Centrical redesign
I led an end-to-end redesign of the Centrical platform, introducing responsiveness, unified navigation for seamless role switching between different roles, unified multiple features to one focused entry point, and a refreshed UI across all screen types. The updated experience significantly increase logins, usability, and actions taken in the platform.
Timeline
Aug 2025 - Ongoing
Responsibilities
End-to-end design, UX/UI, Research, Vision, Ideation, Prototyping
Tags
Desktop, B2B2C, AI, Redesign
Centrical is an AI-powered performance experience platform designed to help frontline employees (agents) and their managers drive performance and learning.
Most employees who use Centrical are frontline employees in industries like customer service, sales and financial services operations.
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01
What Centrical platform is?
There are three types of roles Centrical platform primary supports:​​
02
Who are the users?
Guided with personalized feedback, learning paths, and encouraged to meet their KPIs.
Frontline employees
(agents)
View real-time KPI dashboards, coaching tools, performance insights, and recognition features to manage their teams effectively. Usually manage up to 25 employees.
Team Leaders
Emerge capabilities that include as roll-up views of team performance, coaching effectiveness analytics, and AI assistant designed to help them support team leaders more strategically.
Managers of managers
03
Goals
01
Increase system learnability for users - Ensure that users and team leaders can immediately understand where they are and what they need to do.
02
Support an additional role - managers of manager.​
03
Increase engagement across all roles through a unified, responsive, and modern design.​
04
​Create a scalable UX foundation that can support future roles and features.
05
Improve visibility of data to help managers make faster, better decisions.
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The problems
Navigation complexity across multiple roles
The menu was originally designed for one role - frontline employee. After a while, the team leader role was added as a temporary solution. adding a third role, managers of managers, made the navigation structure too complex.
Unclear path to impact
There are too many entry points, which makes it very hard for both the user and the team leader to understand what they need to do once they enter the system in order to “move the needle” and improve performance.
Poor responsiveness reduce usable space
The system’s limited responsiveness restricted every page to a narrow layout, wasting valuable space and making complex screens - like tables and dashboards - feel compressed.
Old UI design that needs a refresh
The platform’s visual language had become outdated over time, resulting in inconsistent patterns and a UI that no longer supported users’ needs effectively.
Poor responsiveness reduce usable space
The system’s limited responsiveness restricted every page to a narrow layout, wasting valuable space and making complex screens - like tables and dashboards - feel compressed.
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Conclutions
Support managers of managers
Allow managers of managers to see an instant high-level of performance, with the ability to drill down into more detailed insights like team leaders.
Improve usability across all roles
Frontline employees, team leaders, and managers of managers should be able to navigate intuitively and understand how to make an impact in the platform much easier.
More efficient use in screen space
We should maintain responsive, full-width layouts to ensure content is easy to read, and support better visibility for data-intensive screens.
A clearer, accessible and consistent design
The redesign should establish a unified navigation system and consistent layout framework that can now scale to additional roles, new features, and future product growth.
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How I approached the redesign?
Since I realized the redesign would be a major effort and there was limited capacity, we released it in 4 structured phases:
Phase #1
New navigation menu & responsive table for senior managers
Since managers of managers hadn’t yet started using the platform and would primarily work with the Team Performance Central table, we used their onboarding as the opportunity to pilot the redesign. After usability testing we released the new navigation, filters, and responsiveness for this role first.
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View the redesigned Team Performance Central - all KPIs in one table
Old design
Phase #2
Responsiveness, new filters to all roles and expand the navigation
Once validated, we extended the new navigation, filters and responsiveness to team leaders and frontline employees (agents), keeping existing UI components unchanged for now.
New design components
Phase #3
Redesign all core components
On phase #3, I redesigned all main UI components, including cards, strips, table, leaderboard list, side-by-side layout and home page.
A user survey I sent revealed what information matters most and what felt unclear. These changes are shown in the "Before & after" section.
Task-based model
Phase #4
From Features to Tasks: A Shift in Mental Model
Previously, the system exposed multiple entry points and multiple features, making it hard for managers and users to know where to start or how to drive real performance improvement. We shifted to a task-based model, where each entry represents a clear task with a defined goal, and all relevant capabilities - coaching, evaluation, and recognition - are organized into a single guided flow that leads users to meaningful action and impact.
Navigation menu redesign + adding new role
Managers of managers can switch between "My Org" and "My Teams". In "My Org" they view the performance table and in "My Teams" they view each individual team.​
Team leaders can switch between their team and game, and frontline employees (agents) sees their game including the coins, keys and points that they earned.​
Old side menu
Agent
Team leader
New side menu
Agent & Team leader
Manager of managers
Manager of managers as a team leader
​In this section, I present the general layout redesign, and one representative screen for each final layout type: Home page, Cards, Strips, List, Side-by-Side, and Table.​
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Before & after
General layout redesign
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A single navigation menu that also shows gamification indicators
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Simplified page labels - removing the repetitive "My" prefix across pages.
