Product Designer
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.
2025
Led UX strategy and interface design across customer, driver, and admin platforms, establishing scalable workflows, booking flows, and system logic.
Customer Facing Website
Admin Dashboard
Customer Dashboard
Driver Dashboard
Interactions
Social Graphics
Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.
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.
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.
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.
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.
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
The final system included:
A predictable flow that supports multiple services without forcing users to relearn the interface.
Centralized control over bookings, payments, and fleet operations.
Centralized control over bookings, payments, and fleet operations.
Automated job updates and access to ride details.
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
For new project inquiries,
please get in touch via email.
© 2026 Rameena Jalil
Product Designer
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
Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.
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.
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.
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.
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.
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
The final system included:
A predictable flow that supports multiple services without forcing users to relearn the interface.
Centralized control over bookings, payments, and fleet operations.
Centralized control over bookings, payments, and fleet operations.
Automated job updates and access to ride details.
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
For new project inquiries,
please get in touch via email.
© 2026 Rameena Jalil
Product Designer
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
Designed a multi-role, scalable booking platform that transformed operations from manual coordination to automated booking workflows.
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.
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.
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.
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.
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
The final system included:
A predictable flow that supports multiple services without forcing users to relearn the interface.
Centralized control over bookings, payments, and fleet operations.
Centralized control over bookings, payments, and fleet operations.
Automated job updates and access to ride details.
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