Research in the field
More than 35 interviews and in field tests. I shadowed agents and photographers on real scans, which reshaped the strategy and, above all, the capture flow, the make or break moment of the whole product.
Roomio · Case study
Floor plans
from a phone.
An app that turns any iPhone walkthrough into professional 2D and 3D floor plans, delivered in hours, not days.
A brand new product, taken from a blank page to a real, paying business in under six months.
RoleFounding Product Designer, Phoria
TimelineFeb 2025 to now
PlatformiOS, Android and Web
ScopeStrategy, vision, design, delivery
The problem
A good floor plan cost a fortune.
Every listing needs a floor plan, but getting one used to be a real barrier. Capturing a home accurately meant specialist gear like Matterport, at up to $15,000 a camera. So most agents and photographers outsourced it, then waited days for results that came back inconsistent.
The opportunity was hiding in plain sight: almost everyone already carries a LiDAR scanner in their pocket. The real problem was never the hardware. It was making phone capture foolproof, and delivery reliable.
The bet
Replace a $15k camera with the phone already in your pocket.
My role
I led product design, end to end.
As the founding designer on Roomio, I owned the product from first principles. I set the strategy and the product direction, decided what to build and when, and ran the research with real agents and photographers in the field. The vision was mine to shape, and the roadmap was mine to defend.
Then I built it. The full UX and UI, the brand and the design system from scratch, and the day to day delivery alongside engineering. I also folded AI deep into my workflow, prototyping in code to validate and ship far faster than a traditional design process allows.
- Product strategy
- Vision and direction
- User research
- Design system
- AI enhancement
Process
Close to real users, fast to shipped.
Brand and system from scratch
Roomio had no visual language. I designed the mark, the palette and a component library that could scale, so a brand new product felt trustworthy from day one.
AI and code prototyping
I prototyped in code and used AI to get from idea to a testable flow in hours, tightening the loop between design, validation and delivery.
The product
Scan. Order. Delivered.
A few taps of real work, and a professional plan lands in the app.
Step 01
Scan the property
The agent or photographer walks the home with an iPhone. LiDAR handles every measurement, so there is no extra gear and nothing to learn.
Step 02
Order in a tap
Choose 2D or 3D, standard or express, and check out with pay as you go pricing built for the way agencies actually work.
Step 03
Track every job
Each scan moves through a clear status, from placed to drafting to delivered, so nobody has to chase an email for an update.
Step 04
Delivered, ready to share
Finished floor and site plans land in the app within hours, downloadable and listing ready, with an amendment only a tap away.
End to end
Every screen, considered.
Brand and design system
A brand built to be trusted.
Real estate runs on credibility, so Roomio had to look established from day one. I built the identity and the system behind it, from the logo and a confident indigo to a component library that keeps every screen consistent as the product grows.
The house mark reads as a home and a floor plan at once, the whole product in a single symbol.
Indigo#2A2794
Vivid#3D37CC
Tint#ECE9FB
Paper#FFFFFF
In the wild
Agents and photographers started switching.
Around 500 users moved to Roomio from competitors in the first month, and the strongest signal came unprompted, with people recommending it in their own communities. Names are blurred for privacy.
Outcomes
Zero to a real business, fast.
5Months from blank page to App Store
6,250+Users within the first six months
6Corporate clients onboarded in year one
500+Switched from rival tools in month one
What I took away
The clearest proof of how I work.
Roomio is the sharpest example of how I like to build. Close to real users, fast from idea to shipped, and holding the craft and the business outcome to the same bar. It is also where prototyping in code stopped being an experiment and became how I design.