Designing a customer-facing advisory tool and internal workflow systems for a complex environment.
Role
Product Designer
Scope
End-to-End
Deliverables
3 interconnected products
Domain
B2B-B2C Industrial
To simplify a content-heavy website and help customers navigate complex technical specifications, I designed a comprehensive digital ecosystem for a global machinery manufacturer.
Working as the sole designer with limited initial stakeholder access, I reverse-engineered complex product logic to create a multi-layered experience. This solution linked customer-facing advisory, internal marketing workflows, and production tracking. The result was a validated system architecture that streamlined demand qualification and aligned cross-functional teams for efficient delivery
Executive Summary
Guided consultation flow with progressive questions, conditional logic, and intelligent escalation paths to human experts.
Structured customer input reception, lead readiness tracking, and prioritized follow-up workflows for marketing teams.
Customer request integration with production workflows, status visibility, and cross-team readiness alignment.
CONTEXT
The company manufactures highly specialized heavy machinery with strict technical constraints. Their existing sales process relied heavily on manual consultation and static documentation, making it difficult for customers to navigate complex requirements independently.
Problem
Technical Archive, Not Decision Tool
The website functioned as a technical library rather than a guide. This lack of structured discovery created significant friction, leading to high inquiry overhead for sales teams and a high volume of misqualified leads.
Goal
Scalable Self-Service & Process Alignment
Customer-facing: Design an intuitive, self-service consultation flow that translates industrial complexity into guided requirements.
Operational: Streamline the internal data flow to reduce manual intervention and ensure accuracy from initial inquiry to the production floor.
RESEARCH & DISCOVERY
With limited stakeholder access, I leveraged artifact-based discovery and system-led research to reverse-engineer complex technical logic. This ensured design decisions were grounded in engineering reality and manufacturing constraints.
Service Journey Mapping
Mapped the current-state journey from inquiry to production, uncovering friction points and information loss between departments.
Pattern Research
Analyzed configuration models in high-complexity B2B industries to inform my approach to progressive disclosure and guided decision-making.
Content & System Audit
Performed a deep dive into technical data sheets and site architecture to map 'if-then' dependencies. This audit became the foundation of the advisory logic.
Internal Alignment
Despite zero prior domain knowledge, the discovery phase created a shared understanding of product logic, dependencies, and cross-team handoffs. The audits and journey maps became reference artifacts for stakeholder alignment and enabled more structured discussions around feasibility, scope, and future investment.
The Outcome
Established a validated understanding of the system logic, which directly informed the multi-layered design of the customer tool, marketing workflow, and production tracker.
DESIGN STRATEGY
With limited upfront inputs, I defined a structured design strategy focused on reducing cognitive load while preserving technical accuracy. I prioritized information architecture and decision logic first, then translated this structure into scalable UI patterns.
Reverse-engineered constraints through documentation audits and logic mapping.
Used logic flows as a common language with sales and engineering teams.
Validated decision clarity through focused stakeholder feedback in later stages.
Solution Overview
The resulting ecosystem consists of three interconnected interfaces designed to streamline the journey from initial customer inquiry to final production.
A guided consultation flow that transforms complex product selection into an intuitive, step-by-step experience.
Customer Decision Flow
Empowers marketing teams to receive structured customer input, track lead readiness, and prioritize follow-ups effectively.
Marketing Workflow
Connects customer requests directly to production workflows, providing status visibility and ensuring readiness alignment.
Production Integration
Advisory system & self-service
Lead management & qualification
Workflow & status tracking
VALIDATION & OUTCOME
While commercial constraints prevented full production deployment, the project delivered significant value through validated design systems, stakeholder alignment, and strategic frameworks that demonstrated enterprise-level UX thinking.
Received strong positive feedback from cross-functional teams on system architecture and user experience design.
Recognized for ability to navigate ambiguity and deliver comprehensive solutions with minimal guidance.
Established design patterns and system architecture that could inform future digital transformation initiatives.
STRATEGIC IMPACT
End-to-End Ownership
Demonstrated ability to own entire design process from ambiguous brief to comprehensive system design without hand-holding.
Multi-Layer Experience Design
Designed cohesive experiences spanning external customers and internal teams, understanding organizational dynamics.
Systems Thinking
Moved beyond interface design to architect connected systems that drive operational efficiency and business outcomes.
Domain Complexity Navigation
Successfully immersed in complex B2B industrial domain, translating technical requirements into user-centered solutions.
PROJECT REFLECTION
This project required me to become not just a designer, but a domain expert, systems architect, and strategic partner—all while building trust and alignment across a complex organization.
Additional screens are available via screen sharing due to confidentiality constraints. Happy to walk you through them.
