RUSH ENTERPRISES — B2B FINANCIAL IMPACT
B2B Optimization: Driving a 19.79% Increase in Service Revenue.
The Challenge
Rush Enterprises—the nation’s largest commercial trucking fleet with $6 billion in annual revenue—had a complex digital ecosystem that was underperforming. The service and parts ordering experience was fragmented, creating friction for fleet managers and reducing conversion rates across critical B2B workflows.
The challenge extended beyond UX: this project required direct alignment with the CTO and CFO to ensure that design decisions were tied to financial outcomes the executive team cared about.
The Approach
I led the UX optimization effort with a focus on simplifying complex B2B service workflows. Through extensive stakeholder alignment sessions with the CTO and CFO, I established clear success metrics tied directly to revenue—not just user satisfaction scores. Every design decision was framed in the language of the balance sheet.
The redesigned experience streamlined the parts ordering and service scheduling workflows, reducing time-to-completion and increasing average order values. The result was a 19.79% increase in service revenue and an additional $300K in parts/service revenue—proof that UX is a direct lever for financial performance.
Stakeholder Alignment
Aligned UX improvements with technical infrastructure modernization and API-first architecture.
Tied every design initiative to measurable financial KPIs, ensuring ROI visibility at the executive level.
Simplified complex ordering workflows based on contextual user research in real operational environments.