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Branding Product SaaS Web App
About a Project
Role: Head of Product & UX Design
Platform: Web & Mobile (iOS/Android)
Industry: Creative Writing / SaaS
Timeline: 2023–2025
Status: MVP Launched | Investment Secured
Imaginarium is an AI-powered writing platform built to help authors and screenwriters plan, write, and structure compelling stories. As both Product Owner and Designer, I led the product vision from ideation to go-to-market, overseeing design, development, and feature prioritization.
I wore multiple hats—defining the roadmap, designing the entire UX/UI, testing with early adopters, and guiding the brand strategy that positioned Imaginarium as a next-gen storytelling tool.
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Project Goal
My Contributions
Build a user-friendly platform that supports writers from ideation to publication
Provide tools for story structure, character arcs, and world-building
Integrate AI to assist with brainstorming, editing, and content enhancement
Enable collaboration and cross-platform access
🗺️ Product Strategy
Defined product roadmap and MVP scope
Conducted competitive analysis and user research
Created feature prioritization frameworks using RICE scoring
🎨 UX/UI Design
Created end-to-end wireframes and high-fidelity designs
Established a scalable design system (components, colors, type, layout)
Designed cross-platform experiences for Web, iOS, and Android
🧪 Research & Testing
Ran usability testing with early beta users
Synthesized findings into iterative design improvements
Validated feature adoption with analytics tools and surveys
📱 Mobile Adaptation
Led the mobile app development from UX strategy to UI design
Tailored features for smaller screen usability without losing functionality
Research
User Interviews: Spoke with 15 writers (indie authors, screenwriters, students)
Surveys: Conducted a survey with 80+ creatives via Reddit and writing forums
Competitor Analysis: Compared 12 writing tools across structure, UX, and pricing
Pain Points Identified:
Fragmented tools for story planning vs writing
Lack of mobile-friendly solutions
Overwhelming empty-state experience
Target Audience
Aspiring and professional writers
Screenwriters and storytellers
Writing coaches and publishers
Students learning creative writing
User Persona
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User Persona
1. The Aspiring Author
Goals: Finish first novel, gain confidence, stay motivated
Needs: Easy onboarding, structure help, light AI2. The Screenwriter
Goals: Organize scenes, keep track of characters & locations
Needs: Visual planning, export to industry-standard formats3. The Educator
Goals: Use as a teaching tool for creative writing
Needs: Simplicity, templates, collaboration
Marketing Initiatives (Early Stage)
Created genre-focused landing pages to drive SEO
Used targeted social ads (“Write your epic” CTA)
Connected with influencers in the writing space
Collected beta testers through Substack and Discord
Wireframes
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Design System
Web Design System:
Built in Figma with auto-layout, color tokens, typography scale, and reusable components
Components: Button set, inputs, modals, layout grid, tooltip, dark/light mode support
Mobile Design System:
Reimagined for touch: larger tap targets, vertical stack layouts, gesture-friendly nav
iOS & Android parity via component libraries (Material + Human Interface hybrid)
Themes
Core Palette: Ink Black, Sky Violet, Storybook Blue, Sunrise Gold
Light Theme: Focused on readability and spacious layout
Dark Theme: Emphasized immersion and contrast for night writing sessions
Case 1: Create Project
This progression focused on reducing friction while helping users start with clarity and inspiration.
Initial Idea: Use a static form to add a new story.
Iteration 2: Integrated a wizard + tone suggestions and other elements to collect more information about the story.
Final Design: A guided, AI-assisted flow with cover image, genre, tone, and structure suggestions that provide information for beginners and seasoned authors.
Case 2: AI assisted character and location recognition.
Feature identifies proper nouns and highlights names of characters and locations in real-time while writing. Helps maintain narrative continuity and enables future AI functions like character timelines.
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Results
MVP launched across web and mobile
300+ beta users in 2 months
Positive feedback from early testers for UI simplicity and AI feature usefulness
White-label interest from legacy creative tool companies
Key Takeaways
Always balance user control with AI convenience
Design systems save massive dev time when scaling
A focused launch strategy beats a feature-dense one