Building Exceptional Products: Embracing Design Focus

Our commitment to delivering high-performance tools is driven by a deep understanding of transportation and logistics, coupled with our expertise in cutting-edge artificial intelligence and machine learning. We harness this knowledge to empower you on your path to enhanced video-based safety and data-informed efficiencies.

In our pursuit of building exceptional products, we prioritize design focus at every stage. By placing emphasis on design thinking and user-centric approaches, we ensure that our solutions not only meet but exceed your expectations. Through seamless integration of advanced technologies and thoughtful design, we create products that elevate your experience and drive tangible results.

Our team's decades of experience in transportation and logistics provide us with invaluable insights, allowing us to develop solutions that address the specific challenges of the industry. By blending this industry expertise with our proficiency in artificial intelligence and machine learning, we unlock new possibilities and unlock the true potential of your operations.
Omnitracs | Role: Manager UX Department >> Senior Manager UX Department
Deep understanding of transportation and logistics | expertise in artificial intelligence and machine learning | design focus with a user-centric approach | strategic vision and goal alignment | collaboration with executives on strategic decision-making | effective integration of acquired companies and teams | development of design libraries and standardized tools | strong analytical skills for data-driven insights | driving adoption of design thinking principles | technical proficiency in multiple frameworks and platforms | strong communication and facilitation skills.

Igniting Our Story: Revolutionizing UX Design

Needs of team:
Tool Set
Strategic Voice/Vision in the company
Career Pathing
User Research

Needs of the organization:
Consistent look and feel for all forms
Consistent handoff from UX to front-end dev.
Design thinking embedded in process holistically
Personas (task-based)

When I joined this position, there existed a pre-existing UX team. To gain a comprehensive understanding of the ecosystem and pain points, I initiated my own ethnographic research in collaboration with the UX team and the individuals who interacted with them.

During this process, I realized that the UX team operated reactively and was perceived solely as graphic designers and order takers. Determined to transform this perception, I swiftly introduced a UX process by establishing policies, implementing effective procedures, and advocating for its adoption across the organization, with active involvement from the UX team.

Although met with initial resistance, I successfully dismantled silos resulting from previous company acquisitions, where UX teams were absent. I initiated the implementation of UX requests and concerns processes, starting with our legacy systems. These systems were chosen as they catered to established customers who willingly provided valuable feedback. This step fostered communication and collaboration among developers, product managers, and the UX department.

Building on this foundation, the UX team strategically incorporated user-centered design principles, such as design thinking, into the processes of other departments, thereby instilling a forward-thinking mindset throughout the organization. This experiment showcased the capabilities of UX design and paved the way for increased opportunities within the product development team.

Since then, I have been leading the UX team in integrating the UX process into all new initiatives, acquisitions, and company goals. Over time, the UX team has matured and refined their processes, effectively communicating and embedding UX design methodologies into the company's DNA.

Shaping the Strategic Vision of the UX Department

Steps took to achieve goals:

This must be a combined effort between Senior Leadership, Product Management, Development, and UX. Working together to add value to our products and to the end-user as well as increasing the bottom line.

  • Audited all legacy platforms from the perspective of UI and UX
  • Worked with our customer advisory board to find out pain points
  • UX and product management combine forces to interview users validate pain points and needs of users
  • Assessed current processes on developing of products
  • Document entire customer experience process from beginning to end in all legacy platforms 
  • Create customer segments to migrate to new system and develop transition plan for customer segments (this is centered around usability and features that have been purchased)
  • Create design system and library for reusable components to increase capacity of development team (this was done to accommodate  different frameworks)
  • With a very lean team allocate resources according to initiatives that are global. Also, allocate resources that support the current legacy experience to help with small adjustments that have big results.

1. Combined all legacy platforms. 
2. Reduce technical and usability debt.
3. Create migration path for legacy users to new platform. 
4. Increase bottom line and retain current client base.

Collaborating with Executives on Acquisitions

As a member of the Senior Leadership product assessment team, I actively contributed to the evaluation of potential acquisitions and their potential value in complementing our product line. Throughout this role, I was involved in assessing six different companies, carefully analyzing their offerings and strategic fit.

