Hooked On Homes

Project Overview

• Hooked On Homes is an interior design platform built for the Singapore market — where homeowners can generate AI-powered room designs based on their space dimensions, preferred style, paint palette, flooring, and furniture choices, then publish their finalized design to be bid on by professional interior designers.
• Beyond the core design generator, the platform also includes an interior goods marketplace, E-Wallet, integrated banking features, and E-SIM — making it a comprehensive ecosystem for property renovation needs.
• I designed the entire platform solo, working fully remote for a Singapore-based client, building the complete design system from scratch with no existing design foundation to reference.
• The mobile platform was completed in full, with web adaptation at 85% completion before the project was discontinued due to investor uncertainty.

Role & Scope

• Sole UI/UX Designer responsible for the entire platform — from user research and information architecture, to wireframing, prototyping, and final visual design.
• Designed and maintained the complete design system independently, covering both mobile and web platforms.
• Worked fully remote in direct communication with the Product Owner based in Singapore throughout the entire 9-month engagement.

Background

• Singapore's interior design industry is highly competitive, with homeowners often struggling to find reliable designers whose style aligns with their vision before committing to a project.
• Traditional renovation processes are time-consuming and lack transparency — homeowners rarely know what their space will look like until work has already begun.
• Hooked On Homes was conceived to bridge this gap — giving homeowners the tools to visualize their space first, and empowering designers to compete fairly for projects that genuinely match their expertise.

Problem Statement

User Flow

To map how users interact with the platform, a user flow was created covering the primary journey — from property input and AI room generation, through to design publishing and designer bidding.

Wireframe

Early wireframes focused on establishing the information hierarchy and interaction patterns for the AI room generation flow — the most complex and critical user journey in the platform. These wireframes were validated before moving into high-fidelity design.

Final Design

• The final design uses a clean, premium aesthetic — combining warm neutrals with modern typography to appeal to Singapore's design-conscious homeowner demographic.
• The AI room generation flow was designed as a step-by-step guided experience — breaking a complex multi-input process into clear, manageable stages to reduce friction and build user confidence at each step.
• Both web and mobile designs maintain visual consistency through a unified design system, ensuring a seamless experience across devices.

Link Interactive Prototype Figma : View Prototype

Result & Impact

• Successfully completed the entire mobile platform end-to-end as a solo designer, working fully remote across a 9-month engagement with a Singapore-based client.
• Designed a sophisticated multi-step AI room generation flow — covering property input, room type selection, style preferences, paint palette, flooring, furniture choices, and floor plan tagging — entirely from scratch.
• The mobile platform reached 100% completion, with web adaptation at 85% before the project was discontinued due to investor uncertainty.
• This project demonstrated my ability to independently manage a large-scale international product — from initial concept through to near-complete delivery — while maintaining consistent design quality and clear remote communication throughout.

Reflection

This project was one of the most challenging and rewarding experiences in my career. Designing a complex AI-driven platform solo, for a foreign market, in a fully remote setup, required me to be deeply self-directed and disciplined. I learned to make confident design decisions independently, communicate clearly across time zones and cultures, and sustain design quality over a long engagement. The project's discontinuation due to investor uncertainty was disappointing, but the experience itself was invaluable — and the work produced speaks for itself.

Future Improvements

• If the project is revived, the immediate priority would be completing the web platform adaptation and aligning all remaining features with the finalized mobile design.
• Strengthen the designer review and rating system with verified project completion badges to build trust and credibility in the marketplace.
• Integrate an AR preview feature allowing homeowners to visualize generated room designs through their phone camera in real space before submitting to the bidding pool.
• Expand the marketplace with an AI-powered furniture recommendation engine based on the user's selected style and room dimensions.