Story
Rduce helps logistics companies meet EU sustainability rules: calculate emissions, buy offsets, generate compliance certificates.
As regulations tightened, fleet operators struggled to track vehicles, calculate carbon, and keep documentation in order. Non-compliance risk went up. So did operational overhead.
Lead product designer from day one. I designed the web app: fleet management, offset purchases, certification workflows. Worked with founders and engineers to cut complexity and make compliance something teams could actually manage.
What this project teaches
Compliance is a painkiller
Lenny's archive separates vitamins from painkillers. A regulation with a deadline is the second kind: fleet operators do not want a carbon tool, they want to stop being at risk. The product leads with the certificate, not the dashboard.
Make the complex workflow short
Calculate, offset, certify. The web app turned fleet tracking, carbon math, and documentation into one sequence a non-specialist can finish.
Design in the founding loop
The lead designer sat with founders and engineers from day one, so complexity was cut at the requirement stage instead of being hidden in the interface later.