Without understanding what's broken and why, design is just the aesthetic layer — UI without the UX. Something that looks polished but isn't solving anything real. User research, behavioural insights, pattern-finding — that's where it starts.
Good design either disappears completely or stops you in your tracks. Neither happens by accident. It takes thinking through every state, every edge case, every transition. The craft is in what was considered, not what's visible.
Launch thoughtfully, iterate with insights. Track what users do, where they drop off, what they skip — and use it to identify changes that make the product a better version of itself. Not just adding to the backlog, but building the right thing next.
Usage data showed users refilling without the app. Discovery revealed B2B buyer split — the payer and the user were rarely the same person.
Shifted focus from app engagement to the machine itself. The opportunity was in distilling the point of action, not on another screen.
Simplified refill flow. Designed for free and paid models without comprimising either. On-machine impact replaced app-based gamification.
A rebrand became the opportunity to unify the Refiller UI, app, and brand touchpoints into a coherent system ready for commercial rollout.
Mapped where the feature intersected with the existing delivery flow — to reconfigure current driver actions rather than add new ones.
Explored job-level and route-level approaches. Prototyped both with drivers and internal teams to understand real-world constraints and comfort.
Landed on two connected features: ETA request and On My Way. Designed to feel like a natural part of the existing workflow, not an extra action.
Built a Looker report pre-launch to track response rates, ETA accuracy, and message volume. Follow-up survey to guage sentiment and any frustrations.
"Kate's design work is elegant, professional, and he UX is so well planned out. I love that I can scribble on a whiteboard and she can bring my vision to life."
"Working with Kate was genuinely enriching from a product perspective. She's a strong, thoughtful collaborator who communicates her ideas clearly and isn't afraid to challenge assumptions in the room when it leads to better outcomes.
