DAT
/ Marketing Website Overhaul
A new website experience for the original industry leader in freight and analytics.
DAT
/ Marketing Website Overhaul
A new website experience for the original industry leader in freight and analytics.
DAT
/ Marketing Website Overhaul
A new website experience for the original industry leader in freight and analytics.
Overview
Overview
Overview
DAT has been at the cutting edge of the spot-market freight industry for 30+ years. Their products facilitate $150 billion in freight market transactions annually.
But recently, the competitive landscape has evolved, seeing companies enter what has historically been a slow-to-change market with new tech offerings and approaches. They had noticed that potential customers looking to sign up for products and services were consistently dropping out of the purchase funnel, confused by convoluted navigation and an overload of unorganized information.
// Our overhaul of DAT’s website immediately resulted in a 33% increase in customer acquisition and conversion.
TIMELINE
9 months
ROLE
Sr. Product Designer
PLATFORM
Website
responsibilities
UX & UI Design (Web)
Design Systems
Information Architecture
Art Direction
Content Strategy & Process
User Journey mapping
Wireframes & Prototyping
Cross-functional Collaboration
Team
3 Designers
10 Engineers
4 Stakeholders
2 Project Managers
2 Design Directors
Tools
Figma, Adobe Suite, Miro, Jira, Wordpress
STATUS
Launched
Challenge
Key Pain Points
High drop-out rates.
New brand guidelines had not been successfully implemented.
Their old site felt technical and out of date, they wanted to portray a modern, personable, and customer-focused brand.
The 300+ pages of their old site had inconsistent layouts and lacked information hierarchy, customers often got bogged down in the content.
Users had expressed confusion around the main navigation and site architecture.
Challenge
Key Pain Points
High drop-out rates.
New brand guidelines had not been successfully implemented.
Their old site felt technical and out of date, they wanted to portray a modern, personable, and customer-focused brand.
The 300+ pages of their old site had inconsistent layouts and lacked information hierarchy, customers often got bogged down in the content.
Users had expressed confusion around the main navigation and site architecture.
Challenge
Key Pain Points
High drop-out rates.
New brand guidelines had not been successfully implemented.
Their old site felt technical and out of date, they wanted to portray a modern, personable, and customer-focused brand.
The 300+ pages of their old site had inconsistent layouts and lacked information hierarchy, customers often got bogged down in the content.
Users had expressed confusion around the main navigation and site architecture.
Discovery
Usability audit
I kicked off the project with a usability audit that revealed outdated content, disjointed page flows, and inconsistent language across key parts of the site — particularly the feature comparison and sign-up experience. I also conducted competitive and aspirational audits to better understand how direct, indirect, and standout brands were approaching similar challenges.
These insights helped me identify key friction points and context gaps, guiding my next step: a complete restructuring of the site’s information architecture to create a more intuitive and user-friendly experience.
Information architecture
I developed multiple interaction models to explore how different structural approaches could support the brand’s desired positioning within the industry. From there, I overhauled the site’s navigation—redesigning the main menu and implementing UI best practices across key pages to improve clarity and flow.
To bring the new architecture to life, I created low-fidelity wireframes that introduced a streamlined, product-focused funnel aligned with user needs and business goals.
Discovery
Usability audit
I kicked off the project with a usability audit that revealed outdated content, disjointed page flows, and inconsistent language across key parts of the site — particularly the feature comparison and sign-up experience. I also conducted competitive and aspirational audits to better understand how direct, indirect, and standout brands were approaching similar challenges.
These insights helped me identify key friction points and context gaps, guiding my next step: a complete restructuring of the site’s information architecture to create a more intuitive and user-friendly experience.
Information architecture
I developed multiple interaction models to explore how different structural approaches could support the brand’s desired positioning within the industry. From there, I overhauled the site’s navigation—redesigning the main menu and implementing UI best practices across key pages to improve clarity and flow.
To bring the new architecture to life, I created low-fidelity wireframes that introduced a streamlined, product-focused funnel aligned with user needs and business goals.
Discovery
Usability audit
I kicked off the project with a usability audit that revealed outdated content, disjointed page flows, and inconsistent language across key parts of the site — particularly the feature comparison and sign-up experience. I also conducted competitive and aspirational audits to better understand how direct, indirect, and standout brands were approaching similar challenges.
These insights helped me identify key friction points and context gaps, guiding my next step: a complete restructuring of the site’s information architecture to create a more intuitive and user-friendly experience.
Information architecture
I developed multiple interaction models to explore how different structural approaches could support the brand’s desired positioning within the industry. From there, I overhauled the site’s navigation—redesigning the main menu and implementing UI best practices across key pages to improve clarity and flow.
To bring the new architecture to life, I created low-fidelity wireframes that introduced a streamlined, product-focused funnel aligned with user needs and business goals.
Design
A new design system
I led a visual refresh of the marketing site, bringing their previously unused brand guidelines to life. By introducing a warmer aesthetic, refined photography, and a more customer-centric content strategy, we delivered a streamlined, brand-authentic experience.The result was a flexible design system and a robust set of reusable web templates, enabling the DAT marketing team to quickly launch new pages while maintaining consistency and ease of management.
a new design process
To support content production at scale, I facilitated a collaborative workflow between product and marketing teams to track and manage copy and content updates across 300+ pages. This shared content strategy and backlog improved visibility, reduced bottlenecks, and is now the standard process for future site changes.
