3PL LOGISTICS
Connecting customer, carrier, and broker workflows so each team could make informed decisions and keep freight moving.
From first designer to UX Lead.
Strive set out to differentiate its freight brokerage through technology. I joined as its first designer and helped turn that ambition into customer-facing, carrier-facing, and internal products.
For much of my time there, I worked as both designer and developer, creating interfaces and functional prototypes directly. As the organization grew into Redwood Logistics, my responsibilities expanded to UX leadership, front-end direction, and coordinating design, development, and QA.
Established UX and front-end direction as the company expanded its logistics products.
Designed and developed interactive HTML/CSS/JavaScript prototypes to make early product ideas tangible for executives and investors.
Personally built a customer portal that connected multiple vendor deliveries to installation readiness.
Connected design, development, and QA while managing external developers delivering customer and carrier portals.
One shipment. Three working perspectives. Customers, brokers, and carriers interact with the same freight movement but make different decisions with different information.
Working directly with code and QA gave me continuity from design decisions into functioning product.
Interactive design, development, and integration.
QA, validation, and issue resolution.
Live customer, carrier, and broker applications.
Customers need to book shipments, track arrivals, and decide whether downstream work can proceed. A delivery scan does not necessarily mean installation readiness.
Brokers balance customer needs, carrier options, rate discussions, and exception handling. A ranked match is one input into a decision.
Carriers evaluate rates, capacity, equipment, lanes, and return direction before taking work. Current preferences matter alongside historic patterns.
Select a case study to explore the problem, field perspective, investigation, and design response.
“I need to know if everything arrived before sending a technician.”
Transportation status did not always reflect installation readiness. Coordinators needed to know which vendor deliveries, paperwork, or items were still missing.
Connect delivery information to readiness decisions so teams can plan installation work from the same reliable operating picture.
See the Ready-to-Install case study“I want a better rate than that.”
Trusted carriers could complete straightforward bookings directly, but rate changes and complex loads still needed broker support.
Use Book Now for straightforward carrier acceptance while keeping negotiation and exceptions within the broader representative-supported workflow.
See the Self-Service Booking case study“I don’t run that route anymore.”
Ranking alone could not account for changed lanes, current constraints, customer preferences, or broker knowledge.
Support ranked recommendations with visible context and broker control, rather than treating a score as the decision.
See the Carrier Matching case studyAcross Ready-to-Install, Self-Service Booking, and Carrier Matching, the recurring challenge was giving people the right information and control at the moment a decision needed to happen. Shipment tracking alone couldn't establish installation readiness, routine acceptance didn't always require broker intervention, and a highly ranked carrier wasn't necessarily the right choice. Each investigation addressed a different gap between system information and practical action. Together, they demonstrate how interconnected logistics experiences can reduce unnecessary handoffs while preserving human judgment where it matters.
I worked from visual design and front-end development through prototyping, release coordination, and research.
Producing UI patterns, assets, prototypes, and graphics.
Building interactive interfaces and functioning demonstrations.
Working directly in the application stack and with implementation teams.
Interpreting workflow needs and testing product directions.