Working closely with executives, I participated in comprehensive assessments that involved evaluating various aspects of each company, including their products, technologies, market presence, and growth potential. By leveraging my expertise and insights, I played a key role in identifying the value that these companies could bring to our organization.

Through diligent research, thorough due diligence, and collaborative discussions, we assessed the alignment of the target companies with our business objectives and long-term strategies. By considering factors such as market trends, competitive landscape, and potential synergies, we made informed decisions that maximized the value of these acquisitions.

Furthermore, my involvement in these assessments allowed me to provide valuable insights to executives, contributing to the overall strategic decision-making process. By analyzing the strengths, weaknesses, opportunities, and threats of each potential acquisition, I helped guide discussions and facilitate informed choices.

Successful Integration of Blue Dot: A Strategic Acquisition

The acquisition of Blue Dot marked an exciting milestone for our organization, as we embarked on a journey to ensure a seamless integration of their team into Omnitracs. Our primary focus was to create an environment where Blue Dot employees felt valued and assured that their expertise contributed significantly. Simultaneously, we worked diligently to reassure Omnitracs employees that their positions were secure and their contributions remained invaluable. Throughout the integration process, we maintained a high level of morale and open communication.

Blue Dot's platform played a crucial role in fulfilling our strategic vision of providing a robust field-based solution. To align their platform with our branding and user experience standards, our dedicated UX team conducted a comprehensive audit of all UI elements. Based on the findings, we formulated a well-defined schedule and plan to transition these elements seamlessly into our branded look and feel. Additionally, we meticulously mapped out integration points between the two platforms to create a unified and cohesive user experience.

One of our priorities was to ensure a smooth transition from legacy platforms to this new, integrated product. With a clear vision of the desired end result, we developed a strategic path for folding in the functionality of legacy platforms into the new solution. This approach allowed us to streamline processes, eliminate redundancies, and maximize the value proposition for our customers.

Throughout the integration efforts, our unwavering focus remained on delivering a superior end-user experience and achieving the strategic objectives set forth by the acquisition. By fostering collaboration, maintaining open communication, and aligning our efforts with the end goal, we successfully integrated Blue Dot into Omnitracs, capitalizing on their strengths to enhance our overall product offerings.

The successful integration of Blue Dot stands as a testament to our commitment to strategic acquisitions, effective teamwork, and our dedication to providing industry-leading solutions in the field of transportation and logistics.

Some applications that we have released

Omnitracs Tax Manager

Tax Manager is a solution to file gas mileage within the IFTA (International Fuel Tax Agreement) governmental regulations. It is the turbo tax for trucking companies.

Omnitracs Exact Fuel

Exact Fuel captures and transmits available fuel level information directly to your fleet managers, allowing you to quickly identify any fuel level discrepancies. By providing this enhanced fuel level visibility, Exact Fuel allows you to monitor fuel levels, identify potential fuel theft or loss, and improve fuel stop planning — all of which can help you minimize fuel costs. 

Omnitracs Command

Command is the back office solution for sending out workflows to people out in the field. It works directly with Omnitracs drive to help the infield workflow whenever getting to a point of interest or changing in individuals workflow or workday. Command has out-of-the-box templates as well as customizable templates that work and are integrated into a TMS (transportation management system) solution.


HoursGo Application, is the perfect companion to the Omnitracs HOS application allowing the driver access to their logs at any time and from any mobile device. Access to the logs fulfills the requirements of the ELD mandate. This free application is compatible with Omnitracs IVG and MCP units. This application is only intended as a companion to view near real-time status outside of the cab.

Omnitracs Mobile Manager

Omnitracs Mobile Manager - Whether you deliver products or have mobile technicians or sales people in the field, you will always know where they are and how they’re performing with Omnitracs Mobile Manager. Omnitracs Mobile Manager is a mobile application that gives you the key information you need to manage your mobile resources while you’re on the go. You’ll have visibility into the day’s routes, equipment and worker performance at your fingertips. Isn’t it time to be proactive and not reactive?

