Modernization of OptimoRoute's User Experience
OptimoRoute is a cloud-based software that helps companies optimize routes and schedules for drivers.
As Lead Designer, I brought a design-first mindset to an engineering-driven culture, mentoring designers, shaping brand image, and leading product features to market success. One of my key contributions was modernizing the OptimoRoute web app - translating user feedback into improved usability while ensuring a smooth transition for existing users.
INDUSTRY
Route Optimization
SERVICES
Product design, Strategy, Team management
YEAR
2020-2022
User needs
User feedback consistently highlighted issues with the interface:
It's a bit dated in how it works, could use a bit of a refresh to be a bit more intuitive.
The user interface isn't great as in its not easy to find things on the screen
There is almost too much information. Sometimes the UI could be a little more intuitive.
Challenges
Designing for OptimoRoute was a complex, technical journey. One major challenge was leading the UI modernization which was an unforgiving process where we had to ensure existing users embraced the change without impacting revenue.
Ensuring no revenue loss during transition
Maintaining or improving performance metrics
Balancing technical constraints with user experience needs
Convincing stakeholders of the value of design changes in an engineering-first company
Data-driven decision making
Working with our Data Scientist and Engineers, we set up A/B test and established metrics to track user behavior in old vs. new UI which helped us in rolling the new design to all users:
Longer sessions
Users explored the web app more with longer sessions in the new UI
Conversion improvements
Users found the billing page and clicked on purchase buttons more frequently
Better feature discovery
Higher visibility of key features like Analytics and Dispatch panels
ADDITIONAL RESOURCES
Test report for Purchase plan vs. Explore plans CTA
Presentation deck for Import flow experiments
User Feedback
The redesign received overwhelmingly positive feedback with an interesting discovery. Previously overlooked features like the support button and copy/paste functionality became more visible and utilized in the new design.
I just wanted to give you some great feedback on the new Optimo. It looks much more sleek and also appears to move faster with minimal errors or execution failures.
The best new option for me is the ability to copy and paste an address into the import function. This will save so much time and eliminates the need to create an Excel Spreadsheet for say just a handful of service orders that need to be added into someone's routing.
I like the new UI it is much refreshed and doesn't look like a win 95 anymore. I never minded it as I was looking for functionality but this is much smoother.
For the uploads I like the drag and drop a lot, I do not think you had this before. The next steps are nice too as well.
The new UI looks great. Much softer, smoother and more responsive. The older version was very old school dialog boxy, and this version did a good job to smooth out the edges.
Additional Accomplishments
Beyond the UI modernization, I also led the design of several key features:
Proof of delivery
Customer feedback (NPS) implementation
Branded emails system
Onboarding guide
Import flow redesign
Grouping orders
Conditional forms
Help center + changelog
These initiatives contributed to a more cohesive product experience while establishing a sustainable design system that could evolve with the company's needs.
Ana, whenever I hear “modernize”, your face pops up, so glad that you’ve made such an impact while you were here! So many other memories to share, like all the excitement and laughter for the picture-taking for our Series A photoshoot.. and all the artistic drawings in our offices.
Thank you for your work, knowledge and time and wish you the best.
Marin Šarić, CEO @OptimoRoute
Your work at OptimoRoute made me realize how super important it is to have a skilled designer on the team - someone who can make a huge difference with just a few brushstrokes.
Maja Ristic Beranek, Implementation Consultant @OptimoRoute
With your departure, the team is losing a key member. Looking at the… vintage screenshots of what the product used to be, you brought OptimoRoute a long way forward in branding, marketing material, the design system, the custom illustrations! You should be proud!! I can only appreciate the wealth of work that you accomplished.
Karine Tonson La Tour, UX Designer