Tex Software

Tex Software builds market-intelligence tools for the heavy-equipment industry. Its primary platform, Tex Intel, helps dealers, brokers, lenders, rental companies, and service businesses understand who owns what, locate buyers, find off-market equipment, track fleet changes, and explore regional markets through ownership data.

I worked with Joel Rowley on the Tex website over approximately six weeks. The project began as a rapid update to Tex's existing Astro site, focused on cleaning up its design language, improving readability, and creating greater consistency across the experience. As we learned more about the product and its audiences, the scope grew into a complete ground-up redesign.

For the full redesign, Joel led the creative direction and developed the brand system, including the identity, typography, logo treatments, and broader visual language. I led the UI design and design production, translating that direction into the pages, components, responsive layouts, and mobile interactions that made up the website. We explored more than 30 homepage concepts, using the homepage as a testing ground for how Tex could balance modern software, American heavy industry, and the practical culture of the people using its product.

The final direction combined bold typography, industrial photography, and technical grid patterns to position Tex as a modern software company that still felt connected to the heavy-equipment industry. I translated that direction into a reusable website system covering typography, spacing, navigation, content sections, feature cards, forms, calls to action, and audience-page layouts. That system became increasingly important as the project expanded from a website refresh into more than 20 desktop pages with supporting responsive designs.

One of the main challenges was explaining what Tex Intel actually did. It was not enough to describe it as a database or sales tool. The website needed to show how equipment intelligence could fit into someone's daily work. For the Tex Intel product page, I recreated key parts of the platform and designed demonstrations for five specific use cases, along with its market-mapping tools and Scout, an integrated AI assistant that works with Tex's equipment and ownership data.

Tex Intel serves six distinct audiences: dealers, rental companies, brokers, lenders, parts distributors, and mechanics. The homepage introduced the broader value of the platform, then guided visitors toward a page tailored to their role. Shared components kept these experiences consistent, while the messaging, imagery, benefits, and use cases changed to reflect each audience's priorities.

Regardless of the path someone took through the website, the user flow supported the same business goal: build enough understanding and trust for visitors to book a demo or contact the Tex team. Calls to action were placed throughout the experience so the next step was always clear.

Once the direction was close to established, we brought in a developer to turn the Figma system into the live website. I worked between Joel, the client, and our developer to prepare layouts, communicate responsive behavior, provide assets, review builds, and resolve inconsistencies between the designs and implementation. As the CONEXPO deadline approached and the workload expanded, we added more people to the project, including a separate designer who took ownership of Tex's event brochure.

The final result was a coordinated team effort across creative direction, UI design, content, development, and print. In six weeks, we took Tex from a limited website to a complete marketing system capable of explaining a complex product, speaking to multiple heavy-equipment audiences, supporting recruitment and customer stories, and representing the company at CONEXPO-CON/AGG in Las Vegas.