Lead Designer
First design hire for a new UX team that grew to 10. Established the design system and content strategy for the largest fleet management platform in North America.
Fleet software is utilitarian by nature. I saw an opportunity to change that. Using hand illustration as a strategic design tool, I created a visual language that gave Omnitracs a distinct identity — and gave dispatchers something no competitor offered: delight.
With full creative autonomy, I built an illustration-driven content strategy designed to separate Omnitracs from every other logistics platform on the market. The goal wasn't decoration — it was differentiation.
Each illustration was hand-drawn to bring warmth and narrative to workflows that had always been purely functional. When the first set circulated internally, it sparked a wave of excitement — no one expected UX to deliver at this level of craft.
Dispatch users reported the experience shifted from routine task completion to something closer to a journey. User satisfaction scores climbed, validating what Don Norman has long argued — emotional design drives meaningful business outcomes.