Enterprise product
Enterprise product
E-commerce
E-commerce
Caterpillar Inc.
Caterpillar Inc.
UX Design at Cat® Digital through Altorfer Cat, contributing to improvements within Caterpillar’s digital ecosystem, including VisionLink®.
UX Design at Cat® Digital through Altorfer Cat, contributing to improvements within Caterpillar’s digital ecosystem, including VisionLink®.
My focus was on enhancing clarity, reducing friction, and making workflows such as equipment status updates, part reordering, and service scheduling more intuitive for field technicians and equipment managers.
My focus was on enhancing clarity, reducing friction, and making workflows such as equipment status updates, part reordering, and service scheduling more intuitive for field technicians and equipment managers.
I collaborated closely with engineers and product stakeholders to align design decisions with business goals and deliver scalable improvements across Caterpillar’s digital ecosystem.
I collaborated closely with engineers and product stakeholders to align design decisions with business goals and deliver scalable improvements across Caterpillar’s digital ecosystem.
Project overview
Project overview
I contributed to the redesign of Altorfer Cat’s digital platform, part of Caterpillar’s global dealer network. The platform is used by equipment owners, fleet managers, and service teams to order parts, schedule maintenance, and manage their equipment lifecycle.
My role was to simplify complex dealer workflows, optimize navigation, and create a more intuitive interface for customers and service managers. The aim was to reduce friction in critical processes like equipment ordering, parts lookup, and service scheduling — ultimately improving efficiency and customer satisfaction.
By working within Caterpillar’s digital ecosystem, I ensured that the design aligned with enterprise standards while still addressing the unique needs of Altorfer Cat’s clients.
I contributed to the redesign of Altorfer Cat’s digital platform, part of Caterpillar’s global dealer network. The platform is used by equipment owners, fleet managers, and service teams to order parts, schedule maintenance, and manage their equipment lifecycle.
My role was to simplify complex dealer workflows, optimize navigation, and create a more intuitive interface for customers and service managers. The aim was to reduce friction in critical processes like equipment ordering, parts lookup, and service scheduling — ultimately improving efficiency and customer satisfaction.
By working within Caterpillar’s digital ecosystem, I ensured that the design aligned with enterprise standards while still addressing the unique needs of Altorfer Cat’s clients.
Design Challenge
Design Challenge
The main challenge was to redesign the Cat® Parts Store for a diverse audience — from individual equipment owners to global enterprise clients — while maintaining accuracy, scale, and trust in the purchasing process.
We needed to simplify navigation across a catalog of hundreds of thousands of SKUs, reduce cognitive load for users under time pressure, and improve cross-device accessibility. The solution also had to integrate seamlessly with Caterpillar’s backend systems, ensuring orders, availability, and shipment tracking were reliable and consistent worldwide.
The main challenge was to redesign the Cat® Parts Store for a diverse audience — from individual equipment owners to global enterprise clients — while maintaining accuracy, scale, and trust in the purchasing process.
We needed to simplify navigation across a catalog of hundreds of thousands of SKUs, reduce cognitive load for users under time pressure, and improve cross-device accessibility. The solution also had to integrate seamlessly with Caterpillar’s backend systems, ensuring orders, availability, and shipment tracking were reliable and consistent worldwide.
Simplify Search & Filters: Make it easier for users to find the right part among large catalogs.
Simplify Search & Filters: Make it easier for users to find the right part among large catalogs.
Optimize Checkout Flow: Reduce drop-offs by improving clarity and speed in the purchasing process.
Optimize Checkout Flow: Reduce drop-offs by improving clarity and speed in the purchasing process.
Enhance Mobile Experience: Design responsive layouts for technicians who order directly from the field.
Enhance Mobile Experience: Design responsive layouts for technicians who order directly from the field.
Improve Recommendations: Provide intelligent suggestions to reduce errors and support faster decision-making.
Improve Recommendations: Provide intelligent suggestions to reduce errors and support faster decision-making.
