My Role & Activities
As Lead UX/UI Designer, I owned the end-to-end user experience across both platforms, operating as a hands-on individual contributor while partnering closely with product, engineering, and operations teams.
My responsibilities included:
Leading UX strategy and hands-on design for both customer-facing and internal logistics tools
Conducting user research with drivers, dispatchers, internal stakeholders, and enterprise customers
Designing responsive desktop and mobile interfaces for complex operational workflows
Consolidating fragmented design assets from multiple vendors into a single, scalable design system
Building a shared component library and style guide in Figma, aligned with Ruan’s brand standards
Supporting Agile delivery through iterative prototyping, usability testing, and design reviews
One of the core challenges was unifying inconsistent designs and interaction patterns across tools into a cohesive system that could scale with Ruan’s growing logistics operations.
Ruan Transportation – UX/UI Design Manager
Project: InSite Portal & RedTrak Driver App
The Problem
Ruan needed to modernize how logistics information was shared across its ecosystem:
InSite Portal
Customers and internal teams lacked a centralized view of delivery tracking, routing, and scheduling
Existing tools made it difficult to surface real-time logistics data in a usable, consistent way
Enterprise customers needed reliable visibility to integrate logistics data into their own store and inventory workflows
RedTrak Driver App
Drivers relied on fragmented or manual processes to manage schedules, inventory, and delivery updates
Communication gaps between drivers, warehouse managers, and customers caused delays and inefficiencies
There was no unified, mobile-first experience designed specifically for driver workflows
Design & Research Approach
I led a research-driven design process to ensure both platforms reflected real-world logistics workflows:
Conducted virtual and in-person interviews with drivers, dispatchers, operations teams, and business stakeholders
Facilitated usability testing and prototype validation sessions to refine workflows before development
Designed task-focused user flows for route tracking, inventory logging, delivery updates, and scheduling
Implemented Hotjar Insights and Google Analytics event tracking to monitor engagement, identify friction points, and guide ongoing UX improvements
This approach allowed us to validate design decisions against actual usage patterns and continuously improve usability.
Outcomes
Platform Adoption & Usage
InSite was successfully adopted by major enterprise customers, including Target and Whole Foods, enabling them to integrate logistics tracking directly into store operations and inventory management systems
RedTrak improved day-to-day communication across drivers, warehouse teams, and customers by providing a real-time, shared view of delivery progress
Business Impact
Positioned Ruan’s digital platforms as a core differentiator in its logistics and transportation offerings
Strengthened enterprise client relationships by improving transparency and reliability
Increased operational efficiency by reducing manual coordination and improving real-time visibility across teams
User Impact
Internal teams gained a centralized view of driver activity, delivery status, and logistics data, improving service response and customer support
Drivers benefited from a streamlined, mobile-first experience that simplified daily tasks, reduced manual reporting, and improved communication on the road