UX/UI Design
UX/UI
Figma, Interaction Design, Prototyping, Visual Design, Branding, User Research and Testing, Information Architecture
Figma, Interaction Design, Prototyping, Visual Design, Branding, User Research and Testing, Information Architecture
Dreamette Ice Cream
Dreamette Ice Cream
Brain freeze never felt so good.
Brain freeze never felt so good.
The Scoop
The Scoop
The Scoop
Established in 1948 in Jacksonville, Florida, Dreamette has long been a staple of happiness in the community, serving indulgent soft serve, legendary flavor and lasting memories from its charming walk-up shop.
Established in 1948 in Jacksonville, Florida, Dreamette has long been a staple of happiness in the community, serving indulgent soft serve, legendary flavor and lasting memories from its charming walk-up shop.
The Challenge ...
The Challenge ...
The Challenge ...
was to give this beloved institution an effective online presence, both desktop and mobile touchpoints, create services that increase sales, and capture its nostalgia and imagination through visuals that inspire repeat customers.
was to give this beloved institution an effective online presence, both desktop and mobile touchpoints, create services that increase sales, and capture its nostalgia and imagination through visuals that inspire repeat customers.
My Role
My Role
My Role
UX/UI Design
UX/UI Design
UX/UI Design
Branding
Branding
Branding
Visual Design
Visual Design
Visual Design
User Flows
User Flows
User Flows
Prototyping
Prototyping
Prototyping
Tools
Tools
Tools
Figma
Figma
Figma
Relume
Relume
Relume
Illustrator
Illustrator
Illustrator
Photoshop
Photoshop
Photoshop
Timeline
Timeline
Timeline
2 months
2 months
2 months
01
01
Rebranding
Rebranding
Unlocking nostalgia and imagination though visual design.
Unlocking nostalgia and imagination though visual design.
old website
old website
Bespoke frame and custom font creation.
Bespoke frame, custom font creation and a reimagined menu function.
Bespoke frame and custom font creation.
01
Rebranding
Unlocking nostalgia and imagination though visual design.
A reimagined menu function.
A reimagined menu function.
Prototype of new menu for desktop
Prototype of new menu for desktop
02
02
02
Creation of New Services
Creation of New Services
Creation of New Services
02.1: Design and implementation of a Dreamette app.
02.2: Design and prototype
of an Online Ordering option.
02.3: Design and prototype
of a crowd meter or
“Scoop-O-Meter” to
beat the summer heat.
02.1: Design and implementation of a Dreamette app.
02.2: Design and prototype
of an Online Ordering option.
02.3: Design and prototype
of a crowd meter or
“Scoop-O-Meter” to
beat the summer heat.
02.1: Design and implementation of a Dreamette app.
02.2: Design and prototype
of an Online Ordering option.
02.3: Design and prototype
of a crowd meter or
“Scoop-O-Meter” to
beat the summer heat.
Online order flow
and customization pop-up cards.
Online order flow and customization pop-up cards.
The Dreamette ice cream stand had no online ordering option resulting in customers having to wait in line for every order, even during peak summer hours. This often meant:
Long waits, especially
on hot, Florida days.
Melting ice cream before
all items were ready.
Frustration for
customers in a rush.
Lost sales from people
who didn’t want to wait.
The Dreamette ice cream stand had no online ordering option resulting in customers having to wait in line for every order, even during peak summer hours. This often meant:
Long waits, especially
on hot, Florida days.
Melting ice cream before
all items were ready.
Frustration for
customers in a rush.
Lost sales from people
who didn’t want to wait.
02.1: Dreamette App: Online Order Flow Prototype
02.1: Dreamette App: Online Order Flow Prototype
02.2: Overview of Desktop Online Order Flow
02.2: Overview of Desktop Online Order Flow
02.2: Detail of Desktop Online Order Flow
02.2: Detail of Desktop Online Order Flow
String variables
used for dropdown menu creation.
String variables
used for dropdown menu creation.
02.2: Detail of Desktop Online Order Flow
02.2: Detail of Desktop Online Order Flow
02.3: A crowd meter to anticipate long lines.
02.3: A crowd meter to anticipate long lines.
The live crowd meter helps customers plan their ice cream runs by showing real-time wait times — perfect for avoiding long lines in Florida’s hot, humid weather.
Behind the scenes, AI-powered sensors track how busy the stand is and share that data through an API, keeping the website and app updated with accurate, live information.
