STEAMEE:Data-Driven Operations & Marketing Analytics
Modernizing the Ironing Industry
Steamee is an emerging, tech-enabled D2C ironing and garment care ecosystem. Operating across a network of 19 retail stores and localized ironing workshops, Steamee manages last-mile pickups and deliveries using their proprietary mobile application, WhatsApp channels, and call centers. Their mission is to modernize and structure the highly unorganized ironing industry through standardized workflows, doorstep convenience, and a scalable, franchise-friendly operational model.
Data and Operational Gaps
With thousands of recurring customers and dynamic daily order streams, Steamee faced major operational and analytical challenges:
Unified BI & Marketing Blueprint
We designed and delivered an enterprise-grade analytics specification blueprint and integration mapping to resolve data clutter and establish a robust, role-based decision command center.
Unified Specification Sheets (13 Tabs)
We structured a clean, page-by-page frontend UI spec detailing all 11 core dashboards. Every visual element, headline card, and grid is mapped with its Target Role, Available Filters, and Suggested Visualization.
MoEngage Event Schema
We mapped a comprehensive custom user event schema covering the 4 lifecycle stages: Acquisition, Activation, Retention, and Referrals. We also standardized custom user profile attributes to create dynamic segments.
Dual-Architecture Strategy
We provided two parallel implementation pathways: (1) Portal + MoEngage for custom in-house dashboard screens, and (2) Metabase + MoEngage for fast SQL-based panels on top of the Postgres database.
API Gap Analysis & Reconciliations
We audited 130+ metric requests and mapped them to database fields. We consolidated 8 groups of duplicate metrics into single definitions, and identified the exact 7 backend APIs needed to plug operational data gaps.
Results & Impact
- Consolidated all duplicate views (sales, AOV, active segments) into single canonical definitions locked in the database.
- Identified and flagged 4 major portal bugs and 4 critical data gaps before dashboard construction began.
- Mapped and categorized all deliverables into P0, P1, and P2 priorities, enabling faster rollout.
- Reconciled customer lifecycle recency windows with MoEngage triggers, enabling automated push campaigns for dormant users.
"The analytics blueprint and MoEngage integration specs were exactly what our engineering and marketing teams needed. It resolved our duplicate metrics, gave us a clear division of work... and saved us months of development planning."
Bridging the Data Gap
The Steamee data project succeeds because it bridges the communication gap between business goals and technical execution. By delivering a highly structured, role-based UI blueprint and exact SQL formulas before any coding began, we eliminated the developer guesswork that typically results in broken filters and incorrect aggregations. Furthermore, by mapping MoEngage events alongside internal database queries, we provided an integrated operational and marketing system.