Admin Console for SME
Gain full visibility and control over corporate travel. Manage bookings, policies, and expenses with ease.
About Deem.

Deem is a technology company specializing in corporate travel management software. Its products include a mobile, cloud-based travel solution that enables employees to book, and manage their travel, as well as a ground transportation booking and management platform. Known for its award-winning business travel software.

Deem offers solutions compatible with desktop, iOS, and Android devices, integrating seamlessly with major travel agencies and expense management providers. Headquartered in Oakland, California, the company also operates a second office in Dublin, Ireland.

Problem Statement.

Corporate travel management is often tailored to large organizations, leaving small and medium enterprises (SMEs) struggling with time-consuming and costly processes to manage employee travel programs, policies, expenses, and flexible fares. Recognizing this market gap, Deem wanted to design a solution to make corporate travel management accessible, efficient, and scalable for SMEs.

Businesses should onboard to Deem’s platform in just two minutes, with the flexibility to seamlessly upgrade to a more robust enterprise-level version as their needs grow.

My Role.
My role is to bridge the gap in corporate travel management for SMEs by designing an intuitive, scalable, and cost-effective solution. I focus on user research to identify pain points, define user-centric problems, and ideate innovative designs that simplify travel management. Through prototyping, testing, and iterating, I ensure the solution is easy to use, aligns with SME needs, and provides seamless scalability, empowering businesses to efficiently manage travel as they grow.
Research & Discovery.
Understanding the Audience
My first step was to thoroughly understand the audience. I scheduled several internal calls with product managers (PMs) and stakeholders to gain insights into the space Deem is venturing into. These discussions helped me gather crucial information and clarify any doubts I had about the company’s objectives and requirements.
Competitive Analysis
Once I had a clear understanding, I turned my focus to competitors in this space. I reviewed their applications and created a detailed feature list, identifying what they offer to users. This analysis was then compared against Deem’s requirements. After several brainstorming sessions, we reached a consensus on the direction for DeemGo.
User Research

To validate our approach, we conducted user interviews using basic mockups. These sessions aimed to uncover user pain points and frustrations. All research findings were documented in Google Doc for future reference, ensuring we had a solid foundation to guide our decisions.

Initial Design and Feedback
Using the insights gained, I began creating the initial mockups. These were shared internally with PMs and stakeholders to gather feedback. At every stage, new discoveries emerged about user needs and behaviors.
Key Insights
  • Flexibility requirements for policies
  • Expense management solutions
  • Streamlined trip approvals
  • Features like holding trips, locking fares, and group travel event creation
  • Leveraging travel history data for better decision-making
These findings played a pivotal role in shaping the product. With continuous iterations and collaboration, we refined our designs to address user needs effectively.
User Personas & Scenarios.
Understanding users, user behavior and usage patterns is crucial for this project. To achieve this, I created a set of user personas that define key aspects and guide the design process.
View Personas
Information Architecture.
The next step was to design the application’s information architecture (IA) to ensure a seamless user experience. The goal was to make it easy for users to find and configure services, navigate policy options, and enable accessibility for employees. I structured the IA logically and streamlined the onboarding process to provide a hassle-free, intuitive experience.
  • Etta Design System
One Design System for all Platforms.
All the platforms i.e iOS, PWA & Desktop will be pointing to the same component from the design system. No more seperate design systems for each platforms
View Design System
High Fidelity Screens.
With all my research findings, Insights and data points I started working on UI design for this project.
Tools Used.
Figma
Miro
Jira
Confluence
Results.
  • Delivered a scalable, modern admin tool for SMEs.
  • Recognized in design awards.
  • Helped SMEs move from messy manual tools toward a professional yet simple solution.
Awards & Acheivements.
We helped Deem to accelerate the user experience across their products and reduced their support calls. The brand now has a consistent image that people can trust in corporate travel industry. We removed usability hurdles across the board and added award winning accessibility features to the product, and to the engineering team’s great delight, delivered a future-proofed design system built for growth. Deem now has achieved several awards and recognitions
  • Let's Work Together
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Designed with ♥ by Bikshapati Chenamoni
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User Personas & Scenarios.
Samantha.
Founder & CEO at Dream Land Innovatives

Age: 32
Company Size: 10 Employees
Tech Savviness: High

Pain Points
  1. Limited time to research and manage travel logistics.
  2. Needs a simple, quick solution for booking travel without losing focus on business growth.
  3. Budget-conscious but values flexibility for last-minute changes.
Goals
  • Quickly book travel for the team with minimal effort.
  • Keep costs predictable and transparent.
  • Access flexible fares in case plans change.
Scenario
Samantha is heading to an industry conference with two team members. She needs to book flights, accommodations, and rental cars within a set budget. With Deem’s platform, she can onboard her company, set travel preferences, and book trips for the team in under 10 minutes. The platform’s ability to auto- apply company policies ensures she stays within budget.
James.
Operations Manager at Felix Interactive

Age: 45
Company Size: 50 Employees
Tech Savviness: High

Pain Points
  1. Manages travel for field staff visiting multiple locations.
  2. Struggles with reconciling travel expenses and maintaining compliance with company policies.
  3. Needs to track bookings and approvals efficiently.
Goals
  • Simplify the process of managing and approving travel requests.
  • Provide field staff with flexibility while ensuring compliance with company policies.
  • Generate reports to track travel expenses.
Scenario
James uses Deem to onboard his company in minutes and integrates it with the expense reporting tool they already use. Field staff can easily book travel using pre-approved vendors and policies, reducing time spent on back-and-forth approvals. James monitors all bookings in real time and uses the platform’s reporting tools to analyze expenses at the end of the quarter.
Sofia.
Freelance Consultant

Age: 38
Role: Independent business consultant working with various clients.
Tech Savviness: High

Pain Points
  1. Needs travel flexibility to adapt to unpredictable client schedules.
  2. Finds it time-consuming to compare fares and manage receipts.
  3. Wants to maintain a professional image while staying budget- conscious.
Goals
  • Book travel quickly and easily for client meetings.
  • Keep all receipts and expenses organized for invoicing.
  • Upgrade to enterprise-level features if her consulting firm grows.
Scenario
Sofia signs up for Deem to simplify her frequent trips to client offices. She appreciates how the platform organizes her receipts and expense reports automatically. When her business grows, she upgrades her account to manage travel for additional consultants she hires.
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