The live crowd meter helps customers plan their ice cream runs by showing real-time wait times — perfect for avoiding long lines in Florida’s hot, humid weather.
Behind the scenes, AI-powered sensors track how busy the stand is and share that data through an API, keeping the website and app updated with accurate, live information.
The live crowd meter helps customers plan their ice cream runs by showing real-time wait times — perfect for avoiding long lines in Florida’s hot, humid weather.
Behind the scenes, AI-powered sensors track how busy the stand is and share that data through an API, keeping the website and app updated with accurate, live information.
Prototype of Scoop-O-Meter
Prototype of Scoop-O-Meter
Lo-fi iterations
Lo-fi iterations
03
03
03
Projected Impact
Projected Impact
Projected Impact
The proposed solutions aim to create measurable improvements for both customers and the business.
Potential outcomes include:
The proposed solutions aim to create measurable improvements for both customers and the business.
Potential outcomes include:
The proposed solutions aim to create measurable improvements for both customers and the business.
Potential outcomes include:
User Experience Outcomes
Reduced wait times and in-person frustration through same-day online ordering and a real-time Live Crowd Meter.
Increased convenience and satisfaction by allowing customers to plan ahead and pick up orders without rushing.
Improved accessibility and usability across all devices with a newly created mobile app and responsive rebranded website for desktop and mobile touchpoints.
Business Outcomes
Increased sales and higher average order value as customers confidently order multiple items without worrying about melting or delays.
Smoother operational flow with crowd data helping staff anticipate and manage peak hours.
Expanded reach and brand loyalty through the cohesive rebranding effort across digital platforms.
User Experience Outcomes
User Experience Outcomes
Reduced wait times and in-person frustration through same-day online ordering and a real-time Live Crowd Meter.
Increased convenience and satisfaction by allowing customers to plan ahead and pick up orders without rushing.
Improved accessibility and usability across all devices with a newly created mobile app and responsive rebranded website for desktop and mobile touchpoints.
Stronger emotional connection through nostalgic, playful visuals that modernize the brand while keeping its classic charm.
Reduced wait times and in-person frustration through same-day online ordering and a real-time Live Crowd Meter.
Increased convenience and satisfaction by allowing customers to plan ahead and pick up orders without rushing.
Improved accessibility and usability across all devices with a newly created mobile app and responsive rebranded website for desktop and mobile touchpoints.
Stronger emotional connection through nostalgic, playful visuals that modernize the brand while keeping its classic charm.
Business Outcomes
Business Outcomes
Increased sales and higher average order value as customers confidently order multiple items without worrying about melting or delays.
Smoother operational flow with crowd data helping staff anticipate and manage peak hours.
Expanded reach and brand loyalty through the cohesive rebranding effort across digital platforms.
Stronger market presence thanks to a unified, recognizable visual identity and intuitive app experience.
Increased sales and higher average order value as customers confidently order multiple items without worrying about melting or delays.
Smoother operational flow with crowd data helping staff anticipate and manage peak hours.
Expanded reach and brand loyalty through the cohesive rebranding effort across digital platforms.
Stronger market presence thanks to a unified, recognizable visual identity and intuitive app experience.
Visual Impact
Visual Impact
Visual Impact
The rebrand refreshes Dreamette’s nostalgic aesthetic into a vibrant, modern look that feels both timeless and fresh. Bold colors, playful typography, and clean layouts connect digital and physical touchpoints — making the website, app, and in-person experience feel cohesive.
This consistent visual system reinforces trust, boosts memorability, and invites customers to associate Dreamette with fun, warmth, and community.
The rebrand refreshes Dreamette’s nostalgic aesthetic into a vibrant, modern look that feels both timeless and fresh. Bold colors, playful typography, and clean layouts connect digital and physical touchpoints — making the website, app, and in-person experience feel cohesive.
This consistent visual system reinforces trust, boosts memorability, and invites customers to associate Dreamette with fun, warmth, and community.
The rebrand refreshes Dreamette’s nostalgic aesthetic into a vibrant, modern look that feels both timeless and fresh. Bold colors, playful typography, and clean layouts connect digital and physical touchpoints — making the website, app, and in-person experience feel cohesive.
This consistent visual system reinforces trust, boosts memorability, and invites customers to associate Dreamette with fun, warmth, and community.
Please visit desktop version for full showcase.
Paola Morrongiello © 2025
Visit desktop version for full portfolio
Paola Morrongiello © 2025
Paola Morrongiello © 2025