
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:
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Led ideation workshops with stakeholders and users.
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Guided prototype testing and user validation at key milestones.
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Collaborated with developers to ensure technical feasibility of route optimization, PoS analytics, and real-time data updates.
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Oversaw UI/UX iterations from first concept to final deployment in multiple versions (Andromeda and Bellatrix).

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.



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.
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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:
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Traffic-Light PoS Indicators for quick performance checks.
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Clickable PoS Data with top-selling items, stock details, etc.
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Basic Reporting (PDF exports, shareable dashboards).
Outcome: Deployed internally, offering quicker responses to sales trends.


Maptiq v2 "Bellatrix"
MVP Testing & Iteration: Incorporated additional feedback from real-world use of Andromeda.
Major Enhancements:
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Neumorphic interface for a more modern look.
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Weekly sales graph comparisons and advanced filters.
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Enhanced PoS info accommodating broader metrics.
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Result: A “game-changer” for route admins and managers, sparking global interest in scalability.



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.

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.