Addy Ruth — Principal / Staff Product Designer

Start with the experience.Make the technology earn its place.

Enterprise tools can’t hide the exceptions people are responsible for resolving.

In warehouse and logistics operations, people work across equipment conditions, shipments, incomplete records, and handoffs they didn’t choose. Hiding those dependencies can make a screen look simpler while leaving the actual decision harder.

I trace where work crosses people, equipment, and systems before deciding what should be shared, what needs local flexibility, and what can be automated. Sometimes the answer is a new workflow. Sometimes it's making the state, owner, or next action unmistakable.

The technology should serve the experience, not the other way around.

“You've got to start with the customer experience and work backwards to the technology.”

Steve Jobs · 1997

Explore the workspaces

From separate warehouse requests to a shared product direction, and from early freight prototypes to customer, carrier, and internal tools. Explore the decisions behind both workspaces.

Target Automation