Onfleet

The challenge

Dispatchers, drivers, and end customers all need a different view of the same constantly moving reality. A dispatcher is orchestrating dozens of routes; a driver needs the next stop and nothing else; the person waiting on a delivery just wants to know when it will arrive.

Onfleet's challenge was to make all of that feel simple without hiding the power that operations teams depend on — the classic tension between depth and clarity.

The approach

I designed and scaled Onfleet's entire product surface — the driver app, the dispatch dashboard, end-user tracking, and the business analytics layer — so each audience got exactly the view it needed without fragmenting the product.

Alongside the core platform, I led design on premium add-ons built from 0 to 1, opening new revenue streams while keeping the experience cohesive across every role.

• Driver app focused on the single next action
• Dispatch dashboard for orchestrating routes at scale
• Real-time end-user tracking experience
• Business analytics and premium feature add-ons

The outcome

Design became a core reason customers chose and stayed with Onfleet — fueling 15× valuation growth and a 35% lift in NPS as the company scaled.

Ivan helped build Onfleet from the ground up, positioning Onfleet as the most user-friendly, well-designed delivery software on the market. He found ways to overcome the significant challenge of making a complex product seem simple and intuitive. — Khaled Naim, CEO, Onfleet

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In detail

Onfleet launched in 2015 and led the rise of on-demand delivery services from ground zero – SoMa in San Francisco. At the heart of these services lies a significant challenge: managing and optimizing the complexity of last-mile delivery. Onfleet started out as a tiny team of 5 and is currently a leader in this space valued at $400M boasting over a 100 employees worldwide.

We were brought in to redesign the UX and UI of Onfleet's Analytics, Dispatch Dashboard, and Mobile Apps for Couriers, as well as to incorporate key features to expand into new revenue streams.

The challenge was to design an intuitive, efficient, and scalable platform that not only appealed to hundreds of small on-demand delivery startups but also their founders. On top of it a key task was integrating new premium features that enhance the delivery management process and Onfleet's bottomline.

Our approach was to fully understand the existing product's users – so we took to the streets and met with our clients. By thoroughly dissecting the current product usage and gathering insights from couriers, managers and end customers we were able to identify pain points and areas of opportunity for Onfleet.

Dispatch Dashboard Overhaul:
We completely revamped the Dispatch Dashboard, enhancing the visual hierarchy and intuitiveness, to allow dispatchers to quickly assign and track deliveries, thus improving overall operational efficiency.

Mobile App Refinement:
We designed the Mobile App with couriers in mind, focusing on ease of use, accessibility, and the provision of necessary information at a glance.

New Feature Integration:
We successfully integrated new features, including Multi-Org Affiliation, premium Org Chat, and Route Optimization, without compromising the product's usability.