one founding designer, three connected products
izzybooking — a leisure marketplace for day-passes (airbnb model). built on one design system and positioning from zero. founding designer, apr–jul 2025.
about the product
izzybooking is an aggregator marketplace where travelers book day-passes to hotels, spas, pools, car rentals, and other leisure services. airbnb model: businesses list services → the platform provides traffic and bookings. three interconnected products: b2c marketplace, b2b partner dashboard, admin panel.
role
founding designer
period
apr 2025 – jul 2025
team
4 people (fe, be, qa, ml)
context
joined at the start. stakeholders set an aggressive mvp deadline. three products grew on top of each other — scope expanded while deadlines didn't. sole designer responsible for everything.
problems
scale without bloat
one designer needed to cover 3 products in a compressed timeline. without a systematic approach — impossible. solution: shadcn design system, customized to brand → reusable components → 3 products covered.
positioning from zero
the niche is crowded (resortpass, getyourguide). a bilingual competitive teardown surfaced the gaps users kept complaining about: opaque pricing (fees revealed late in checkout), slow support with no live chat, and unclear access scope (a pass often covered just one of several pools). those gaps became izzy's positioning — upfront pricing, clear access, responsive support — paired with jtbd-derived segments instead of a generic "for everyone" marketplace.
strategic voice
on calls with founders, advocated for scope reduction: "don't build a big marketplace blindly. talk to users, capture a specific market, build what's in demand."
process
- 1. competitive analysis — bilingual (ru/en) benchmark of resortpass and getyourguide: 9 sections, ~54 sources, 27.5m visits/mo.
- 2. jtbd analysis — 7 jobs derived from the leaders, framed as "when [situation], i want [result], but [obstacle]".
- 3. user segments — locals (daycation), travelers, families, business travelers, remote workers, couples.
- 4. brand — from scratch: colors, logo, visual system.
- 5. design system — shadcn customized: tokens, components, flexibility across 3 products.
- 6. user flows — architecture and key flows for b2c, b2b dashboard, admin panel.
three products, one system
b2c marketplace — search & booking
service showcase → detail card with photos, map, calendar, reviews → booking → confirmation.
mobile entry point — pick a city, a date, and the kind of day you want.
service detail: photos, amenities, live availability and the full price up front — the exact gap users hit on resortpass.
the full b2c mobile flow end to end — auth, ai-assisted search, filters and map, service detail, booking, and cancellation.
b2b dashboard — service management
service listing with statuses → bookings management with status tracking.
partner side — every listing carries its moderation status at a glance.
bookings tracked by status — the partner's daily working surface.
admin panel — moderation
dashboard with kpis → content review queue → service moderation card → dispute management.
platform health in one view — bookings, revenue, disputes.
moderation queue — each listing is reviewed before it goes live.
dispute resolution — the trust layer a marketplace lives or dies on.
results
one designer covered 3 products through a unified design system — without it, only one product would have been possible.
deep competitive + jtbd analysis → positioning and user segments with a "need → feature" matrix.
strategic voice: advocated for scope reduction and focus on validated market from day one.
behind the work
what i wanted to show — systemic thinking: from positioning and brand to a design system that lets a single designer hold three connected products at once.
what i learned — the bottleneck at 0→1 isn't the screens, it's "for whom and against whom". the jtbd and competitive work decided what to design before the first mockup and saved weeks of redesign.
honest result — the product was pre-launch when i left, so i don't claim measured outcomes. i lead with the deliverables: a system that carried three products, the competitive and jtbd analysis, the brand, and the core flows.