MODERN DRILLING OPS

Risky drilling ops turns beacon of confidence;
I eliminated 40+ risk and hesitation signals

Risky drilling ops turns beacon of confidence;
I eliminated 40+ risk and hesitation signals

Risky drilling ops turns beacon of confidence;
I eliminated 40+ risk and hesitation signals

Rodney Echols | Staff Product & UX/UI Designer

The brief arrived with tons of ambiguity and low confidence in how to pitch the product to leadership. I defined “modern” for a high-stakes drilling team, I brought AI readiness and led design decisions from the stage of defining the big picture through release.

The brief arrived with tons of ambiguity and low confidence in how to pitch the product to leadership. I defined “modern” for a high-stakes drilling team, I brought AI readiness and led design decisions from the stage of defining the big picture through release.

Project $22 M/ yr cost

Fragmented 5 tool app suite -> Single source of truth in 1 single app

Fragmented 5 tool app suite ->
Single source of truth in 1 single app

Report cycle workarounds stalls, manual rework, siloed teammates -> from months to hours

Report cycle workarounds stalls, manual rework, siloed teammates ->
from months to hours

Feeling based design results -> Systemized design based in principles

Feeling based design results ->
Systemized design based in principles

Modern Design Drilling Ops

Enterprise UX

Oil & Gas

system Design

Bolt on AI

0 to 1

My Role

Lead Product Designer

Lead Product Designer

01

Owned design from research to delivery

02

Established object model, system and interactive design

03

Architected UI across 6 surfaces

04

Research and strategic sprint facilitation to create insights and clarity

05

Owned design decisions and partnered with product and delivery on roadmap

06

Led handoff and interaction with engineering & PM

Why it Mattered

Millions $
per run

ON THE LINE

ON THE LINE

A bottom-hole assembly is a string of tools run miles into the earth to strike oil reservoirs. Meer minutes of non-production time, hesitant decision making and human error were million dollar threats to the ops pipeline, however project ops was being performed by manually stitching together spreadsheets, PDFs and tribal memory.


I was brought in to collaborate with a project team to design a unified system and workflow that to reduce the workflow time to hours.

A bottom-hole assembly is a string of tools run miles into the earth to strike oil reservoirs. Meer minutes of non-production time, hesitant decision making and human error were million dollar threats to the ops pipeline, however project ops was being performed by manually stitching together spreadsheets, PDFs and tribal memory.


I was brought in to collaborate with a project team to design a unified system and workflow that to reduce the workflow time to hours.

Problem

Problem • What I heard

What I heard

Today I estimate we need 50% additional headcount just because of inefficiency in software and process.

Today I estimate we need 50% additional headcount just because of inefficiency in software and process.

Today I estimate we need 50% additional headcount just because of inefficiency in software and process.

— Halliburton Drilling Engineer

5

Separate Apps

100+

Regulated Tasks

High

Risk & Regulatory

Low

Productivity

-

Limited Scale

!

Market Pressure

Design Decisions

Three moves I made to build system confidence

AI-Generated erodes design authority

the Push

A design lead proposed polished AI-generated screens days before sprint close. Accepting the work as is would have been faster and avoided debate.

My Decision

Decision 1

I challenged the design in ways the team hadn't accounted for: wholistic system impacts, tradeoffs and how frequency changes user expectations. I led the team toward a workflow grounded in system logic.

Demonstrated

Design Judgment

Systems Thinking

Cross-functional Influence

AI Generated Design Review

Design Judgment

Systems Thinking

Cross-functional Influence

AI Generated Design Review

Balancing competing goals with taste

the Push

Development lead optimized performance. Product pushed for a modern experience. The initial UX direction favored a single interaction pattern.

My Decision

Decision 2

I introduced context. I challenged the assumption that consistency always improves usability and I weighed interaction patterns to task frequency and consequence.

I introduced context. I challenged the assumption that consistency always improves usability and I weighed interaction patterns to task frequency and consequence.

Demonstrated

✓ Exception by design

✓ Trade-off resolution

✓ Risk-calibrated interaction design

Exception by design

Trade-off resolution

Risk-calibrated interaction design

Define ambiguous requests

the Push

Product asked for a "confident yet modern" feel with no measurable direction. The tension was design toward a mood, not a spec.

My Decision

Decision 3

i turned a vague aesthetic ask into a structural system. i cut friction by reduce data-entry effort across the product. I made progress personal and rewarding, not just a status bar.

Demonstrated

✓ Motivation-driven interaction design

✓ Translate ambiguity to system

✓ Design to unify system

✓ Apply Confidence UX

Motivation-driven interaction design

Translate ambiguity to system

Design to unify system

Apply Confidence UX

System Design

Confidence & clarity in moments of pivotal decision

I spotted the same common struggles causing hesitation in moments of decision across the workflow.

