Dream - Generative AI artwork

Dream - Generative AI artwork

Pioneering viral generative AI artwork

Pioneering viral generative AI artwork

Pioneering viral generative AI artwork

Pioneering viral generative AI artwork

Designing new, fun ways to create with AI.

Designing new, fun ways to create with AI.

Overview

In the fall of 2021, Dream was first released and found its place as one of the most widely used AI image generation products on the market. Dream precedes Stable Diffusion, Midjourney, and DALL-E by over six months.

I joined as the first in-house product designer, working closely with other designers at the earlier stages of Dream and for a period as the sole designer. I led the design of Dream until its recent positioning as a consumer tool. This case study is being updated. Reach out for additional details!

Timeline

2021 - 2024

Team

Daybreak Studios, Natalie Almosa, Engineering

Natalie Almosa,

Daybreak Studios, Engineering

Contributions

Product Design, Visual Design, Interaction Design, Strategy

On the App Store

#1 in Top 10 Apps

#1 in Graphics & Design

On Google Play

#1 in Top 10 Apps

App of the Year 2022

Achievements

100M+ Downloads

100K DAUs

Creating AI art for the first time

Creating AI art for the first time

Imagine the wonder and possibilities as you enter any text and instantly see your vision.

Imagine the wonder and possibilities as you enter any text and instantly see your vision.

Dream allows you to quickly enter a prompt, add in a style and input image (reference image) and outputs up to 4 generated images.

Social content and casual content creation is dominated by mobile platforms as it allows for quick consumption and experimentation of different outputs. Knowing this, we've designed it for that pace and flexibility with key themes around prompting, output variations, editing tools and publish.

Dream on responsive web

Dream on responsive web

Previously, Dream also existed as a web app. To concentrate our efforts, we focused our platform to native mobile experiences.

Previously, Dream also existed as a web app. To concentrate our efforts, we focused our platform to native mobile experiences.

Previously, Dream also existed as a web app. To concentrate our efforts, we focused our platform to native mobile experiences.

A conceptual design of a Dream studio tool - focused on higher quality artwork creation with granular control.

Evolution of Dream

Evolution of Dream

Dream started as a simple MVP, and is now undergoing a significant update towards an intuitive creation tool.

Dream started as a simple MVP, and is now undergoing a significant update towards an intuitive creation tool.

Dream started as a simple MVP, and is now undergoing a significant update towards an intuitive creation tool.

Over time, we’ve pivoted our focus between social features, experimental applications of AI and lots of exploratory work. Now we’re shifting our intent towards a lightweight but powerful, flexible AI creation tool. Reach out for details.

Shipped features + pages

Shipped features + pages

Working in a small team, we were able to ship and explore many features across creation, consumption, growth and more.

Working in a small team, we were able to ship and explore many features across creation, consumption, growth and more.

Working in a small team, we were able to ship and explore many features across creation, consumption, growth and more.

Assisted prompt engineering

Assisted prompt engineering

Input images + influence

Input images + influence

Real-time canvas

Real-time canvas

Avatars

Avatars

Onboarding

Onboarding

Monetization & subscription

Monetization & subscription

Multiple outputs

Multiple outputs

Aspect ratios

Aspect ratios

Social feed

Social feed

Search & explore

Search & explore

Notifications

Notifications

Listing page

Listing page

Web app (sunsetted)

Web app (sunsetted)

Marketing websites

Marketing websites

Design system (web app)

Design system (web app)

Assets, decks, prototypes etc.

Assets, decks, prototypes etc.

Exploratory work

Exploratory work

I spent a good chunk of time on exploratory work for what Dream could be. Here’s a glimpse into some ideas & concepts.

I spent a good chunk of time on exploratory work for what Dream could be. Here’s a glimpse into some ideas & concepts.

I spent a good chunk of time on exploratory work for what Dream could be. Here’s a glimpse into some ideas & concepts.

A creation flow focused on a dynamic canvas with an overlay input sheet for quick changes and edits.

A creation flow focused on a dynamic canvas with an overlay input sheet for quick changes and edits.

Explorations surrounding different input entry points and chat interactions.

Conceptual explorations of multi-modality generation.

Reflections

Reflections

Building and creating new consumer products within an ambiguous, changing domain alongside a small, motivated team has taught me a lot about experimenting quickly, trade-offs and voicing my thoughts + questions.

I would love to share more about my experiences and learnings!

Building and creating new consumer products within an ambiguous, changing domain alongside a small, motivated team has taught me a lot about experimenting quickly, trade-offs and voicing my thoughts + questions.

I would love to share more about my experiences and learnings!