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About Maptiq

A major global food company faced a significant challenge: their regional and local managers, along with route administrators, were overwhelmed by large volumes of raw sales and distribution data. They needed a user-friendly platform to analyze sales performance, identify underperforming points of sale (PoS), and optimize delivery routesfor greater efficiency.

Branding & Product Design: Diego Díaz

Project background

Maptiq began just as a general idea of how to interpret the sales and product distribution data of a leading global company in the food industry into a graphic interface so the regional managers could take data driven actions.

 

“Our client regional managers need a way to visualize geolocated selling and distribution data in order to take business decisions”

The challenges

Data overload: Existing reports were overly technical, making it difficult to quickly extract key insights.

Inefficient delivery routes: High operational costs and delays stemmed from route overlaps and a lack of real-time tools.

Limited actionability: Even when issues were identified, the process to address them required switching between multiple systems.

My role

As the Product Designer, my goal was to translate massive data sets into a structured, visual platform that empowered day-to-day decision-makers. I collaborated closely with product owners, data analysts, and end users (regional/local managers and route administrators) to create, refine, and validate Maptiq’s features.

Some of my responsibilities:

  • Led ideation workshops with stakeholders and users.

  • Guided prototype testing and user validation at key milestones.

  • Collaborated with developers to ensure technical feasibility of route optimization, PoS analytics, and real-time data updates.

  • Oversaw UI/UX iterations from first concept to final deployment in multiple versions (Andromeda and Bellatrix).

Data Processing

Design process

The project required a quick iteration methodology to deliver quick releases, so, instead of jumping right to development I used design thinking to create quick prototypes that where quickly validated by stakeholders and test users.

First concept

Objective: Validate the core idea—a geo-based tool that merges sales and route data for clarity.

Outcome: Initial wireframes showing how managers could view PoS performance and route summaries in one place.

Stakeholder workshops

Focus: Identify top priorities—route optimization, sales analytics, and real-time alerts.

Result: Refined feature list aligned with executive expectations and day-to-day user needs.

3 pictures of whiteboard brainstorming
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Screen of first interactive prototype

Dev feedback & first interactive prototype

Collaboration: Checked technical constraints, ensuring data integrations and map-based overlays were feasible.

Prototype: Showed how filtering by region, product, or date would offer immediate insights.

Screenshot of the first user feedback iteration

User feedback (usability testing)

Usability Sessions: Gathered insights on navigation, visual clarity, and alert mechanisms.

Adjustments: Users requested clearer route indicators and stronger alerts for product overlaps.

Maptiq v1 "Andromeda"

Branding: Adopted the official name Maptiq.

Key Features:

  • Traffic-Light PoS Indicators for quick performance checks.

  • Clickable PoS Data with top-selling items, stock details, etc.

  • Basic Reporting (PDF exports, shareable dashboards).

Outcome: Deployed internally, offering quicker responses to sales trends.

Screen from maptiq v1
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Maptiq v2 "Bellatrix"

MVP Testing & Iteration: Incorporated additional feedback from real-world use of Andromeda.

Major Enhancements:

  • Neumorphic interface for a more modern look.

  • Weekly sales graph comparisons and advanced filters.

  • Enhanced PoS info accommodating broader metrics.

Result: A “game-changer” for route admins and managers, sparking global interest in scalability.

Maptiq v2
maptiq ui kit
A little extra process...

Creating a product identity

After the first testing sessions we have the general idea of the product requirements, but there was a common comment from the users: "It looks boring"

So, with that on mind, I started sketching logo ideas, and workshoping to obtain feedback for the branding.

It takes some sessions of brainstorming the decided name was: Maptiq. 

It’s a simple name that include the core functions: “a map” and “intelligence (IQ).

With the name ready, the creative process started. Several iterations where needed to give shape and style to the logo, but finally it was ready.

A fluid "M" shape representing layers on a map, simplicity to use and modern look.

maptiq grid

Outcome & Impact

Operational Efficiency: Route administrators reduced wasted travel time by identifying high-demand areas and real-time delivery needs.

Actionable Insights: Managers could now swiftly spot underperforming PoS, adjust inventory, and respond to market changes without relying on lengthy static reports.

Positive Reception: Each release (Andromeda and Bellatrix) built on user feedback, reinforcing Maptiq’s value and prompting additional feature requests across different regions.

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© 2025 Created by Diego Díaz

Contact

If you have any questions or would like to discuss potential collaborations, please feel free to reach out.

hola@diego-diaz.com

+52 4434 100112

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