Product Design
Rokk3r Labs/Hyp3r
HYP3R is a location-based SaaS platform that allows hotels and hospitality brands to monitor, understand, and engage with customer activity on social media in real time. The product gives brands visibility into on-property guest behavior, sentiment, and content creation through geofencing and intelligent filtering. As the company’s first product designer, I helped define the initial product vision, design the core platform, and support the team through its go-to-market launch. HYP3R later attracted significant industry attention and was eventually acquired by Marriott.
Challenge:
Hotels and hospitality brands needed a way to understand guest activity across social channels while those guests were actively on property. Existing tools lacked accurate geofencing, real time insights, and an interface designed specifically for hospitality teams.
The challenge was to create a platform that could:
• Capture location-based social posts with precision
• Provide real time visibility into guest sentiment and behavior
• Allow teams to filter noise, identify opportunities, and act quickly
• Present data in a way that was clear, actionable, and easy to learn for non technical users
Because this was a zero to one product, the team needed design leadership not only to create the interface, but to shape the workflow, the feature set, and the foundation of how hotels would use the system operationally.
Strategy and Design Approach:
My focus was on designing an interface that turned complex geolocation and social data into a simple, flexible dashboard tailored to the needs of hospitality teams. The strategy centered on clarity, speed, and actionability.
I worked closely with founders, engineers, and early hotel partners to define the end to end workflow: from setting up geofences, monitoring guest activity, and filtering signals, to engaging with guests in the moment. We prioritized the ability to quickly recognize opportunities, identify issues, and support on-property teams with meaningful real time information.
HYP3R is a location-based SaaS platform that allows hotels and hospitality brands to monitor, understand, and engage with customer activity on social media in real time. The product gives brands visibility into on-property guest behavior, sentiment, and content creation through geofencing and intelligent filtering. As the company’s first product designer, I helped define the initial product vision, design the core platform, and support the team through its go-to-market launch. HYP3R later attracted significant industry attention and was eventually acquired by Marriott.
Design, Test, and Development
Design:
I designed the core experience including geofence setup, real time monitoring, signal filtering, content review, and team workflows. High fidelity prototypes shaped the visual identity, interaction patterns, and component architecture, setting the foundation for future features as the company grew.
Test:
We tested early prototypes with hotel teams to understand how they interpreted real time social data and what actions they needed to take most often. These sessions highlighted the importance of clear prioritization, alert logic, and simple filters that reduced noise. Insights from testing informed improvements to navigation, labeling, and dashboard clarity.
Development:
I translated the design system into detailed documentation and worked closely with engineering to implement a scalable interface that could handle high volumes of real time data. This included defining interaction rules for map behaviors, content previews, notifications, and automated sentiment signals. Continuous design reviews during development ensured the product remained intuitive and aligned with user needs.
Impact:
HYP3R successfully launched as a market defining tool for the hospitality industry, giving hotels the ability to understand their guests’ experiences while those experiences were happening. The platform improved guest engagement, supported on-property operations, and helped brands maintain a stronger sense of connection with guests.
The clarity and usability of the interface contributed directly to customer adoption, helping HYP3R stand out in a competitive market. As the product matured, it gained traction with major hotel brands, ultimately leading to its acquisition by Marriott.
This case study represents one of my most impactful zero to one contributions, helping a startup translate a complex technological capability into a clear, actionable, and commercially successful product.
