+60
Companies using the all-in-one solution
+84%
Tasks executed through the platform
+49%
Active users on platform
+28%
Revenue increase
I lead discovery, solution design, and delivery of Doinn's all-in-one platform. Over four years I work end-to-end: user research, persona development, ethnographic observation, flow mapping, interaction design, and cross-functional alignment. I own the experience across the full platform — from job scheduling to vendor communication to service reporting.
Build a cutting-edge all-in-one solution, where users will be able to bring easily their customers, properties and housekeeping tasks to manage, automate and communicate with their teams.
Coordination without infrastructure has a cost
Property managers and cleaning companies are running their entire operations through WhatsApp groups and Excel spreadsheets — manually coordinating hundreds of jobs per day with no shared visibility, no single record, and no fallback when things go wrong. The cost of a miscommunication isn't an inconvenience: it's a bad guest review, a compensation claim, or a lost contract.
What we found when we stopped asking and started watching
Rather than running interviews from a distance, I get added to the actual WhatsApp groups that cleaning companies use to manage their daily operations. The goal isn't to ask questions — it's to observe the real workflow in motion: how jobs are assigned, how issues surface, how information gets buried in scroll. This proximity surfaces insights that no interview guide would reach.
Critical information has no permanent home
Door codes, special instructions, and last-minute changes live three scrolls down in a thread — buried under photos of damaged linen. When teams need it, it's already gone.
Two user types, opposite pain points
Paul (property manager, ~100 properties) has zero real-time visibility. Ana (cleaning company manager, ~50 properties) is overwhelmed by coordination friction and human error. The same operational gap, two very different jobs to be done.
Spreadsheets are "source of truth" — but always out of date
Excel is used for scheduling but updated manually, never synced, and almost never reflects what's happening on the ground.
End-of-job confirmation is a manual ritual
Ana's team sends a WhatsApp message confirming job completion to every property manager, every time — dozens of times per day. Fully automatable.
Trust is the real product
Both user types share one underlying need: confidence that the job was done correctly, on time, with no surprises. The platform's job is to make that confidence automatic — not something that requires a phone call.
01 — Shadow the work before designing the solution.
Getting added to real WhatsApp groups before opening Figma meant the solution was grounded in actual operational behaviour — not assumed pain points.
02 — One platform, two role-aware views.
Both property managers and cleaning companies operate from the same job record — what each party sees is calibrated to their role. Eliminates the phone call loop entirely.
03 — Job templates as the scale lever.
A reusable workflow that pre-configures job type, duration, team size, and checklist. Research showed manual job creation was Ana's biggest daily time sink.
04 — Automated end-of-job summary.
Observation revealed manual completion messages happening dozens of times per day. An automatic summary sent to property managers at job completion eliminates the most repetitive coordination task entirely.
"Property managers and cleaning companies were running their entire operations through WhatsApp groups and Excel spreadsheets — manually coordinating hundreds of jobs per day with no visibility, no single record, and no fallback when things went wrong."