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Text indentation in managers of managers menu to reflect hierarchy within "My Org" and "My Game".
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Redesigned filter system.
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Full responsiveness across layout types
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Primary page titles in bold and black color to establish strong visual hierarchy
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Rounded corners to create a softer look.
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Client-specific theme color (green, in Centrical's case) is applied only to background and accessible elements, using a level of transparency (no longer applied to text or small icons to maintain accessibility).
Before
After
Theme color validation
Clients expect their theme color to be represented in the platform, and some of them don't use calm colors like blue or green, but strong ones such as red or yellow. Therefore, I had to ensure the new design supported these colors without appearing too intense, so I applied a level of opacity. Here is how the platform looks with the red theme color of one of Centrical's clients:
Before
After
Home page
The purpose of the home page is to clearly show team leaders and agents what they should focus on in order to "move the needle×´ and improve their performance.
Here, fore example, in the new team leader’s home page, they can see their key KPI ("Tasks Effectiveness"), along with their team’s KPIs, a leaderboard, an AI assistant, and AI-generated task recommendations. This setup allows the team leader to choose how they want to work: they can take an “explorer” approach by asking the AI assistant what to focus on and create their own tasks, or they can simply follow the AI’s suggested tasks and complete them to steadily improve their Task Effectiveness KPI.
Before
After
Tasks (formerly Coaching)
This page introduces a new concept: Tasks, a unified framework that replaces the Coaching feature.
Tasks consolidate the actions a team leader can take to support agents, including coaching sessions, evaluations, performance reviews, recognition, follow-ups, and more.
Tasks are prioritized by recommended completion date and feature color-coded tags for quick context: red/orange indicates an employee is behind target and needs support, green signals exceptional performance, and blue is neutral, typically for reviews or scheduled evaluations.
This structure helps team leaders quickly identify priorities and take meaningful actions to improve agent performance.
Before
After
Team Performance Central
The page that all the redesign started from. Allows team leaders (and now also for managers of managers) to track all their employees's KPIs from one page, see a quick view on each one of them, create personal views of KPIs / employees groups and take actions like send Coaching, send kudos, award badge, etc.
Before
After
Mission categories
When entering the Missions page the user sees all the missions categories. Selecting one of them leads to specific missions on the same theme.
The new cards template is used also for the screens: Challenges, badges, Levels and Store.
Before
After
Missions
When entering a specific mission category, the user would see the missions themselves. There are 5 types of missions - Quiz, Brain break, Simulation, Survey and Test. In the redesign I wanted to give a little bit more differentiation between the different types of missions by enlarge their icons and give each mission type different color. This strips template is also used for KPIs page for frontline employees (agents).
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Before
After
Leaderboard
Allows the agents to see which place they are in, who is above them and how many points they need to earn to climb the leaderboard. This list template also used in a general leaderboard page.
Before
After
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User's quotes
I don't know exactly why, but using the system now feels lighter. It just really pleasant to work with".
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I love that the pages use the whole screen. It feels I can see everything I need at once".
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Customer service agent
Team leader at sales company
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Seeing the high-level numbers and then drilling down into details is incredibly helpful for me".
Site manager (Manager of managers)
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Success criteria
Adoption and usage - managers of managers
Track how many managers of managers start using the platform, how often they visit Team Performance Central or log in as team leaders, and which actions they use most.
Growth in action-taking across the platform
Measure whether users perform more key actions, such as sending Coaching, giving Kudos, or taking Missions.
Higher usage of filters across core screens
Monitor increased filter usage in Team Performance Central, Coaching, Missions, and Leaderboard screens.
Increase in overall platform engagement
Track changes in how often users log in, indicating stronger engagement with the redesigned experience.
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Centrical redesign impact
72%
of managers of managers adopted the platform within the first month.
34%
average increase in actions taken by team leaders, including Coaching, Kudos and Mission assignment.
19%
average increase in filter usage across Tasks, Missions, Team Perfromance, and Leaderboard screens.
23%
increase in weekly logins, indicating higher engagement.
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What's next?
Moving forward, I would focus on:
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Exploring additional areas of the platform - specifically the AI Assistant, and Conversation (Centrical Chat) - to extend the new UX patterns and improve end-to-end consistency.
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Creating a more personalized journey for users and team leaders, helping them reach their goals through tailored guidance and gamified motivation.
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Prototype
Try for yourself Team Performance Central prototype or watch the video that shows its capabilities.