Molina
Custom Software Design for Equipment Pros
UI/UX • Product Design • Internal Software • B2B
- Worked With
- My Role
- UX/UI Design
- Dashboard planning
- Workflow structure
- Interface layout
- Visual clarity for operational tasks
Designed a custom software platform for Equipment Pros, a heavy equipment sales and rental company, while working at Studio Media Agency. The system was created to improve internal operations by organizing workflows, simplifying daily tasks, and providing a clearer, more efficient digital experience for managing a fast-paced machinery business.
Equipment Pros, a company specializing in the sale and rental of heavy machinery such as excavators, dump trucks, and construction equipment, needed a more efficient way to manage customer activity, product inquiries, rentals, and sales opportunities within a growing business environment.
As operations expanded, handling leads, customer requests, equipment availability, and follow-up processes through disconnected tools created unnecessary complexity. Sales opportunities were harder to track, rental requests required more manual coordination, and customer information lacked the centralized structure needed for consistent relationship management.
Because the business operated similarly to an online storefront for heavy machinery—while also managing rentals—it needed a platform that could support both commerce and customer relationships. The challenge was to create a system that improved internal control while remaining practical to develop and scalable over time.
My approach focused on designing a platform that combined the accessibility of an online catalog with the control and organization of a CRM system.
I began by identifying the key needs of both the business and its users: clear product browsing, efficient inquiry management, stronger visibility into sales opportunities, rental tracking, and organized customer data. The experience needed to feel intuitive for internal teams while maintaining a professional front-facing presentation.
Throughout the project, I worked closely with the development team to ensure that design decisions were not only user-centered, but also technically realistic and efficient to implement. This collaborative process helped align interface structure, workflows, and functionality from concept through execution.
The result was a product strategy centered around usability, speed, clarity, and long-term scalability.
The final result was a custom digital platform tailored to Equipment Pros, functioning as both an online heavy machinery storefront and a customer management system.
Customers could explore available equipment in a clear and professional environment, while the internal team gained stronger control over inquiries, sales activity, rental opportunities, and follow-up processes. Product visibility and customer interactions were centralized into one organized system, improving day-to-day efficiency across the business.
Through close collaboration between design and development, the platform was successfully transformed from concept into a functional business tool built around the company’s real operational needs.