Design
A new design system
I led a visual refresh of the marketing site, bringing their previously unused brand guidelines to life. By introducing a warmer aesthetic, refined photography, and a more customer-centric content strategy, we delivered a streamlined, brand-authentic experience.The result was a flexible design system and a robust set of reusable web templates, enabling the DAT marketing team to quickly launch new pages while maintaining consistency and ease of management.
a new design process
To support content production at scale, I facilitated a collaborative workflow between product and marketing teams to track and manage copy and content updates across 300+ pages. This shared content strategy and backlog improved visibility, reduced bottlenecks, and is now the standard process for future site changes.
Design
A new design system
I led a visual refresh of the marketing site, bringing their previously unused brand guidelines to life. By introducing a warmer aesthetic, refined photography, and a more customer-centric content strategy, we delivered a streamlined, brand-authentic experience.The result was a flexible design system and a robust set of reusable web templates, enabling the DAT marketing team to quickly launch new pages while maintaining consistency and ease of management.
a new design process
To support content production at scale, I facilitated a collaborative workflow between product and marketing teams to track and manage copy and content updates across 300+ pages. This shared content strategy and backlog improved visibility, reduced bottlenecks, and is now the standard process for future site changes.
Development
cross-team collaboration
Working closely with engineering, I led the creation of a robust library of web templates that empowered the DAT marketing team to quickly spin up new pages with a cohesive, brand-authentic experience.
As the 300+ new pages moved into development, I partnered with engineers to run QA, redline inconsistencies, and ensure high-quality implementation across devices and screen sizes.
Development
cross-team collaboration
Working closely with engineering, I led the creation of a robust library of web templates that empowered the DAT marketing team to quickly spin up new pages with a cohesive, brand-authentic experience.
As the 300+ new pages moved into development, I partnered with engineers to run QA, redline inconsistencies, and ensure high-quality implementation across devices and screen sizes.
Development
cross-team collaboration
Working closely with engineering, I led the creation of a robust library of web templates that empowered the DAT marketing team to quickly spin up new pages with a cohesive, brand-authentic experience.
As the 300+ new pages moved into development, I partnered with engineers to run QA, redline inconsistencies, and ensure high-quality implementation across devices and screen sizes.
Outcome
impact
Our overhaul of DAT’s website led to a 33% increase in customer acquisition and conversion — a direct result of improved UX, clearer navigation, and a more authentic brand presentation.
Internally, the new design system and content strategy empowered marketing to launch updates more efficiently, streamlined cross-team collaboration, and created a scalable foundation for future growth. The site now reflects DAT’s identity with clarity, warmth, and a customer-first focus.
Outcome
impact
Our overhaul of DAT’s website led to a 33% increase in customer acquisition and conversion — a direct result of improved UX, clearer navigation, and a more authentic brand presentation.
Internally, the new design system and content strategy empowered marketing to launch updates more efficiently, streamlined cross-team collaboration, and created a scalable foundation for future growth. The site now reflects DAT’s identity with clarity, warmth, and a customer-first focus.
Outcome
impact
Our overhaul of DAT’s website led to a 33% increase in customer acquisition and conversion — a direct result of improved UX, clearer navigation, and a more authentic brand presentation.
Internally, the new design system and content strategy empowered marketing to launch updates more efficiently, streamlined cross-team collaboration, and created a scalable foundation for future growth. The site now reflects DAT’s identity with clarity, warmth, and a customer-first focus.
What the team said
“I appreciate the thoroughness that Amanda brings to a project. Amanda is a thoughtful and consistent collaborator who maintains a perspective of consistent growth for the project she is working on.”
Matthew Baranauskas
Executive Director of Design Strategy
“I feel that Amanda is always interested in what is best for the project and is always receptive to both internal and client feedback — this makes her a super strong collaborator who has a great sense of the trajectory and needs of the project.”
Sam Jeibmann
Executive Creative Director, Project lead
What the team said
“I appreciate the thoroughness that Amanda brings to a project. Amanda is a thoughtful and consistent collaborator who maintains a perspective of consistent growth for the project she is working on.”
Matthew Baranauskas
Executive Director of Design Strategy
“I feel that Amanda is always interested in what is best for the project and is always receptive to both internal and client feedback — this makes her a super strong collaborator who has a great sense of the trajectory and needs of the project.”
Sam Jeibmann
Executive Creative Director, Project lead
What the team said
“I appreciate the thoroughness that Amanda brings to a project. Amanda is a thoughtful and consistent collaborator who maintains a perspective of consistent growth for the project she is working on.”
Matthew Baranauskas
Executive Director of Design Strategy
“I feel that Amanda is always interested in what is best for the project and is always receptive to both internal and client feedback — this makes her a super strong collaborator who has a great sense of the trajectory and needs of the project.”
Sam Jeibmann
Executive Creative Director, Project lead
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