Ensure Trust & Consistency: Maintain reliability across global markets with scalable UI patterns.
Ensure Trust & Consistency: Maintain reliability across global markets with scalable UI patterns.
Design System
Design System
To support long-term scalability, we contributed to a shared design system built with Caterpillar’s digital design standards. This included a comprehensive library of components, color tokens, type scales, and layout grids — all optimized for industrial B2B use.
The system ensured visual consistency, engineering efficiency, and faster onboarding for future teams working across VisionLink and other digital tools in the Cat® ecosystem.
To support long-term scalability, we contributed to a shared design system built with Caterpillar’s digital design standards. This included a comprehensive library of components, color tokens, type scales, and layout grids — all optimized for industrial B2B use.
The system ensured visual consistency, engineering efficiency, and faster onboarding for future teams working across VisionLink and other digital tools in the Cat® ecosystem.
Minimum
Logo Size
Minimum
Logo Size
To ensure legibility and brand recognition, the logo must never be displayed smaller than the minimum size.
The height of the logo should never be less than X pixels (for digital) or X mm (for print).
Always maintain clear space around the logo, equal to the height of the “A” in "ALTORFER", to ensure visibility.
This guarantees the logo remains clear, consistent, and recognizable across all mediums.
To ensure legibility and brand recognition, the logo must never be displayed smaller than the minimum size.
The height of the logo should never be less than X pixels (for digital) or X mm (for print).
Always maintain clear space around the logo, equal to the height of the “A” in "ALTORFER", to ensure visibility.
This guarantees the logo remains clear, consistent, and recognizable across all mediums.
1 x
1 x
1 x
1 x
5 x
5 x
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
ALTORFER
The Altorfer Logo
The Altorfer Logo
The Altorfer logo should always appear in its official color variations to maintain brand consistency.
Primary Version: Yellow background with the black CAT® mark.
Secondary Version: White background with the black CAT® mark.
Both versions are acceptable depending on the background and usage context. No other color modifications are allowed.
The Altorfer logo should always appear in its official color variations to maintain brand consistency.
Primary Version: Yellow background with the black CAT® mark.
Secondary Version: White background with the black CAT® mark.
Both versions are acceptable depending on the background and usage context. No other color modifications are allowed.
General
Foundations
Components on Design
ALTORFER
ALTORFER
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Apply Now
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GET THE DETAILS
Add Equipment
General
General
Foundations
Foundations
Components on Design
Components on Design
ALTORFER
ALTORFER
ALTORFER
ALTORFER
Cancel
Cancel
Add
Add
Apply Now
Apply Now
Get Started Now
Get Started Now
GET THE DETAILS
GET THE DETAILS
Add Equipment
Add Equipment
User Persona
User Persona
We developed this user persona by interviewing equipment managers and operators at Altorfer CAT, analyzing their daily workflows, and mapping friction points in existing digital tools. This helped us design solutions with purpose, focusing on what truly matters to the user.
We developed this user persona by interviewing equipment managers and operators at Altorfer CAT, analyzing their daily workflows, and mapping friction points in existing digital tools. This helped us design solutions with purpose, focusing on what truly matters to the user.
Mark Johnson
Demographics
Age: 42 years old
Role: a
Industry: Construction & Heavy Equipment
Location: Illinois, US
Family: Married, 2 kids
Brief story
Mark manages a mixed fleet of heavy equipment for a regional construction company. His day involves coordinating operators, monitoring machine usage, and ensuring projects stay on schedule. He often struggles with outdated tools that slow down decision-making. He needs digital solutions that are intuitive, mobile-friendly, and provide accurate data at a glance — so he can spend less time troubleshooting systems and more time keeping operations running smoothly.
“I need quick, reliable insights into my fleet — downtime costs me money every minute.”
