Orange Empresas

The problem

Orange wanted to build a self-service platform for small businesses and freelancers, allowing them to configure, manage, and monitor their contracted services (invoices, usage, tools, and more).

However, the target audience was highly diverse — from a freelancer with a few employees to companies with more than 100 people and international clients.

"The challenge: unify both types of users in a single product while offering an adapted experience that avoided information overload and respected different priorities."

Proposed solution

We designed a modular dashboard that gave users control over what they saw and how they accessed the most-used features.

By allowing collapsible and reorderable content blocks, users could customize their welcome panel to focus on what mattered most — whether invoices, service activations, or line usage.

Although business constraints prevented full customization, we balanced user freedom with strategic visibility of key sections such as "Contracted services" and "Invoices".

We also rethought navigation with two complementary systems: a primary top menu based on lifecycle stages, and a contextual side drawer with company-specific options.

The team

I worked as the sole UX/UI designer on the project, collaborating closely with:

• Business stakeholders.
• The development team.
• A user research specialist.
• Project managers and Agile team members.

Process

We followed a Design Thinking approach:

1. Empathize

I led workshops with stakeholders to align expectations and identify business goals.

2. Define

We created personas representing freelancers and SMEs with different needs and behaviors.

3. Ideate

We mapped user journeys and collaboratively sketched dashboard components and navigation flows.

4. Prototype

I designed interactive prototypes in Figma for desktop and mobile.

5. Test

Prototypes were tested with users to validate discoverability, task efficiency (e.g. deactivating services, downloading reports), and satisfaction.

Key takeaways

• Designing for user control increases adoption, but requires careful negotiation with business and technology constraints.
• Customization does not have to be total — partial flexibility can still create a sense of ownership.
• It is crucial to differentiate content while maintaining a unified structure and visual identity.
• The onboarding process is vital to help users understand new interaction models such as configurable dashboards.

Conclusion

This project was a great opportunity to lead an end-to-end product design process for a complex user base. By betting on flexibility, prioritizing user goals, and working cross-functionally, we delivered a platform that meets both business and user needs.

It also reinforced my conviction that giving users clarity, control, and simplicity is always a worthwhile investment.