Omnitracs Drive:

Omnitracs Drive is a workflow solution for infield personnel that not only routes drivers to where they need to go also tells them what to do once they get there. Their back office dispatcher creates a route and workflow with taking in account points of interest information, dwelltime, and processes that are specific to the load. 

This amazing application gets rid of the wasted time with juggling job tasks and activities between your in-cab data terminal, paper forms and mobile apps.

Establishing a Design Library for Consistent and Reusable Components

Design Library:
In order to establish a clear vision for the future and ensure a consistent look and feel across our products, we took proactive steps to address technical debt while developing a comprehensive design library. This library enabled us to create reusable components, promoting efficiency and consistency throughout our design process.

The development of the design library was carried out across three different frameworks, allowing us to cater to diverse technological requirements. By doing so, we ensured that our components were accessible and adaptable to various platforms and systems. This approach enabled us to deliver a seamless user experience across multiple channels.

As part of our continuous improvement efforts, we are now in the process of transitioning to a single framework. This transition will further streamline our design processes and enhance collaboration among teams, facilitating the creation of reusable components that can be leveraged consistently across our entire product ecosystem.

By investing in a design library and standardizing our component framework, we are strengthening our commitment to delivering a cohesive and user-centric experience. This strategic initiative not only improves the efficiency of our design workflows but also enhances the consistency and usability of our products, ultimately benefiting both our team and our end users.

As part of my role, I had the opportunity to work closely with Senior Management in establishing a strategic partnership with Red Hat. Our objective was to define the scope of their involvement and create a transition plan for their integration into our organization.

To begin, I conducted a comprehensive analysis of Omnitracs' historical landscape, drawing insights from the audit conducted on our legacy systems. This evaluation provided valuable information that guided our goal of consolidating onto a single platform and transitioning legacy systems to this new framework.

We adopted a two-fold approach to achieve our objectives. Firstly, we focused on establishing a strong foundational database to ensure a robust infrastructure for future growth and development. This initiative laid the groundwork for a seamless transition and efficient data management.

Simultaneously, we embarked on building an application using this new foundation. The architectural design was rooted in a user-centric thought process, with a primary focus on presenting information in a digestible manner for end-users. Through careful consideration of user needs and preferences, we developed an architecture that effectively divided and presented information, enhancing the overall user experience.

The collaboration with Red Hat played a vital role in realizing our strategic vision. By leveraging their expertise and integrating their solutions, we were able to optimize our systems, streamline operations, and deliver enhanced value to our customers. The partnership also entailed developing a comprehensive transition plan to ensure a smooth handover once their involvement was complete.

Through this strategic collaboration and architectural transformation, we positioned Omnitracs for long-term success. The user-centric approach and focus on a consolidated platform allowed us to improve efficiency, enhance data management, and provide a seamless experience for our end-users.

Collaborating with Red Hat to Drive Strategic Vision

Establishing a Unified UX Tool Set for Enhanced Productivity
Create rich interactive prototypes to handoff to stakeholders and Invision's freehand makes it a breeze to sketch, draw, wireframe, and get instant feedback on work-in-progress designs.
Dropbox is the world’s first smart workspace. We bring all your team’s content together while letting you use the tools you love. And we help cut through the clutter, surfacing what matters most.
Part spreadsheet, part database, and entirely flexible, teams use Airtable to organize their work, their way.

In order to address the lack of consistency in tools used for product creation and delivery at Omnitracs, I spearheaded the implementation of a comprehensive UX tool set. This initiative resulted in increased productivity across the organization, as well as improved clarity in communication and alignment with stakeholders. By providing a standardized set of tools, we established a shared vision and clear expectations, enhancing collaboration and trust within the UX department. This unified approach not only streamlined workflows and improved efficiency but also fostered innovation and enabled the delivery of exceptional user experiences. Through the establishment of a robust and reliable UX tool set, we transformed Omnitracs, paving the way for continued success and growth.
Keep conversations organized in Slack, the smart alternative to email.
This is used for customer calls and usability testing
Calendly helps you schedule meetings without the back-and-forth emails
Turn your designs into playable user flow diagrams that tell a story.
Handoff designs and styleguides with accurate specs, assets, code snippets—automatically.
Create, prototype, collaborate and turn your ideas into incredible products with the definitive platform for digital design.

