ypf — Product Designer

Redesign of YPF's commercial CRM to simplify ordering and fuel management.

YPF's commercial CRM allows for the management of fuel resources and suppliers in Argentina. The project focused on streamlining processes through improvements in information architecture, navigation, and interface design.

Role

Product Designer (UX/UI)

Company

YPF

Year

2021-2022

platforms

Figma

COMPLETE PROJECT

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My role

I worked as a freelance Product Designer on the UX/UI redesign of YPF's commercial fuel CRM, from evaluating the existing experience to designing interfaces and prototypes.

My work included reorganizing the information architecture, reviewing navigation, and optimizing order flows and access to documentation.

Design decisions focused on simplifying daily tasks and maintaining a consistent visual language across the platform.

The challenge

The interface presented organization and navigation issues that hindered user journeys and the understanding of available actions. Some flows were unintuitive, and existing automations needed review.

The challenge was to transform that complexity into a clearer experience: facilitating order management, improving access to information, and guiding the user through every step of the process.

Simpler management, a clearer experience

I reorganized the content and redesigned the key flows so that each stage of the order had an understandable sequence, from shipping definition to confirmation.

I complemented these journeys with a visually consistent interface, order statuses, and confirmation and download messages that helped the user understand what was happening and how to continue.

How I approached it

Analysis of the product and its flows

The first step was to understand the logic of the platform: how campaigns were configured, how content was managed, what information users needed, and where the main frictions appeared. We analyzed existing screens, user journeys, and patterns to detect inconsistencies, duplications, and opportunities for improvement.

This work made it possible to identify which parts of the product needed more clarity, which actions should be prioritized, and what structure could best sustain the platform's growth.

Information architecture redefinition

We worked on a new organization of content, modules, and pathways to facilitate navigation within the product.

The focus was on simplifying access to key information, reducing cognitive load, and streamlining complex processes without eliminating the functional depth that a B2B platform required.

The architecture needed to help users understand where they were, what they could do, and what decisions they needed to make at any given moment.

User flow design

We defined and reviewed the key user flows to represent main tasks within the platform.

These helped connect user needs, business rules, and technical structure, facilitating clearer conversations with product and development. The goal was for each user journey to have a more direct, consistent, and easy-to-maintain logic in future iterations.

UX/UI redesign of version 5

Based on the defined architecture and flows, we work on the visual and interactive evolution of the platform.

We design interface proposals aimed at improving information hierarchy, readability, consistency between modules, and efficiency in frequent tasks.

Creating a scalable Design System

One of the main focuses was to create a common design foundation to organize the interface and accelerate future product evolutions.

The system included reusable components, interaction patterns, visual criteria, and a structure designed to improve collaboration between design and development.

Prototyping and decision making

The prototypes made it possible to explore solutions, review behaviors, and facilitate decision-making before moving towards implementation.

They also functioned as a communication tool with stakeholders, product, and development, reducing ambiguities and helping to validate the design direction.

How I approached it

01 · Experience Assessment

Analysis of the existing interface and user journeys to identify organization, navigation, and usability issues.

Information Architecture

Reorganization of content and actions to facilitate access to the main CRM features.

Redesign of key flows

Streamlining the ordering process, from defining shipping and selecting products to final confirmation.

Prototypes and system states

Prototyping user journeys and incorporating statuses and messages to communicate order progress and document downloads.

How I approached it

Leadership responsibilities

Interface evaluation and usability issue detection.
Reorganization of information architecture and navigation.
Redesign of ordering flows and access to documentation.
Interface design with consistent visual criteria.
Prototyping of user journeys, states, and system messages.

Impact

Clearer orders

An organized journey from shipment definition to order confirmation.

Three of Clubs

Simplified navigation

Content and actions reorganized to make everyday tasks easier.

☺︎

Visual consistency

A consistent interface language across forms, buttons, and summaries.

❖

Greater status clarity

Messages and confirmations to track the progress of orders and downloads.

Learning

This project reinforced the importance of approaching enterprise products from the tasks that people need to resolve every day.

Simplifying a CRM requires working on the structure of the information, the sequence of actions, and the way the system communicates what is happening.

At YPF, the redesign connected these decisions to bring clarity to management journeys and maintain a consistent experience across screens.

Do you need to simplify a complex management tool?

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