Goals
Track machine health and performance in real time
Reduce unplanned downtime and maintenance costs
Ensure operators follow schedules and safety guidelines
Frustrations
Juggling multiple platforms with inconsistent data
Time wasted manually consolidating machine reports
Pressure from leadership to cut costs while increasing efficiency
Mark Johnson
Mark Johnson
Demographics
Demographics
Age: 42 years old
Age: 42 years old
Role: Equipment Manager
Role: Equipment Manager
Industry: Construction & Heavy Equipment
Industry: Construction & Heavy Equipment
Location: Illinois, US
Location: Illinois, US
Family: Married, 2 kids
Family: Married, 2 kids
Brief story
Brief story
Mark manages a mixed fleet of heavy equipment for a regional construction company. His day involves coordinating operators, monitoring machine usage, and ensuring projects stay on schedule. He often struggles with outdated tools that slow down decision-making. He needs digital solutions that are intuitive, mobile-friendly, and provide accurate data at a glance — so he can spend less time troubleshooting systems and more time keeping operations running smoothly.
Mark manages a mixed fleet of heavy equipment for a regional construction company. His day involves coordinating operators, monitoring machine usage, and ensuring projects stay on schedule. He often struggles with outdated tools that slow down decision-making. He needs digital solutions that are intuitive, mobile-friendly, and provide accurate data at a glance — so he can spend less time troubleshooting systems and more time keeping operations running smoothly.
“I need quick, reliable insights into my fleet — downtime costs me money every minute.”
“I need quick, reliable insights into my fleet — downtime costs me money every minute.”
Goals
Goals
Track machine health and performance in real time
Track machine health and performance in real time
Reduce unplanned downtime and maintenance costs
Reduce unplanned downtime and maintenance costs
Ensure operators follow schedules and safety guidelines
Ensure operators follow schedules and safety guidelines
Frustrations
Frustrations
Juggling multiple platforms with inconsistent data
Juggling multiple platforms with inconsistent data
Time wasted manually consolidating machine reports
Time wasted manually consolidating machine reports
Pressure from leadership to cut costs while increasing efficiency
Pressure from leadership to cut costs while increasing efficiency
User Journey Map
User Journey Map
We created this journey map by observing equipment managers at Altorfer CAT, documenting their end-to-end workflows, and capturing emotions, actions, and challenges across the day. This process helped us uncover friction points, identify opportunities, and design solutions that align with real user needs.
We created this journey map by observing equipment managers at Altorfer CAT, documenting their end-to-end workflows, and capturing emotions, actions, and challenges across the day. This process helped us uncover friction points, identify opportunities, and design solutions that align with real user needs.
FEELINGS AND THOUGHTS
Logs into system
Reviews fleet overview
Checks machine availability
Matches machines to operators
Schedules jobs
Confirms operator readiness
Tracks machine status live
Watches fuel and load data
Responds to alerts
Signs off system
Compiles daily report
Checks task completion
ACTIONS
OPPORTUNITIES
PHASES
Start of Shift
Review Status
Assign Work
Monitor Operations
Handle Issues
End of Shift
Morning summary dashboard
Highlight urgent issues first
Simplified scheduling tools
Real-time mobile tracking
Predictive maintenance alerts
Auto-generated performance reports
Scenario
Mark Johnson, an Equipment Manager, manages his fleet daily to keep machines running, assign tasks, and minimize downtime.
