Transforming Operational Complexity into Scalable Workflows
Redesigning a fragmented enterprise platform used for high-stakes fleet intelligence and operational decision-making across global logistics workflows.
Ecosystem
Fleet operators
Monitor fleet activity and tracks fleet performance.
Drivers
Operate vehicles, ensures safe driving practices.
Service team
Handles servicing, repairs, and take preventive actions.
Finance Team
Overall fleet budgeting like expenses, payments.
Compliance Team
Manages documents, permits, and compliance.
Monitor fleet activity
Investigate anomalies
Trip planning
Reports - Analyze operational patterns
Impact
Efficiency improved by
Rollout strategy
Phased
Total vehicles
Release
Global
Role & responsibilities
Industry
Digital Twin
Company
NDA
Duration
12 Months
My role
Lead UI/UX Designer (Strategy, Research setup, Design system, Execution)
Why Revamp?
At first glance, the project appeared to be a straightforward UI refresh. However, as we dug deeper, we uncovered fundamental scalability issues. Over time, many features had been custom-built for individual clients, resulting in a fragmented experience where a large amount of information and functionality was crammed onto a single page.
Custom tailored features
Inconsistent UI/UX
Global considerations
Ready for western users
UX Audit
Using Jakob Nielsen’s usability heuristics to identify systemic usability failures.
01.
Visibility of system status
Page lacks current status. leads to confusion that is it outdated or Live?
02.
Match between system and real world
Top navigation sequence is random, Instead they can group based on real workflows.
03.
User control and freedom
User can't tag vehicles based on their real life status. Neither an option to pin vehicles they are interested in.
04.
Consistency and standards
UI was designed in pieces leading to Inconsistency in icons, text, colours, spacing and grid resulting into poor UX.
05.
Error prevention
Touch targets were not followed resulting in to a high chance of clicking wrong vehicle. Neither there were options to undo the user actions.
06.
Recognition rather than recall
As navigation items were spread out resulting in to recall burden and also creating challenge in scaling the product.
07.
Flexibility and efficiency of use
This is an enterprise tool used daily for operational tasks. Introducing keyboard shortcuts, multi-select, bulk actions will improve efficiency
08.
Aesthetic and minimalist design
Currently design follows maximalism and had used too many simultaneous and visual elements
09.
Help users recognize, diagnose, recover from errors
There are explanations of status but hidden away in the UI making it difficult to find.
10.
Help and documentation
There are no documentation for the user to refer and no on-boarding tutorial resulting in to user have to figure our by themselves.
Over time, the platform evolved through fragmented feature additions, client-specific customizations, and disconnected workflows. As complexity increased, usability and scalability rapidly deteriorated.
Key Problems
Siloed modules & disconnected workflows
Repetitive navigation
Fragmented data visibility
Accessibility violations
Resulting
Repeated filtering actions
Broken investigative journeys
Disconnected data relationships
Manually memorize data
No option to custom data export
Inconsistent UI/UX designs
This significantly increased cognitive load and slowed critical workflows
Discovery & organizational alignment
Because the platform was operationally critical, assumptions could not drive redesign decisions. We began by establishing a structured discovery process involving
Internal operational mapping
Once the UX audit was complete, we collaborated with Product Managers, Engineering, Support, and Operations teams to validate our hypotheses, gather cross-functional insights, and align on the root causes before defining solutions.
Customer feedback systems
Once we were internally aligned on the key problem areas, we engaged with customers to validate our understanding. Our goal was to uncover why they used the product, how they perceived its value, which workflows mattered most, and where they felt the product was falling short or missing critical capabilities.
Workflow analysis
To gain a deeper understanding of user workflows, we conducted in-depth sessions with customers from India and US. This helped us identify common patterns, distinguish region-specific needs, and uncover opportunities to create scalable solutions rather than addressing isolated use cases.
GFL - North America
Purple - India
One of the biggest discoveries was that users frequently left the platform to complete operational workflows elsewhere
FMEA and RICE Scoring
We implemented a weighted scoring system to prioritize features and pages, moving away from subjective decisions to a data-backed roadmap.
Defining the transformation strategy
A full “big bang” redesign introduced significant operational risk. Instead, we adopted a phased transformation strategy focused on stabilizing workflows before modernizing the ecosystem.
Phase 01: Stabilize the experience
Goal: Reduce immediate usability pain without disrupting existing workflows.
Dead-end removal
Accessibility guidelines
Improve high-friction flows
Introduced design system
Phase 02: Re-Architect the ecosystem
Goal: Transition the product from fragmented modules into a scalable operational ecosystem. Enabling CRUD & user management
Global Inclusivity
Modular designs for scale
More control to users
Retrospective
Enterprise UX Is often constrained by data architecture and several usability issues originated from fragmented backend structures rather than interface design alone.
Users valued uninterrupted investigative workflows more than isolated interface optimizations.
Organizational alignment must start early which would have accelerated discovery, prioritization, and rollout planning.
Scalable systems require product thinking, Not just UI consistency.
Long-term scalability depended on operational architecture, modular foundations, and ecosystem-level thinking.
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The life of a designer is a life of fight:
fight against the ugliness.
— Massimo Vignelli