Overview
ProABD is a comprehensive customer relations management (CRM) software for auto transport brokers. At the heart of this system is the Orders Detail page, where brokers spend time tracking and managing shipments. This redesign project was an opportunity to not only improve usability but reimagine how information architecture, visual clarity, and thoughtful interaction design could elevate day-to-day operations. My approach centered around creating a more human, navigable, and responsive experience—one that meets the fast-paced demands of brokers while reducing cognitive load.
Research
System Audit
Consulting on this project required a deep understanding of ProABD’s existing CRM system. To build this foundation, I conducted a comprehensive audit of all screens, features, and user flows. This process allowed me to gain clarity on the product’s information architecture while identifying usability issues, redundancies, and opportunities for improvement across the platform.
Benchmarking
In parallel with the system audit, I conducted a competitive benchmarking analysis to evaluate how ProABD’s CRM compared to other industry-standard platforms. This helped identify best practices in user experience, visual design, and functionality—particularly around lead management, reporting, and dashboard usability. Benchmarking provided valuable insight into where the product stood in the market and helped inform design decisions to ensure the updated experience feels both modern and competitive.
Log Rocket Sessions
As part of the discovery phase, I reviewed user session recordings through LogRocket to observe real interactions within the live CRM environment. This provided unfiltered insight into how users navigated the system, where they encountered friction, and which features were commonly used—or avoided. These recordings surfaced usability pain points and helped identify frequent user behavioral patterns.
Personas
To ensure the redesign addressed real user needs, I developed user personas based on stakeholder interviews, internal feedback, and existing user behavior patterns. These personas helped distill key goals, pain points, and usage contexts for different user types. Referencing these personas throughout the design process ensured that decisions remained grounded in the needs of actual users, not assumptions.
Explorations
Sketches
Wireframes
High Fidelity Mockups
Final Designs
Key Changes
Aligned Navigation with System-Wide Redesign
Updated the navigation structure and visual styling to stay consistent with ProABD’s evolving design language, improving overall cohesion and user familiarity.
Updated the navigation structure and visual styling to stay consistent with ProABD’s evolving design language, improving overall cohesion and user familiarity.
Enhanced Visual Clarity & Information Hierarchy
Reorganized layout elements to surface the most relevant data first, reduce cognitive load, and support faster decision-making.
Reorganized layout elements to surface the most relevant data first, reduce cognitive load, and support faster decision-making.
Introduced Note Archiving Functionality
Added the ability to archive internal notes, helping brokers manage clutter and retain only the most relevant communication history for each order.
Added the ability to archive internal notes, helping brokers manage clutter and retain only the most relevant communication history for each order.