Quick machine insights
Proactive alerts
Easy reporting
Expectation
Mark Johnson
Hope all machines are ready
Focused on scheduling
Reassured when data is stable
Tasks done — tired but satisfied
FEELINGS AND THOUGHTS
FEELINGS AND THOUGHTS
Logs into system
Logs into system
Reviews fleet overview
Reviews fleet overview
Checks machine availability
Checks machine availability
Matches machines to operators
Matches machines to operators
Schedules jobs
Schedules jobs
Confirms operator readiness
Confirms operator readiness
Tracks machine status live
Tracks machine status live
Watches fuel and load data
Watches fuel and load data
Responds to alerts
Responds to alerts
Signs off system
Signs off system
Compiles daily report
Compiles daily report
Checks task completion
Checks task completion
ACTIONS
ACTIONS
OPPORTUNITIES
OPPORTUNITIES
PHASES
PHASES
Start of Shift
Start of Shift
Review Status
Review Status
Assign Work
Assign Work
Monitor Operations
Monitor Operations
Handle Issues
Handle Issues
End of Shift
End of Shift
Morning summary dashboard
Morning summary dashboard
Highlight urgent issues first
Highlight urgent issues first
Simplified scheduling tools
Simplified scheduling tools
Real-time mobile tracking
Real-time mobile tracking
Predictive maintenance alerts
Predictive maintenance alerts
Auto-generated performance reports
Auto-generated performance reports
Scenario
Scenario
Mark Johnson, an Equipment Manager, manages his fleet daily to keep machines running, assign tasks, and minimize downtime.
Mark Johnson, an Equipment Manager, manages his fleet daily to keep machines running, assign tasks, and minimize downtime.
Quick machine insights
Quick machine insights
Proactive alerts
Proactive alerts
Easy reporting
Easy reporting
Expectation
Expectation
Mark Johnson
Mark Johnson
Hope all machines are ready
Hope all machines are ready
Focused on scheduling
Focused on scheduling
Reassured when data is stable
Reassured when data is stable
Tasks done — tired but satisfied
Tasks done — tired but satisfied
Wireframes
Wireframes
To validate ideas quickly, I started with low-fidelity wireframes.
These helped us test navigation flows, information hierarchy, and page layouts without being distracted by visual details.
By iterating fast, I aligned early with stakeholders and ensured that user pain points were addressed before moving into high-fidelity design.
To validate ideas quickly, I started with low-fidelity wireframes.
These helped us test navigation flows, information hierarchy, and page layouts without being distracted by visual details.
By iterating fast, I aligned early with stakeholders and ensured that user pain points were addressed before moving into high-fidelity design.
Low - Fidelity
Wireframe
Low - Fidelity
Wireframe
Low - Fidelity
Wireframe
To quickly explore ideas and layout structures, I created low-fidelity wireframes focusing on the key workflows identified in the journey map.
Allowed rapid iteration without being distracted by visual details
Focused on navigation, information hierarchy, and task efficiency
Helped validate early concepts with stakeholders before moving to high-fidelity
To quickly explore ideas and layout structures, I created low-fidelity wireframes focusing on the key workflows identified in the journey map.
Allowed rapid iteration without being distracted by visual details
Focused on navigation, information hierarchy, and task efficiency
Helped validate early concepts with stakeholders before moving to high-fidelity
To quickly explore ideas and layout structures, I created low-fidelity wireframes focusing on the key workflows identified in the journey map.
Allowed rapid iteration without being distracted by visual details
Focused on navigation, information hierarchy, and task efficiency
Helped validate early concepts with stakeholders before moving to high-fidelity
High-Fidelity Designs
High-Fidelity Designs
After validating the structure with wireframes, I moved into high-fidelity designs to refine visuals, interactions, and branding. These prototypes showcased the real look and feel of the platform, allowing stakeholders to experience the product as end users would. By focusing on typography, spacing, and component consistency, I created a polished system that matched Cat®’s identity and ensured usability at scale.
After validating the structure with wireframes, I moved into high-fidelity designs to refine visuals, interactions, and branding. These prototypes showcased the real look and feel of the platform, allowing stakeholders to experience the product as end users would. By focusing on typography, spacing, and component consistency, I created a polished system that matched Cat®’s identity and ensured usability at scale.
Prototype & Testing
Prototype & Testing
Built an interactive prototype to test real user flows like browsing, filtering, and checkout. Gathered feedback early, identified usability issues, and aligned stakeholders before development.
Built an interactive prototype to test real user flows like browsing, filtering, and checkout. Gathered feedback early, identified usability issues, and aligned stakeholders before development.
