Biosynthesis
A complex operational platform for managing customers, service areas, routes, and waste management operations.
Natalia Shkuta
CDO at Influ2
A connected CRM designed to make complex waste management operations easier to manage.
The platform brings customer information, service areas, operational data, and administrative workflows into one system.
I redesigned core CRM experiences around the way waste management teams actually organize their operations, from managing service territories and locations to working with the data behind them.
Challenge
How do you make complex operational data easy to understand and manage?
Waste management operations depend on large amounts of connected geographic and administrative data. Teams need to understand service areas, locations, routes, customers, and operational relationships without losing context.
The existing product made these workflows difficult to navigate and maintain, especially as the amount of operational data continued to grow.
Solution
I redesigned the CRM around clearer operational workflows and better ways to work with geographic data.
A major part of the work focused on creating and managing operational polygons, giving teams a clearer way to define and maintain service areas directly within the product.
I also redesigned the surrounding administration experience, improving how teams navigate, edit, and understand the relationships between locations, customers, services, and operational data.
Result
A clearer operational foundation for managing complex geographic and administrative data.
The redesigned experience made complex operational information easier to understand and manage, while giving teams more direct control over the data behind their day-to-day operations.
The new workflows also created a more scalable foundation for expanding the platform as operational requirements grow.
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