LANDSTAR
A project to 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
THE PROBLEM
Drivers needed a seamless way to search available loads, maximize profit based on time and distance, and stay updated while making the shipment.
Driving a semi-truck with large shipments is a difficult process. The drivers needed a simpler way to search and book loads while actively working. This meant it needed to all be possible on their mobile app.
The current system in place was lacking in features that were common in other applications, although not as prevalent in the trucking world. These common and useful features such as mobile agent chats and favorite loads could help drive business for the truckers and increase overall profits.
HIGH LEVEL TIMELINE
Agile framework to release updates and iterations immediately
MAKE OF THE TEAM
I'm a paragraph. Click here to add your own text and edit me.
KEY GOAL
User focused research to provide the best customer experience
MY ROLE
As the 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.
I worked across a series of teams to uncover insight into the user's needs. This means working closely with the Developers, PM's, and business owners to understand product features for each portion of the application. We collaborated to establish a clear goal and define our critical steps through data points and critical analysis.
Based on the insight I gained through user research, I created wireframes and prototypes to share the vision, design principles, and content strategy. This led to thoughtful ideas, team alignment and decision making throughout the process.
UNDERSTANDING THE USER
The target user for the application are the truck drivers who drive for Landstar.
I spent a large majority of time meeting with long time Landstar agents to learn first hand experience on what the users ask for and report as top pain points. User surveys where critical in gaining client facing feedback
During this process, many questions came up to help fuel ideation. A few key examples include;
-
What was the existing process for booking loads like?
-
What pain points were identified?
-
What data is most important to see right away?
-
How many clicks did it take a user to complete a task?
User Journey
This User Journey was used to demonstrate a user searching for a load, comparing logistics, booking a load, picking up a load, and delivering the load.
BREAKING DOWN THE PROCESS
The process evolved through user research, rapid wireframing, team refinement workshops, and fully clickable prototypes.
The deliverables for this project included; User Personas, User Flows, Journey Maps, Wireframes, and Prototypes.
The wireframes and prototypes were completed entirely in Figma.
THESE WERE SOME MAJOR LEARNINGS OR POINTS WE WANTED TO CALL OUT
33% Less Clicks
The redesign of the search and book a load process was reduced to 33% less clicks on average. As one of our main goals, reducing average clicks increases the user success rate.
4.7 Rating
The LandstarOne App increased in customer satisfaction in the Apple App store. We used this data as an additional means of measuring our success rate at the end of the project.
4 New Features
A total of 4 new features were planned for this phase of the project. A Fuel Search feature, Connect with an Agent, Locate Inspection Sites, and Favorite Searches.
KPIs
Customer satisfaction (CSAT)
Task success rate
Time-on-task
Search vs navigation
User error rate
Future
As a part of the future plans for the application more features will be added and improved to maintain an agile work environment.
TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
Spending 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 and the companies business.
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.