Load Portal by Landstar

The Landstar One App is home to multiple functions catering to over 10,000 BCO's (Truck Drivers) every day to allow loads to be shipped from some of the industry's largest companies all over the country.

Client

Landstar

Date

2022

Category

Transportation

Deliverables

User Personas

User Flow

Journey Map

A/B Testing

Wireframes

Prototype

KPIs 

LandstarOne App
Load Portal Key Features​
  • Access thousands of load opportunities with Landstar Load Search
  • Streamline the booking process with important load details including revenue, rate per mile, load dates and times, weight, miles, load age, and load comments available right in the app

MY ROLE

As the sole in-house lead UX designer for Landstar, my responsibilities were to hold all new designs to our established design system while updating elements to match best practices and meet ADA compliance guidelines.

Ideation

I worked across a series of teams to uncover insight into the user's needs. 

Strategy & Vision

I created wireframes and prototypes to share the vision, design principles, and content strategy. This led to thoughtful ideas, team alignment and decision making.

Coordination

I worked closely with the Developers, PM's, and business owners to translate product features for each portion of the application.

Planning & Scope Definition

I worked with my team to establish a clear goal and define our critical steps through data points and critical analysis. 

The goal of the smart city is to  allow residents and guests to utilize services that will provide a better quality of life, but also provide a framework to achieve a more sustainable and safer environment.

The goal of the smart city is to  allow residents and guests to utilize services that will provide a better quality of life, but also provide a framework to achieve a more sustainable and safer environment.

High Fidelity Prototype 

Architecting The Flow 

To establish the user flow, I designed and lead creative thinking workshops with my team (PM, Devs, Business Owners) and the company's stakeholders to get a full understanding of the user's needs. This activity was completed in Figma for optimal collaboration among the group.  ​

Questions During Ideation

  • What would the user what to accomplish the most on the road?

  • How much time would the user dedicate to preforming an action?

Visual Design

​Since Landstar has an established design system, it was critical that my designs fit within those requirements. The goal was to push those designs to the next level of simplicity and ease of use.

Action Items

  • Identify user end goal

  • Choose a critical path

  • Define entry points

  • Identify success metrics -

  • Time to Completion  2. Number of Clicks

  • Define the steps the user will take in between.

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DEFINING THE CHALLENGES

The user needs a way to find loads to pick up while they were active on the road.

The Need

This process was completed in an agile framework. The weekly schedules consisted of daily stand-ups and refinement meetings with our team (PM, Devs, QA, and Stakeholders). I worked on this project as the Lead Designer in charge of the UX/UI, advocating for the user needs, meeting with our research team to discuss BCO needs, and presenting to the stakeholders for overall approval of the design.

The Target User

​I spent a large majority of time meeting with long time Landstar employees to learn first hand experience on what the users ask for and report as painpoints.

  • Real-time details on available loads

  • Minimal Clicks per Task

  • Simplicity of Use

Questions to Enhance Ideation

  • What was the existing process for booking loads like?

  • What pain points were identified?

  • What data is most important to see right away?

Actions To Define The Need

I conducted User Research to determine current pain points in our current app I used our research data to identify key pain points throughout the booking process.

Target User Characteristics

  • On the road working

  • Not Tech Focused

  • Familiarity is important

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THE APPROACH

User Goal​
As a user, I need a way to filter for available loads that match my specific search criteria.

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User Goal​

As a user, I need a way to easily see load details. 

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FINDING THE RHYTHM

Road Blocks 

Understanding the user was a major road block at first. Coming from a different design background and not being familiar with the truck driver's routines, needs, and wants made for a slow and rather rough start.

Areas of Improvement

Spending more time speaking with truck drivers if possible or finding more ways to gain insight into their daily lives could help the process of understanding what could benefit their business.

THE OUTCOME

Behavioural KPIs

System Usability Scale (SUS)

Net Promoter Score (NPS)

Customer satisfaction (CSAT)

Attitudinal KPIs

  • Task success rate

  • Time-on-task

  • Search vs navigation

  • User error rate

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Prototype

Action - Accessing Load Details

The clickable prototype was designed in Figma.

Prototype Link

Action - Searching Available Load

The clickable prototype was designed in Figma.

Prototype Link