Note: Due to the nature of my NDA, I am only able to share screens & information that I have permission to share.

Overview

Avas was conceived as a multi-vertical Super App and used Maldives as a live market testbed to validate a larger vision: transforming the platform into a white-label SaaS solution for international market.

As the sole Product Designer, I was responsible for building the product foundation that enabled this transition—from a locally focused ride-hailing app into a scalable, multi-tenant platform ready for global deployment.

My scope included Product Design (UI/UX), Design Systems, Motion Design, and 3D Visual Design across:

• Avas Design System 1.0 (200+ Unique components)

• Avas App (Rides, Bites, Express, Insurance, Hotels, Connect)

• Avas Driver App

• Avas Operator Dashboards

• Avas Admin Dashboards

• Avas Driver Management Dashboards
  
  Overall, I designed 300+ unique screens across Avas Ecosystem.
  
  
  

Beyond product design, I was also responsible for the platform's visual experience and brand expression. I created custom 3D illustrations, modeled assets used throughout the ecosystem, designed motion graphics, and developed in-app micro-interactions that enhanced usability, feedback, and delight across key user journeys. I additionally produced advertising creatives and marketing visuals to support customer acquisition, product launches, and brand awareness initiatives.

Challenge

• No design system or reusable UI framework existed.

  
  

• The platform averaged only 20 rides per day.

  
  

• User journeys were fragmented across rider, driver, and operational products.

  
  

• Hardcoded interfaces made scaling and future white-label deployments difficult.

  
  

• The Engineering Stalled: Because a design system was entirely non-existent, developers hardcoded every single screen from scratch. Shipping was slow, expensive, and riddled with visual debt.

• The SaaS Blocker: Hardcoded UI made it impossible to white-label. Changing branding for an international enterprise buyer would require months of manual recoding, breaking our core business model.
  
  

A personal challenge was that this was my transition from 3D / VFX / Motion Design for B2B into tech sector, and my first role as a product designer. However, using my skillsets as a designer trained to solve B2B and B2C problems, I was able to overcome these challenges through meticulous self-learning and constructive feedback from the team at Avas who were extremely supportive.

Solution

Avas' first Design System

• I kicked off my tenure at Avas by conducting thorough reserch and building an innovative, modular design system that would cater for cross-functional services across the Avas ecosystem.
  
  

Optimized Ride-Hailing User Flows

• Redesigned critical booking, driver-matching, and trip management flows to reduce user friction and improve task completion rates.
  
  

• Simplified navigation, reduced cognitive load, and streamlined key actions across the rider and driver experiences.
  
  

• Contributed to platform growth from approximately 20 rides per day to over 200,000 rides per month.

  
  

Reduced Customer Support Burden

• Identified recurring pain points through user feedback, support tickets, and operational insights.
  
  

• Redesigned problematic workflows, improved status visibility, and introduced clearer user guidance throughout the customer journey.
  
  

• Reduced customer complaints from several hundred cases per month to only a handful of recurring issues.

  
  

Data-Driven Product Iteration

• Established a continuous feedback loop between users, operations teams, and business stakeholders.
  
  

• Iteratively refined features and workflows based on customer feedback, behavioral patterns, and evolving business requirements.
  
  

• Delivered frequent product improvements while maintaining consistency through a scalable design system.
  
  

• Developed a unified design system supporting multiple products, dashboards, and service verticals across the Avas ecosystem.
  
  

• Enabled faster feature delivery, reduced design debt, and created a foundation for future white-label SaaS deployments.