UI/UX design
A small technology company with a simple mission: take the hassle out of logistics management and disrupt the multi-billion dollar trucking industry like never before.
What initially started as a UI reskin ended up turning into fully diving into the user experience of the app. I managed to consolidate the main user flow from over 50 screens, to just 10.
After long discussions with the client, talking to their beta testers, and digging through piles of research, I distilled my learnings into a handful of user flows. I used these as the guardrails in determining which screens to rebuild into version 2.0.
On the left is the original interface for the main screen of the app. The client was experiencing a high abandonment rate within the app—their users were finding it easier to continue conducting their business with paper documents, the way they always had, even though the product offers the ability for everything to be handled through the app.
I reorganized and redesigned this screen to highlight the current phase and next action in order to encourage users to stay in the app and complete the flow, rather than going elsewhere.
Additionally, I designed a series of print and digital ads as part of an awareness campaign for the product launch. The ad above was designed for placement in a program book for a logistics conference. Since those programs are notoriously busy and content-heavy, I opted for a design that was simple and clean to be more visually arresting by contrast.