The UX and UI for two B2B portals (at once)

Get-e connects airlines, insurers, and travel platforms with ground transportation providers worldwide. To make this work, two groups rely on the core portal: customers booking rides and suppliers dispatching drivers.

The old portal had grown organically on outdated tech, partly mixed with internal back-office tools. Information was scattered, the interface inconsistent, and instead of helping people, it often slowed them down.

Evolution of the Get-e portal

One striking example: a transporter gets a ride assigned and they need to confirm it. In the old portal, suppliers clicked through multiple screens and even a modal. In the redesign, it became one clear step. Bulk confirmation was explored, but stakeholders stressed the need for dispatchers to check each ride in detail.

You can save everyone a few clicks just by optimizing certain flows

When I started mapping personas, it quickly became clear that there was no such thing as "the customer" or "the supplier". On the customer side I looked at five very different company types: from a low-cost airline to a flagship carrier, from an insurance provider to an online travel agency, all the way to a small traditional travel agent. 

Inside each company I considered the layers of people involved, from decision makers who cared about cost and policy, to managers translating those rules, to operations staff doing the daily ride monitoring, and finally the passengers themselves.On the supplier side the picture was simpler but in the same way important. I modeled large companies with owners, dispatchers and drivers working in separate roles, and small operators where the owner was also the driver and the dispatcher at the same time.

The amount of user persona created is enough to make your head spin

Exploring the personas made it obvious how different the needs could be. Insurance passengers might travel with medical escorts, which means arranging specialized vehicles and extra assistance. At the other end of the spectrum, low-cost airline crews are often booked into hotels far from the airport, so reliability and planning become the top priority. Flagship carriers, on the other hand, usually keep their crews close by, where speed and efficiency matter most.All of this underlined one thing: the new portal had to flex across very different scenarios, but still keep the core actions simple and dependable.

The redesign recognized that customers and suppliers look at the same rides, but with different needs. Bookers want to monitor rides, update details, and reassure passengers. Dispatchers want to confirm rides quickly, assign drivers, and react to changes without losing time. The new portal surfaced the right information for each side.

Mobile use was also critical. Around half of supplier traffic came from phones, and a simple responsive version was not enough. I designed a dedicated mobile experience where actions like confirming rides or updating availability were prioritized, giving dispatchers the ability to manage operations on the go.

Around 50% of supplier-side traffic came from mobile devices. A simple responsive view was not enough for their daily workflows, so we created an experience optimized for mobile. Key actions like confirming rides or updating availability were prioritized, giving dispatchers the flexibility to manage operations on the go.

The redesign delivered more than fresh screens. For the first time, the company had a shared design system, a reusable component library, and complete flows and personas that are now part of internal training. Two portals were built on the same codebase but each one was tailored to its own users.