Case Study — Manufacturing / Mobile Marketplace
Radix IQ
Simplifying the Complexity of Heavy Equipment Sales
Designed a national-ready platform for heavy equipment sales — organizing complex categorization and machine options into an experience that supported both buyers and sellers.
Role
Lead UX Designer
Company
TAP Developers
Platform
Mobile (iOS · Android)
The Challenge
Radix IQ began with a vision shaped by decades of experience in the heavy construction equipment sales and rental industry: create a national platform that could help rental companies and equipment dealers manage fleets, market equipment, and make smarter, data-driven decisions. But the technology challenge was only part of the problem. The companies that would use the platform were often highly competitive with one another, making it difficult to trust the idea of sharing a common technology platform—and potentially data, customers, or market insights. At the same time, many had already experienced limitations and frustrations with manufacturer-controlled technology and were cautious about adding another layer of technology to their businesses.
Working from the client's deep industry knowledge and extensive data, I helped shape a product strategy that demonstrated how predictive analytics could help companies anticipate demand based on seasonality, region, and industry trends, while making the platform valuable enough that participation became a competitive advantage rather than a compromise.
Process & Approach
Industry & Taxonomy Research
Studied the heavy equipment industry — how machinery was categorized and what information buyers needed.
Complexity Organization
Designed an information architecture that organized the complexity without overwhelming users.
Dual-Audience Design
Designed for both buyers and sellers within the same application.
Ecosystem Foundation
Built the design with Radix's broader technology ecosystem in mind.
Application Screens
The Designed Experience
Outcomes & Impact
National
Platform ready for buyers and sellers across the country
First
Of multiple applications supporting Radix's business ecosystem
Both
Buyer and seller audiences served within a single experience
The solution reframed the conversation from “Why should I trust a shared platform?” to “What am I gaining by being part of it?” We designed an experience that gave each participating company opportunities to strengthen its own brand, drive customers directly to its business and eCommerce capabilities, showcase equipment, configure machines with specialized options, and generate customer-specific quotes instantly. The shared platform became the infrastructure—not the destination—allowing each company to maintain its individual identity and customer relationship while benefiting from a broader digital ecosystem.
By demonstrating that the potential for increased customer acquisition, online sales, and market reach far outweighed the perceived risks of participation, Radix IQ began turning competition into collaboration. The real innovation wasn't simply creating a common application; it was designing a business model and experience compelling enough for competitors to believe that working together could make each of them stronger.