My Role
Founding Lead Product Designer & UI Developer, covering product vision, UX/UI, brand systems, investor storytelling, and hands-on front-end development.
wi-Q
From early concept to global hospitality SaaS platform.
As Founding Lead Product Designer & UI Developer, I shaped wi-Q from an early-stage concept into a flexible white-label hospitality SaaS platform used in 62+ countries. I led product vision, UX/UI design, brand systems, investor prototypes, and delivered wi-Q Connect, a rapid pandemic response solution for major brands including Hilton, Marriott, and Shake Shack.
At a Glance
Product Type
White-label hospitality SaaS platform with mobile ordering, admin systems, and enterprise customisation.
Users
Guests, venue operators, restaurant and hotel staff, central teams, and enterprise clients.
Key Contribution
Turned an early concept into a global white-label platform, designing the core experience and product architecture that continues to support high-volume hospitality ordering.
From early concept to scalable hospitality platform
As the founding design lead, I worked across the full product lifecycle, from early vision and strategy through to UI development, brand systems, investor presentations, and ongoing product evolution.
The Opportunity
Build a flexible digital ordering platform for hospitality environments and multiple brands.
The Challenge
Create a system simple for guests yet powerful enough for complex menus, service models, and operational needs.
The Ambition
Deliver a scalable white-label SaaS product that major hospitality brands could customise and roll out globally.
My Role: From Founding Product Design to Global Scale
I worked across product strategy, experience design, brand flexibility, investor storytelling, and front-end implementation, helping wi-Q move from concept to scalable SaaS platform.
Product Direction
Defined product vision, user flows, and the core platform experience.
White-label UX
Designed a flexible branding system that enabled seamless customisation for different clients.
UI Development
Built and maintained high-quality front-end code alongside engineering.
Investor & Stakeholder Support
Created prototypes and storytelling materials that supported Seed and Series A funding conversations.
Designing the Core Experience
Guest ordering, brand flexibility, and operational control.
Core Platform Flows
I mapped and designed the core logic connecting guest ordering, menu configuration, venue operations, white-label branding, and enterprise rollout.
Mobile Ordering
Guest-facing flows for browsing, customising, ordering and payment.
White-label Branding
Flexible design patterns for different hospitality clients.
Menu Management
Support for client-specific menus, items, pricing and availability.
Checkout & Payment
Low-friction basket, payment and confirmation patterns.
Operations
Workflows for order handling, fulfilment and venue configuration.
Platform Scale
Product patterns that could grow across countries, venues and clients.
Making the direction tangible with prototypes and front-end delivery
To move the concept beyond static design, I created prototypes and production-ready interface patterns that helped stakeholders, investors, and engineering teams understand the product direction and validate key workflows.
Scaling from concept to global adoption
A snapshot of product, commercial and team outcomes shaped through design strategy, product architecture and hands-on delivery.
62+
Countries
Global white-label rollout
1.1m+
Monthly Orders
Core experience still powering growth
2.7M+
Items Sold Monthly
Through the platform
Major Enterprise Clients
Responding to a crisis with wi-Q Connect
During the pandemic, I conceived and delivered wi-Q Connect — a unified order hub that helped venues rapidly adapt to last-mile delivery demands. This solution received unanimous board approval and strengthened the platform’s resilience.
Market shift
Hospitality teams needed to adapt quickly to delivery-led operations.
Operational complexity
Multiple ordering and delivery channels created fragmented workflows.
Product response
wi-Q Connect brought channel complexity into a more unified operational flow.
Outcome
Product Scaled Globally
From concept to 62+ countries
White-label Platform Delivered
Flexible system supporting multiple brands
High-Volume Operations Supported
1.1M+ monthly orders
Crisis Response Delivered
wi-Q Connect successfully launched
What this project demonstrates about my approach
wi-Q showcases my ability to work in the earliest and most ambiguous stages of a product, where vision, user experience, business model, and technical delivery are still forming.
Founding Product Design
Turned an early idea into a clear, scalable product direction.
Platform Thinking
Designed a flexible white-label system that supports multiple brands and operational models.
Technical Fluency
Combined design leadership with hands-on UI development and prototyping.
Commercial Storytelling
Created investor prototypes and materials that helped secure funding and enterprise adoption.
Next Case Study
Continue to the next case study to see how I turn repeated client requests and market signals into a scalable product opportunity.
Asite aStock
From customer request to scalable inventory product architecture.
A customer request for stock management revealed a wider opportunity to extend Asite Marketplace beyond procurement. I shaped the product architecture, mapped the operational workflows, defined the web admin and mobile warehouse experience, and created a functional React Native proof of concept to make the direction tangible for stakeholders and engineering.
View case study