Prototype
& Testing
Prototype
& Testing
Prototype
& Testing
Altorfer CAT
Altorfer CAT
Altorfer CAT
I built a clickable high-fidelity prototype in Figma to test real user flows like browsing, filtering, and checkout. This helped us spot usability issues early, gather stakeholder feedback, and clearly communicate the final vision before development.
I built a clickable high-fidelity prototype in Figma to test real user flows like browsing, filtering, and checkout. This helped us spot usability issues early, gather stakeholder feedback, and clearly communicate the final vision before development.
I built a clickable high-fidelity prototype in Figma to test real user flows like browsing, filtering, and checkout. This helped us spot usability issues early, gather stakeholder feedback, and clearly communicate the final vision before development.
Feedback: Turning Insights into Action
Feedback: Turning Insights into Action
The voices of our users and stakeholders played a crucial role in shaping the final design. From parts browsing to checkout, their feedback uncovered pain points that helped us simplify navigation, reduce friction, and improve clarity across the platform.
By actively listening and iterating on this input, we transformed challenges into opportunities — building a system that is not only functional and scalable, but also intuitive and efficient for real-world use.
The voices of our users and stakeholders played a crucial role in shaping the final design. From parts browsing to checkout, their feedback uncovered pain points that helped us simplify navigation, reduce friction, and improve clarity across the platform.
By actively listening and iterating on this input, we transformed challenges into opportunities — building a system that is not only functional and scalable, but also intuitive and efficient for real-world use.
Client Feedback
Client Feedback
Client Feedback
User Feedback That Shaped the Experience
User Feedback That Shaped the Experience
User Feedback That Shaped the Experience
Feedback: Users wanted faster checkout with fewer steps.
Solution: Introduced one-click payment with Apple Pay & Google Pay, reducing checkout time by 40%.
Feedback: Users wanted faster checkout with fewer steps.
Solution: Introduced one-click payment with Apple Pay & Google Pay, reducing checkout time by 40%.
Feedback: Users wanted faster checkout with fewer steps.
Solution: Introduced one-click payment with Apple Pay & Google Pay, reducing checkout time by 40%.
Ethan
Ethan
Ethan
Operator
Operator
Operator
Feedback: Delivery time estimates were inaccurate, causing frustration.
Solution: Enhanced GPS + historical data tracking to give precise ETA predictions.
Feedback: Delivery time estimates were inaccurate, causing frustration.
Solution: Enhanced GPS + historical data tracking to give precise ETA predictions.
Feedback: Delivery time estimates were inaccurate, causing frustration.
Solution: Enhanced GPS + historical data tracking to give precise ETA predictions.
Maya
Maya
Maya
Fleet Manager
Fleet Manager
Fleet Manager
Feedback: Needed an easier way to contact couriers while managing jobs.
Solution: Built an in-app chat & call feature inside order tracking.
Feedback: Needed an easier way to contact couriers while managing jobs.
Solution: Built an in-app chat & call feature inside order tracking.
Feedback: Needed an easier way to contact couriers while managing jobs.
Solution: Built an in-app chat & call feature inside order tracking.
Olivia
Olivia
Olivia
Site Supervisor
Site Supervisor
Site Supervisor
Feedback: Difficult to reorder frequently used parts during shifts.
Solution: Added a “Reorder from History” button for last 3 orders directly on the home screen.
Feedback: Difficult to reorder frequently used parts during shifts.
Solution: Added a “Reorder from History” button for last 3 orders directly on the home screen.
Feedback: Difficult to reorder frequently used parts during shifts.
Solution: Added a “Reorder from History” button for last 3 orders directly on the home screen.
Daniel
Daniel
Daniel
Technician
Technician
Technician
Analytics: Driving Smarter Decisions
Analytics: Driving Smarter Decisions
The analytics dashboard provides a clear view of performance across key metrics. From completed orders to engagement rates, every insight is designed to help teams act with confidence.
