Dreamsome app animated preview showing colorful gradient mobile interface with dream journaling features

Dreamsome

Not only a design project, but a full-on startup journey. From concept discovery, product design and creative direction to securing public funding, building a team, mastering public speaking and financial planning. I combined creative expertise with strategic business thinking to drive product development.

ux/ui
branding
strategy

2024 - now

Dreamsome Tonight screen showcasing dream entry interface with purple gradient background
Everybody dreams. But not everybody remembers their dreams. Dreams hold the key to our emotional processing, and show tremendous potential for improving mental health. A dream diary is essential for dream recall and any further dream work. As someone passionate about dreams, I decided to build a user-friendly digital journal. This is my journey as a product designer, and a founder.

Validation

was conducted through landing page testing and user feedback on the offering

Three iterations of Dreamsome landing pages showing design evolution and user testing results
Dreamsome landing page version 1 testing lucid dreaming offering with purple gradient design
V1

Testing the waters with a lucid dreaming offering

  • ⚡️ The average interest rate among 7 participants was 3.0
  • ⚡️ The language around trauma and PTSD scared people away
  • ⚡️ It was not clear what lucid dreaming is and what the offering is
Dreamsome landing page version 2 with improved messaging explaining lucid dreaming benefits
V2

Shifting from trauma language, explaining lucid dreaming

  • ⚡️ The average interest rate among 20 participants was 7.7
  • ⚡️ User journey of the product was not clear
  • ⚡️ Visual language received mixed opinions
Dreamsome landing page version 3 with clean design and clear offering for dream diary app
V3

Redefined a clean offering for broader audience interested in dreams

  • ⚡️ The average interest rate among 18 participants was 9.0
  • ⚡️ It was clear what the app is doing
  • ⚡️ Design was well-received. Described as clean, not overwhelming, playful, beautiful

Competitor analysis

Helped identify the gap on the market for a digital dream diary that strongly focuses on well-designed user experience. I made a strategic decision to avoid AI interpretation as it opposes the purpose of deep self-reflection. Besides, it goes against particular dream work methods that Dreamsome upholds.

Competitor analysis chart comparing dream diary apps showing market gap for user-focused design
Customer profile infographic showing target user demographics and behaviors for Dreamsome app

Customer Profile

Helped answer the questions: "who will use the app and how to reach them?"
Two user scenarios showing different ways people interact with the Dreamsome dream diary app Two user scenarios showing different ways people interact with the Dreamsome dream diary app

Key features of the diary

were defined through card sorting
Key features of Dreamsome dream diary including tags, audio recording, and dream analysis tools Key features of Dreamsome dream diary including tags, audio recording, and dream analysis tools
Multiple mobile screens showcasing Dreamsome app interface with colorful gradients and dream entries Multiple mobile screens showcasing Dreamsome app interface with colorful gradients and dream entries

Usability

Was tested at public UX testing events, as well as private interview calls.

UX usability testing sessions showing users interacting with Dreamsome app prototype

Total research participants

100+

Testing rounds (so far)

6
Comprehensive UI component library for Dreamsome app showing buttons, inputs, and design elements

Developer handover

Included detailed flows, component library and a style guide

Figma design file showing developer handover documentation with flows and component specifications

Branding

Dreamsome brand heart diagram showing core brand values and personality traits
Dreamsome has a heart

Custom logo

Unique custom lettering and a mark inspired by the infamous Inception movie

Animated logo design process showing evolution of Dreamsome custom lettering and spinning top icon

Socials

The idea was to create playful visuals that combine elements of realistic imagery and imaginary cartoons - to create a sense of dreams and reality merging together

Dreamsome social media designs combining realistic imagery with playful cartoon elements
Educational content's aim was to debunk popular myths about dreaming and motivate the potential users to pick up the dream practice
Educational Instagram reels debunking dream myths and promoting dream practice

Stickers

Were designed to be shiny, playful, delightful and attract attention

Shiny playful sticker designs for Dreamsome featuring colorful dream-themed illustrations

That must be it.

But not quite. I've also pitched on stage, wrote business & financial plans, researched incorporation options, deepened my knowledge of dream work, organized events and received 2 startups scholarships.

Today Dreamsome continues to grow through bootstrapping and I'm happy to join teams who value multi-faceted players. After this experience I know there is nothing I can't do or learn. Want a team player like that on your side? Get in touch!
Margarita Fray presenting Dreamsome project on stage at startup event

Acknowledgments

Developer:

Irina Shumilova

Coaches & Mentors:

Charlie Morley,
Angel Poon,
Adam Formanek,
Dr. Katharina Feldmann,
Sandra Thumm,
Katrin Jahnke

Supporters:

Lin Cassie Zhen,
Robert Eckstein,
Dr. Karine Miras

Organizations and programs supporting Dreamsome Organizations and programs supporting Dreamsome
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