1

Define

2

Assess Risks

3

Design & Test

4

Approve

manage tool design

hesitation

manage design

hesitation

choose well

uncertainty

build report

rework

input risks

judgement

Pattern for decision screens

Designed these interactions into decision screens

Manage projects on cloud server

Name, manage, edit many versions of design

Share work across multiple users

Improved decision quality

Clear action trigger from screen

Create, Read, Update, Delete and other controls

4

SITUATIONS

Adaptable

adoption

REDUCED TOOL SWITCHING

Continuity

clicks

EFFORT

Performance

Repeated

Confidence

Confidence

Precision

Builds Precision

Navigating ambiguity, decision by decision

Navigating ambiguity,
decision by decision

Ambiguous Design using aI Prompts

"Make this app feel more modern and polishied"

"Make this app feel more modern and polishied"

-Reaction from Lead Product Manager

The hard part:

The hard part:

The hard part

I learned super complex stuff and make it less risky

Learning super complex stuff & make it less risky

Learning super complex stuff and make it less risky

Workflow Build a Drilling tool

Drilling Tool

BHA Tool

Add Tool
components

Add Tool
components

Logistics

Customize

Preview Tool

Analyze
Measurements

Analyze
Measurements

Load Project

The design challenge, this was very technical and the workflow was non-linear.

1

2

3

4

1. Increase certainty

Human-centered approach to ease learning

User-friendly micro-copy, interactive motion on triggers and intuitive decision points enabled new users to easily navigate the screen.

Eliminated hesitation

175

input fields

Cognitive Load

1

2

2

2

1. Increase certainty

Human-centered approach eased learning

User-friendly micro-copy, interactive motion on triggers and intuitive decision points enabled new users to easily navigate the screen.

Eliminated
hesitation

17 5

input fields

AI Design

Design Approach

Change users minds so they use AI

Objective

User needs to identify risks & challenges to the drilling job

Problem

user tension - responsible for Identifying risks and solutions.

user behavior - legacy system relied on tribal knowledge and judgment; low trust in change

projected DOS tasks to reach confident assisted decision

~ 80%

~ 80%

User needs to identify risks & challenges to the drilling job

user tension - Identify and plan for critical error

user behavior - data fragmented across excel, word of mouth, emails etc.

business pain - section filled with superficial compliance or left incomplete

3 features gave users the confidence to use AI

Risk Score

Because Engineers are right to be skeptical of AI suggestions have graded certainty visible on the screen. I built severity grade, frequency counts, and expanded rationale. No need to open spreadsheets to calculate.

Risk Visibility pattern

high

Lost circulation

82% Confidence

Found in 7/7 wells • [Rationale]

Deliberate user controls

Because constant screen refresh creates distraction and stacks up token costs, AI runs only when a button is clicked. Engineer stays in control.

restraint

AI Copiolt

Autosave

Review

refresh

AI

EDit

Ready

Completed

user • Date • Time

Frictionless undo

Because action are reviewed by multiple team mates with different points of view, every AI suggestion is undoable. Remove, edit undo. the view stays user-editable. Reversible actions removes the stall of making a decision.

REversible Decisions

Design Decisions

Summary

Screens have been reskined

Design Approach

Confidence designed with end-to-end leadership

Designed confidence with end-to-end leadership

before

Result

Single modern cloud platform + global shared intelligence + live collaboration

Scalable confident decisions.

Alignment time from Weeks → Hours

Report published in 3 clicks

before

Result

Single modern cloud platform + global shared intelligence + live collaboration

Scalable confident decisions.

Alignment time from Weeks → Hours

Report published in 3 clicks

Outcomes

Outcomes

01

Establishing user trust
reduced resistance to change

The team stopped debating taste and started referencing the principles.

02

Human controls on AI
reduced errors, task time, costs

Depth-based hierarchy made the next right move obvious on every screen.

03

Scalable design components
boost team confidence and alignment

The unified stack became the team’s primary surface within the first week.

04

Efficient system
focus quality and collaboration increased

The unified stack became the team’s primary surface within the first week.

Modern

Look & Feel

Personalized

Workflow

Expert Approach

Design Thinking

Platform

Single System

Design Impacts

40+

risks & hesitation

signals reduced or eliminated

40+

risks & hesitation

signals reduced or eliminated

5 1

Tools unified into a single stack

Tools unified into a single platform

17 5

Steps cut from the core flow

Steps cut from the core flow

~80%

tasks reflecting confidence signals

tasks reflecting confidence signals

Risky drilling ops, now a beacon of confidence — Case Study
About
Designer Profile
Staff Designer | Human Intent, Huge Impact
Case Study
Design decisions protect NPS
National Airline | Customer Experience Engine
Risky drilling ops, now a beacon of confidence — Case Study
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Risky drilling ops, now a beacon of confidence — Case Study
About
Designer Profile
Staff Designer | Human Intent, Huge Impact
Case Study
Design decisions protect NPS
National Airline | Customer Experience Engine
Risky drilling ops, now a beacon of confidence — Case Study
🔥 Browse all projects >>