashboard

Automated job updates and access to ride details.

Design System

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

hello.uxbyray@gmail.com

For new project inquiries,
please get in touch via email.

© 2026 Rameena Jalil

RAMEENA JALIL

Product Designer

WORK

ABOUT ME

PLAYGROUND

HELLO.UXBYRAY@GMAIL.COM

Transport Booking Platform

OVERVIEW

A scalable platform supporting trip bookings and operational coordination for customers, drivers, and internal admins. I led the UX and interface design for multi-role dashboards, booking logic, and system workflows to automate a previously manual process.

YEAR:

2025

ROLE

Led UX strategy and interface design across customer, driver, and admin platforms, establishing scalable workflows, booking flows, and system logic.

SERVICES

  • Customer Facing Website

  • Admin Dashboard

  • Customer Dashboard

  • Driver Dashboard

  • Interactions

  • Social Graphics

Key Result

Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.

Context & Problem

As demand grew, manual ride coordination caused operational inefficiencies and inconsistency in booking availability.

Missed bookings, delayed confirmations, and lack of visibility directly affected customer trust and operational efficiency.

The goal was to design a scalable digital system that could automate bookings without removing the reassurance customers expected from a human-driven process.

Users & Complexity:

The platform served three core user groups:

  • Customers booking different ride types with varying requirements

  • Admins managing bookings, payments, and fleet coordination

  • Drivers receiving assignments and ride details


The hardest user to design for was customers booking non-standard rides. Unlike typical ride-hailing apps, bookings could involve tours, hourly services, or multi-stop journeys. The challenge was supporting this flexibility while keeping the experience familiar.

Constraints & Trade-Offs

The key design trade-off was flexibility versus familiarity.

While it was possible to create custom booking flows for each service, this would increase cognitive load and friction. Instead, I designed a consistent core flow aligned with common ride-hailing patterns, introducing service-specific logic only where required.

Several features were intentionally delayed, including a native mobile app and non-core services. The priority was establishing a reliable web-based MVP before expanding scope.

Process & Validation:

The existing booking process lived in WhatsApp conversations.
I worked closely with the founder and operations team to understand the recurring operational sequence: request, availability check, confirmation, driver assignment, and detail sharing.

Customer interviews were conducted to validate expectations around booking clarity and confirmation. A beta version of the booking flow was launched via a staging link and tested with real customers. Feedback directly informed iterations on service selection, timing clarity, and confirmation steps.

Post-launch, Google Analytics and campaign data were used to audit drop-offs and engagement patterns, guiding further refinements.

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

Solution Overview:

The final system included:

Customer Booking Experience

A predictable flow that supports multiple services without forcing users to relearn the interface.

Admin Dashboard

Centralized control over bookings, payments, and fleet operations.

Centralized control over bookings, payments, and fleet operations.

Driver Dashboard

Automated job updates and access to ride details.

Design System

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

hello.uxbyray@gmail.com

For new project inquiries,
please get in touch via email.

© 2026 Rameena Jalil

RAMEENA JALIL

Product Designer

WORK

ABOUT ME

PLAYGROUND

HELLO.UXBYRAY@GMAIL.COM

Transport Booking Platform

OVERVIEW

A scalable platform supporting trip bookings and operational coordination for customers, drivers, and internal admins. I led the UX and interface design for multi-role dashboards, booking logic, and system workflows to automate a previously manual process.

YEAR:

2025

ROLE

Led UX strategy and interface design across customer, driver, and admin platforms, establishing scalable workflows, booking flows, and system logic.

SERVICES

  • Customer Facing Website

  • Admin Dashboard

  • Customer Dashboard

  • Driver Dashboard

  • Interactions

  • Social Graphics

Key Result

Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.

Context & Problem

As demand grew, manual ride coordination caused operational inefficiencies and inconsistency in booking availability.

Missed bookings, delayed confirmations, and lack of visibility directly affected customer trust and operational efficiency.

The goal was to design a scalable digital system that could automate bookings without removing the reassurance customers expected from a human-driven process.

Users & Complexity:

The platform served three core user groups:

  • Customers booking different ride types with varying requirements

  • Admins managing bookings, payments, and fleet coordination

  • Drivers receiving assignments and ride details


The hardest user to design for was customers booking non-standard rides. Unlike typical ride-hailing apps, bookings could involve tours, hourly services, or multi-stop journeys. The challenge was supporting this flexibility while keeping the experience familiar.

Constraints & Trade-Offs

The key design trade-off was flexibility versus familiarity.

While it was possible to create custom booking flows for each service, this would increase cognitive load and friction. Instead, I designed a consistent core flow aligned with common ride-hailing patterns, introducing service-specific logic only where required.

Several features were intentionally delayed, including a native mobile app and non-core services. The priority was establishing a reliable web-based MVP before expanding scope.

Process & Validation:

The existing booking process lived in WhatsApp conversations.
I worked closely with the founder and operations team to understand the recurring operational sequence: request, availability check, confirmation, driver assignment, and detail sharing.

Customer interviews were conducted to validate expectations around booking clarity and confirmation. A beta version of the booking flow was launched via a staging link and tested with real customers. Feedback directly informed iterations on service selection, timing clarity, and confirmation steps.

Post-launch, Google Analytics and campaign data were used to audit drop-offs and engagement patterns, guiding further refinements.

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

Solution Overview:

The final system included:

Customer
Booking Experience

A predictable flow that supports multiple services without forcing users to relearn the interface.

Admin Dashboard

Centralized control over bookings, payments, and fleet operations.

Centralized control over bookings, payments, and fleet operations.

Driver Dashboard

Automated job updates and access to ride details.

Design System

Outcomes & Impact

  • Reduced manual operations by 80%, enabling the platform to scale booking volume and operational throughput.

  • Booking capacity doubled within the first month

  • Operations moved fully online

  • Reduced number of errors and missed bookings

hello.uxbyray@gmail.com

For new project inquiries,
please get in touch via email.

© 2026 Rameena Jalil

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