Dash Customer App Redesign
Context & The Problem Space
DaySmart's legacy B2B2C application suffered from severe mobile friction, causing critical drop-off during multi-tenant account registration and facility checkout. We needed a ground-up modernization to support high-density scheduling on smaller viewports.
Strategic Approach
Data indicated a massive drop-off during the registration and checkout flows. The root cause was technical: the legacy UI was not optimized for mobile viewports, causing critical layout breaks and dead-ends for users trying to complete purchases on their phones.
Process & Execution
I led the end-to-end modernization with a strict mobile-first mandate to stop the layout failures. To meet aggressive rollout targets, we bypassed a massive architectural rewrite and focused on rapid, iterative UI deployments. I designed a scalable white-label foundation that allowed the interface to dynamically inherit custom SMB branding (colors/logos) while maintaining WCAG accessibility standards.
Responsive Scheduling Matrix: The dense, multi-variable B2B dataset was architected to surface critical filtering parameters (date, location, price, age limits) without overwhelming the viewport, reducing cognitive load for facility managers.
The complex desktop matrix gracefully degrades into a mobile-first card stack. All primary UI components are mapped to dynamic CSS variables, allowing the interface to instantly inherit any SMB tenant's custom white-label branding without requiring manual CSS overrides.
Impact & Outcomes
Beyond a 5% core conversion lift, managing the white-label UI inconsistencies during this rapid rollout served as the primary business case for architecting the strict, token-based design system we implemented platform-wide the following year.
Jeff Grove
Founding Investor & Developer at Dash
"In my 11 years at Dash and 24 years at Microsoft, Daniel is the best all-around designer with whom I've worked... If I were to start a new, small software company, Daniel would be the first designer I would try to hire."
I worked with Daniel Sebree for 8 years at Dash where we built sports facility management software. In my 11 years at Dash and 24 years at Microsoft, Daniel is the best all-around designer with whom I've worked. He's not only an excellent designer, he also did some general development work for us at Dash as well. While his detailed designs, broad knowledge of HTML, CSS and JavaScript were valuable, the real value to our small team was his willingness to wear multiple hats and share knowledge to better educate the entire development team on all things design related.
In addition, Daniel really embraced what I think of as our team's motto, "strong opinions, loosely held." What I mean by that is Daniel would never hesitate to express his opinions, but he was always willing to listen to alternative ideas or to understand that maybe certain design elements we not practical for various reasons. It made working with Daniel a joy every single day we interacted. We were generally of the same opinion, but when we were not of same opinion, we always arrived at what I felt like was an excellent solution that was better for our being able to debate the issues productively.
One recent example was for a feature where we were updating our method to generate our contracts in HTML and PDF formats. My initial implementation of his design had some changes to some elements. I felt that it was more important to get the feature out quickly with the simplest possible approach to replace a poorly implemented feature. Daniel's opinion was that there were key elements missing in my initial implementation that were significant usability concerns. His position and reasoning were solid and he was standing up for end users and he convinced me his approach was best. End users were happy with the feature update and specifically called out his elements in the design as key parts of the update.
I was not only one of the developers at Dash; I was also one of the founding investors. If I were to start a new, small software company, Daniel would be the first designer I would try to hire. I highly recommend him.
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I worked with Daniel Sebree for 8 years at Dash where we built sports facility management software. In my 11 years at Dash and 24 years at Microsoft, Daniel is the best all-around designer with whom I've worked. He's not only an excellent designer, he also did some general development work for us at Dash as well. While his detailed designs, broad knowledge of HTML, CSS and JavaScript were valuable, the real value to our small team was his willingness to wear multiple hats and share knowledge to better educate the entire development team on all things design related.
In addition, Daniel really embraced what I think of as our team's motto, "strong opinions, loosely held." What I mean by that is Daniel would never hesitate to express his opinions, but he was always willing to listen to alternative ideas or to understand that maybe certain design elements we not practical for various reasons. It made working with Daniel a joy every single day we interacted. We were generally of the same opinion, but when we were not of same opinion, we always arrived at what I felt like was an excellent solution that was better for our being able to debate the issues productively.
One recent example was for a feature where we were updating our method to generate our contracts in HTML and PDF formats. My initial implementation of his design had some changes to some elements. I felt that it was more important to get the feature out quickly with the simplest possible approach to replace a poorly implemented feature. Daniel's opinion was that there were key elements missing in my initial implementation that were significant usability concerns. His position and reasoning were solid and he was standing up for end users and he convinced me his approach was best. End users were happy with the feature update and specifically called out his elements in the design as key parts of the update.
I was not only one of the developers at Dash; I was also one of the founding investors. If I were to start a new, small software company, Daniel would be the first designer I would try to hire. I highly recommend him.