DAT Solutions was founded in 1978 as Dial-A-Truck by Al Jubitz, a Portland, Oregon truck stop owner. Although they became an industry leading software company, they were burdened with technical debt and outdated products. Urgently needing to modernize and create an app suite, we knew we had to streamline collaboration and fast track delivery to market. We started by working with product to design a new app suite and ended up transforming the entire corporate image of an outdated software company to a trusted industry leader.
We integrated product and brand using the identifiable language within the app suite. A new company logo was designed with updated sub brand treatments, lifestyle imagery, and a unifying color and iconography system.
Research allowed us to gain a broader understanding of user expectations. Customer testing fed journey maps, flow diagrams, information architecture, wireframes, mockups, prototypes, and other materials. We also took part in the competitive analysis needed to create new strategic marketing designed to resonate with targeted segments.
A mobile first, enterprise-wide branding initiative was key to growth and innovation across product, marketing, customer support, and sales. Updated and integrated software stacks, combined with modern frameworks and improved UX and UI, created a dramatic and steady surge in overall network volume and conversion rates.
We redesigned and rebuilt all corporate web properties into an updated CMS with a properly integrated CRM and social platform. This resulted in enhanced organic SEO, higher open rates, increased landing page conversions, lower PPC spend, and an overall improvement in efficiency.
Collaborating with teams of passionate and talented creatives, engineers, product managers, and stakeholders, I designed and directed the development of web and app media assets, presentation decks, marketing collateral, and more.
We trained and mentored cross-functional teams in the use of our new corporate website/cms, digital asset management system, and presentation set. This included updated hero banners, lifestyle imagery, and infographics matched to product iconography.
Trade shows, conferences, and sales retreats continue to be an important part of allowing customers to see product updates and meet the leadership and sales team. This event package created for the Executive Symposium Pinehurst Resort meetings is an example of the many branded experiences we designed each year.
We optimized the sales funnel to drive conversions and ultimately ROI on products and services, while creating an innovative and easy-to-use SaaS product suite. DAT now provides transportation professionals with an effective way to do business across the broad logistics ecosystem.