As lead product designer, I designed and scaled Onfleet's full delivery platform and shipped premium add-ons from 0 to 1 — helping position it as the most user-friendly last-mile software on the market.
15+ years across Onfleet, Blue Origin, Ancestry, and Carta — now helping small businesses turn design into measurable growth.
What focused, user-centered design did for Onfleet over three years as lead product designer.
Design helped position Onfleet as the category's most user-friendly platform as the business scaled.
Clearer, calmer workflows turned a dense operational tool into one customers genuinely liked using.
Shipped new premium features from scratch that opened up additional revenue streams.
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.
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.
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.”
A few more projects where user-centered design moved real numbers across fintech, SaaS, and consumer.
Bringing one design language to a sprawling engineering org.
More than 20 front-end developers were building in silos, each reinventing the same patterns across in-house tools.
Built the Blue Kit design system to unify those teams under one system, and redesigned Jules — an internal suite of ERPs and PLMs — for usability and satisfaction.
Delivered a 5-year design-system roadmap projected to save roughly $1.1M annually in front-end costs.
Turning DNA science into a product people love to explore.
Ancestry needed a brand-new DNA Traits product and a Family Search experience that could attract a younger demographic.
Designed Ancestry DNA Traits from 0 to 1 and redesigned Family Search around a more modern, approachable experience.
Drove Ancestry DNA to the #1 spot on Amazon and tripled holiday-week web traffic.
Design as a retention lever, not a coat of paint.
Airbrake's error-monitoring product was losing customers to confusion and friction in the core workflow.
Redesigned Airbrake end-to-end with a sharp focus on clarity, daily-use ergonomics, and the moments that made developers churn.
Cut churn by 24% and, alongside leadership, drove 30% year-over-year revenue growth across three years.
If you're scaling a complex product and need design to be a growth lever, tell me what you're building — or grab a 30-minute slot directly on my calendar.
Pick a time that works for you.