Replacing a maze of reports with one coherent view of transport operations.
A dedicated analytics suite for ETS Cab, Shuttle, and Rentlz—with consistent metrics and a path from each number to the underlying records.
Dynamic routes
Fixed routes
Ad-hoc trips
01 / Context
The problem
around the work.
Customers in the manufacturing vertical used three transport offerings: ETS Cab for dynamically routed home-to-office and office-to-home travel, Shuttle for fixed routes, and Rentlz for ad-hoc pickup and drop. The existing analytics workflow sent them to a separate module with more than 100 similarly named reports that were not tailored to their needs. The first customer problem was more basic than missing features: report totals and dashboard metrics did not agree, and unexpectedly low performance figures were hard to explain.
What made it interesting
A dedicated suite meant more than rearranging reports. Every metric needed a consistent definition, every drilldown needed to connect to individual records, and reports had to agree with each other. Maintaining those relationships added work, but without them customers could not confidently use the numbers to change their operations.
02 / Decisions & approach
How the work
took shape.
Give the vertical one place to look
Chose to replace the separate, general-purpose analytics journey with a suite built for the manufacturing vertical. It brought ETS Cab, Shuttle, and Rentlz into one view, instead of asking customers to navigate a catalogue of 100+ reports.
Make every metric explainable
Linked low performance figures to individual records, so operations teams could see what was driving a result. Built SQL and Metabase reporting around consistent dashboard metrics and connected drilldowns.
Accept the maintenance cost of consistency
Keeping reports, drilldowns, and metrics aligned took additional work. I chose that investment because accuracy and completeness were what gave customers the confidence to use the suite day to day.
03 / Outcome & evidence
What came
out of it.
Shipped the suite across 10+ enterprise customers with self-serve access on web and mobile. After launch, low performance numbers could be traced to specific records and made sense to operations teams. Customers used that visibility to improve data practices, streamline operations, and make better use of resources. The clearer workflow also helped with demos and conversion.
The before-and-after change was observable in the workflow: unexplained and inconsistent totals became connected metrics that an operations team could investigate. Customer reach and delivery channels are documented in my résumé; the decision, trade-off, and operational response are from my first-hand account.
04 / Reflection
What stays
with me.
The valuable product decision was not adding more reports. It was making the existing questions answerable in one place, with numbers customers could trust enough to act on.
About the source material
First-hand project account, Product and Finance résumés, and LinkedIn profile. The diagram reconstructs the scope; it is not a product screenshot. No numerical conversion or operational-performance uplift is claimed.