Driving Design Thinking Adoption at Omnitracs

Design Thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.

Rolling out design thinking: Implementing design thinking at Omnitracs required addressing initial resistance rooted in the fear of disrupting established processes that had previously proven successful. To overcome this challenge, we opted for a gradual implementation approach, focusing on addressing key questions proactively rather than relying on postmortem analyses. Specifically, we emphasized understanding the user's context before and after engaging with the application or feature, ensuring a more holistic and user-centered perspective.

To facilitate a shift in mindset towards user-centered thinking, we conducted targeted workshops tailored to accommodate diverse processes within the organization. These workshops served as transformative spaces, fostering a culture of adaptability and openness to change. By instilling design thinking principles and methodologies through these workshops, we successfully promoted a more user-centric mindset across the company, enabling a greater emphasis on empathy, collaboration, and innovative problem-solving.

Through these efforts, we were able to introduce design thinking as a valuable approach at Omnitracs, driving positive change and empowering teams to deliver exceptional user experiences that align with customer needs and expectations.

Here are some examples of workshops that we implemented


OBJECTIVE: Communicate the current state and create consensus for milestones and plans.
WHAT: Team members and key stakeholders converge to understand the current state and build consensus for plans for an upcoming project.
Gather existing knowledge from clients or stakeholders.
Understand business requirements.
Build agreement across project supporters.


OBJECTIVE: Help a broad team or stakeholders understand and prioritize user needs before designing a solution.
WHAT: Designers, researchers and other stakeholders create a shared understanding of user needs before designing a solution.
Shift perspectives from features-first to users-first.
Gain clarity on user needs, motivations and behaviors.
Build empathy for users.
Foster shared ownership of a product or UX vision.


OBJECTIVE: Rapidly generate and discuss a wide set of ideas with a diverse group of attendees.
WHAT: Crossdisciplinarity team members gather to rapidly generate and discuss a wide set of Ideas from various perspectives.
Brainstorm ideas for a specific design challenge.
Broaden perspective beyond the design team.


OBJECTIVE: Build consensus on which features customers (or other stakeholders) value most and prioritize them.
WHAT: Team members and other key decision makers come together to decide which items are most Important and prioritize them.
Prioritize features In order to shape a product roadmap.
Understand which internal initiatives are most Important.
Balance feature overload or fight against scope creep.


OBJECTIVE: Ensure that design decisions align to user needs.
WHAT: Roles integral to the design process collaborate to analyze and Improve a design so that it meets Its objectives.
Understand how well designs support existing principles.
Evaluate designs or content with user needs as a lens.
Hear feedback from team members outside of design.


Driving miles in our customers shoes

We went on a ride along with our end-user of our infield device to see the ecosystem that it was part of. This was required for all designers to do on a quarterly basis not only going on the road but going into the back office to see how tracking of the drivers was handled with our software.

Software Pain Points
Job Pain Points
ELD - Electronica Logging Device
Driver personality
Driver community

Establishing a Design System for Consistent and Reusable UI Components

In 2018, we embarked on an initial endeavor to develop a shared library of UI components aimed at streamlining our workflow. However, this initiative remained partially implemented.

In the spring of 2019, we revisited the idea with renewed determination. We have made significant progress since then, reaching approximately 80% completion, and we continue to add new components to the system on a weekly basis. Throughout this journey, we encountered several challenges, including complexities associated with Sketch, the need to cater to a wide range of applications, and the importance of harmonizing with marketing efforts without encroaching on their domain.

By addressing these challenges head-on, we are paving the way for a comprehensive design system that ensures consistency and reusability of UI components across our organization. This system empowers our teams to work more efficiently, enhances collaboration, and establishes a cohesive visual language that resonates with our users.