Product Design and Development


I started my career as a developer with a deep interest in UX. Even then, I championed the user throughout the development life cycle. Welltrics is an example of how I merged product design, UX, and development for the successful launch of a digital product.


Tallsalt Royalties


Product Designer, Solutions Architect, UX Designer


Product Design, Development, & UX

.01 The Challenge

Filling Multiple Roles

Welltrics is a multi-agency SaaS that provides Native American mineral lease owners with independent tracking services for their oil and gas royalties. As a product manager, I provided the product vision and strategy. As a solutions architect, I defined specs for communication, data and integration platforms on multi-disciplinary efforts, and end-to-end, full-stack development. As a UX Designer, I handled applying a deep and actionable understanding of the users and their needs to the overall experience.

.02 Strategy

Cross-functional Communication

Having a unified vision and open lines of communication were essential to the success of the project since we were a small and agile team located in three different states with different time zones.

I created a sustainable and realistic timeline, managed risks and expectations and created a functional breakdown that provided traceability to requirements and completion rates.

I also defined the full development stack. I chose .Net as our framework due to my familiarity with C#, and it's agility in development and deployment. We used Telerik controls for most of our UI and complemented it with HTML5 and CSS3. Lastly, we utilized SQL Server for our database solution.

A project is only as good as its requirements, development as its people, and a product as its experience.

.03 Discovery

Reliability Of Data

Welltrics had to be accurate to the cent. This level of detail meant that we needed to understand the sources, formats, transformations, and delivery of data. Our analysis helped determined the integration scheme that enabled our team to design the database architecture that would drive the system.

.04 Definition

The Reporting Engine

The heart of Welltrics was the reporting engine. The defined algorithms calculated data that would generate the different types of production, volume, and royalty reports.

Other key features included administration, security, and integration with Google maps. That was an important user feature since many didn't understand the technical aspect of locating their oil wells by ID or geo-location. They did, however, know how to use a map.

.05 Design


Welltrics had two types of users, mineral lease owners, and administrators. Owners could own multiple leases with multiple products (oil, gas, etc.). We designed the system to display one type of product throughout the application. The user had the capability to change the product type using a global product dropdown. Upon a change event, the application would display the selected product information.

Administrators needed to manage users (create, roles, update, etc.), add wells, and create announcements. However, the most important feature was the functionality to manage products. We designed the system to track an infinite amount of energy resources making Welltrics the only system in the world with this capability.

Simplifying Data

We summarized and presented large data sets in a simple dashboard that contained summaries of royalties and volumes. Please note, this dashboard is for demonstration purposes only.


Google Maps Integration

We provided many ways for users to locate well information, including Google maps. We used clustered markers to improve the performance of the experience.


Performance Based Data Grids

We designed and developed the data grids for fast loading of large data and included export utilities, integrated paging, sorting, filtering and grouping functionality.


.06 The Sweet Spot

An Industry Standard

Since its launch, the number of oil wells that are being tracked by Welltrics has grown to over eight hundred. A key strategic goal was to develop a scalable system that would track an infinite amount of energy resources. Because of this, Welltrics is fast becoming the standard for tracking natural resources for the Office of Natural Resources and the Bureau of Indian Affairs.

Take This Case Study Home With You

Download or email this case study to yourself (PDF - 4.4 MB).

Selected Work