Routing Enhancements
- UI/UX DESIGN
- WIREFRAMING
- PROTOTYPING
- USER INTERVIEWS
- CUSTOMER JOURNEY MAP
Overview
As the UX Lead and sole designer, I led a human-centered redesign of the Routing experience in the SPOTIO app. Using the Design Thinking methodology, I tackled user pain points, redefined the problem, and developed innovative solutions through an iterative and research-driven approach.
Design Thinking Process
1. Empathize – Understanding Users’ Needs
To deeply understand the challenges users faced with SPOTIO’s Routing feature, I conducted user research through:
User interviews & surveys – Engaging with sales reps to uncover frustrations and workflow inefficiencies.
Observation & shadowing – Watching users navigate the app in real-world scenarios to identify bottlenecks.
Persona development – Creating user personas to represent key pain points and goals.
Key Insights
Users struggled with inefficient route planning, leading to wasted time.
The interface lacked intuitive controls for adjusting routes dynamically.
Users needed better integration between their schedule and route optimization.
2. Define – Framing the Problem
Synthesizing research insights, I articulated the core problem statement:
“Sales reps need an intuitive, efficient way to plan and adjust their routes in SPOTIO to maximize productivity and reduce travel inefficiencies.”
To ensure a user-centered approach, I mapped the user journey, highlighting pain points across different touchpoints, from route setup to real-time adjustments.
3. Ideate – Exploring Solutions
With a well-defined problem, I facilitated brainstorming sessions to generate solutions:
“How Might We” questions guided ideation:
How might we make route planning more dynamic?
How might we minimize manual adjustments for users?
Wireframing and sketching – Rapidly visualizing ideas for a more seamless Routing experience.
Feature prioritization – Identifying high-impact enhancements such as drag-and-drop route adjustments and AI-powered optimization.
4. Prototype – Bringing Ideas to Life
I developed low-fidelity prototypes to quickly test ideas and refine the user flow. Key prototypes included:
Interactive route customization – Drag-and-drop stops for real-time adjustments.
Smart suggestions – AI-driven recommendations for optimized routes.
Calendar integration – Syncing appointments with routes for better scheduling.
Through iterative prototyping, I tested these concepts with users and gathered feedback to refine interactions.
5. Test – Validating Solutions
To ensure usability and effectiveness, I conducted usability testing with sales reps:
A/B Testing – Comparing the new routing experience against the old version.
Task completion rates – Measuring how quickly users could plan and modify routes.
User feedback loops – Refining the interface based on direct user input.
Key Outcomes
✔ 50% reduction in time spent on route planning.
✔ Increased user satisfaction with intuitive drag-and-drop interactions.
✔ Enhanced productivity with seamless calendar integration.
Final Thoughts & Impact
This project transformed SPOTIO’s Routing experience into a fast, flexible, and user-friendly feature. By leveraging Design Thinking, I ensured the solution was deeply aligned with user needs, ultimately driving efficiency and satisfaction.