A role-based CRM that runs a dairy delivery business, from the warehouse to the doorstep
Paal.co is a UI/UX design project for a milk and dairy delivery CRM. Web Innoventix designed a unified web platform with distinct dashboards for customers, delivery agents, and administrators, tying together order tracking, route automation, and gamified loyalty.
The challenge: one platform, three very different users
Paal.co needed a CRM built specifically for dairy delivery, not a generic tool bent into shape. The operation runs on referral systems, live order tracking, and route automation, and it has to serve three audiences at once: customers placing recurring orders, delivery agents working on the move, and administrators managing inventory and fulfilment. The design had to hold all three in a single coherent product without any one role feeling like an afterthought.
The approach: map the operation, then design for each role
Web Innoventix opened with discovery workshops and stakeholder interviews to surface how the delivery operation actually works, then mapped the user journeys and laid out functional structures for each CRM module. The team designed separate but cohesive interfaces so the admin and customer experiences share a visual language while fitting their distinct jobs. Referral mechanics were built as gamified features with visual rewards and milestone tracking rather than a buried points counter.
What we delivered
The design ships an admin dashboard for order management, inventory updates, and referral tracking; a customer panel for browsing, ordering, tracking, and managing loyalty points; and a delivery interface focused on real-time status and route optimisation. A tiered reward system visualizes milestone progress, role-based access control governs who sees what, and interactive order timelines make fulfilment legible. The delivery views are mobile-responsive so agents can work from the road.
A future-ready CRM design that simplifies daily dairy logistics, builds customer loyalty through tiered rewards, and scales with business growth.
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