The digital transformation project for Day & Ross in Fredericton, Nova Scotia, was a significant undertaking aimed at revolutionizing their customer interactions and internal processes. The project's scope was comprehensive, encompassing the complete overhaul of their customer-facing website, a secure shipping and tracking client site, and an authenticated intranet employee portal. Each of these components required a new backend, an intuitive CMS, and a user experience centered on ease of use, efficiency, and scalability.
Leading a team of four designers, I spearheaded this ambitious project, which involved extensive on-site collaboration with Day & Ross stakeholders. Our approach was hands-on and immersive; we flew out weekly to engage in working sessions, feature workshops, and real-world user A/B testing. To gain deeper insights into the users' needs and the company's operations, we conducted driver ride-alongs and warehouse tours. This direct engagement was crucial in understanding the nuances of Day & Ross's services and user expectations.
Our primary goal was to deconstruct every user story and reorganize the digital touchpoints to be user-friendly, reduce cognitive load, and enhance overall aesthetics. To achieve this, we developed a comprehensive design system that branched into sub-systems tailored for each of the three websites. This approach ensured consistency, repeatability, and ease of use across the digital platforms.
As the design leader, my role extended beyond team management and creative direction. I was actively involved in coordinating with the cross-functional team and stakeholders daily, navigating the complex design operations required to simultaneously develop multiple streams. This involved constant communication, agile decision-making, and an adaptive approach to meet the evolving needs of the project.
The project culminated in a triumphant success, with the client and end-users expressing great satisfaction with the new sites. The transformation not only enhanced the user experience but also established a scalable and efficient digital foundation for Day & Ross. This accomplishment underlines my capability in leading large-scale digital transformations, showcasing my expertise in design operations, team collaboration, and stakeholder engagement – essential qualities for roles such as a creative director or design director.
© Brian Ross Design 2024