Building a High-Impact Design Org in AI-Powered Logistics
Company
Terminal Industries
Category
Logistics, AI
Stage
Seed Funded ($35 million)
Role
VP of Design (Brand and Product)
I was the first design hire at Terminal: No product, no team, no brand. In under two years, I shaped the product strategy, launched our V1 platform, built a high-performing design org, and helped position the company as a market leader.
About
Terminal was a bold idea: an AI-driven logistics platform with no UI, team, or roadmap. I joined early, reporting directly to the CEO, owning product design, brand, and hiring. My role: turn vision into reality, fast and make it scale.
The Mission
Build the industry’s first Yard Operating System by digitizing gate operations, asset movement, and task orchestration. Our users weren’t tech-native, so the product needed to be powerful and immediately useful, without complexity getting in the way.
From First Designer to Strategic Leader
Product and UI/UX Design
Defined workflows for leading features gate check-in, trailer inventory, and task orchestration: 95% adoption rate with little to no product training.
Brand and Positioning
Created a groundbreaking brand that helped Terminal standout and instill trust as an industry leader.