Interactive charts reveal trends over time, highlighting peaks in activity and areas where efficiency improved after redesign.
By visualizing data in a simple, actionable format, the platform turns complex numbers into practical guidance — empowering users to track progress, optimize workflows, and make informed business decisions in real time.
The analytics dashboard provides a clear view of performance across key metrics. From completed orders to engagement rates, every insight is designed to help teams act with confidence.
Interactive charts reveal trends over time, highlighting peaks in activity and areas where efficiency improved after redesign.
By visualizing data in a simple, actionable format, the platform turns complex numbers into practical guidance — empowering users to track progress, optimize workflows, and make informed business decisions in real time.
Final Solution
Final Solution
The final solution brought together all research insights and design iterations into a unified platform.
We delivered a clean, intuitive interface that simplifies navigation, reduces checkout friction, and improves real-time engagement tracking.
Every component — from dashboards to order flows — was designed for clarity, scalability, and real-world usability, ensuring operators can work faster and with greater confidence.
The final solution brought together all research insights and design iterations into a unified platform.
We delivered a clean, intuitive interface that simplifies navigation, reduces checkout friction, and improves real-time engagement tracking.
Every component — from dashboards to order flows — was designed for clarity, scalability, and real-world usability, ensuring operators can work faster and with greater confidence.
Outcome & Impact
Our redesign had a measurable impact on both user experience and business performance:
+25% Orders Completed — streamlined workflows helped operators finish tasks faster.
-30% Checkout Time — reduced friction in the ordering process.
+40% Engagement — improved clarity and usability kept users more active.
95% Positive Feedback — users reported higher satisfaction and confidence in using the system.
By aligning the platform with real user needs, the solution not only improved efficiency but also strengthened trust and adoption across the organization.
Outcome & Impact
This project taught me the importance of designing with users at the center of every decision. By interviewing operators and mapping their workflows, I learned how small usability issues can create big inefficiencies.
I also improved my ability to:
Translate complex processes into simple, intuitive flows.
Balance business goals with real user needs.
Iterate quickly based on feedback, turning challenges into design opportunities.
Most importantly, I realized that effective design is not just about visuals — it’s about solving real problems that bring measurable impact.
Outcome & Impact
Our redesign had a measurable impact on both user experience and business performance:
+25% Orders Completed — streamlined workflows helped operators finish tasks faster.
-30% Checkout Time — reduced friction in the ordering process.
+40% Engagement — improved clarity and usability kept users more active.
95% Positive Feedback — users reported higher satisfaction and confidence in using the system.
By aligning the platform with real user needs, the solution not only improved efficiency but also strengthened trust and adoption across the organization.
Outcome & Impact
This project taught me the importance of designing with users at the center of every decision. By interviewing operators and mapping their workflows, I learned how small usability issues can create big inefficiencies.
I also improved my ability to:
Translate complex processes into simple, intuitive flows.
Balance business goals with real user needs.
Iterate quickly based on feedback, turning challenges into design opportunities.
Most importantly, I realized that effective design is not just about visuals — it’s about solving real problems that bring measurable impact.tt
Outcome & Impact
Our redesign had a measurable impact on both user experience and business performance:
+25% Orders Completed — streamlined workflows helped operators finish tasks faster.
-30% Checkout Time — reduced friction in the ordering process.
+40% Engagement — improved clarity and usability kept users more active.
95% Positive Feedback — users reported higher satisfaction and confidence in using the system.
By aligning the platform with real user needs, the solution not only improved efficiency but also strengthened trust and adoption across the organization.
Outcome & Impact
This project taught me the importance of designing with users at the center of every decision. By interviewing operators and mapping their workflows, I learned how small usability issues can create big inefficiencies.
I also improved my ability to:
Translate complex processes into simple, intuitive flows.
Balance business goals with real user needs.
Iterate quickly based on feedback, turning challenges into design opportunities.
Most importantly, I realized that effective design is not just about visuals — it’s about solving real problems that bring measurable impact.