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My Role
Worked as a UX designer with a team of 5 members in an agile process including scrum master, developers and backend team.
Platforms & Tools Used
Sketch - Design
JIRA - Management and monitoring progress
InVision - Prototyping
Miro - Brainstorming and discussions
Duration
2 years
OVERVIEW
Rubik Logistics (alias name) is a leading provider of freight transportation,
primarily less-than-truckload (LTL) and truck brokerage.
It uses cloud-based platform powered by their transportation management system
and uses machine learning to become continually more efficient.
52,000
shippers can use truck capacity
provided by logistics management
99%
postal codes covered
in North America
40,000
employees working to keep logistics related services updated
GOALS
Understand the business requirements and customer needs by
identifying the gaps in the existing digital freight management platform.
Proposed features should cater existing customer problems and improve
quarterly revenue by onboarding new customers.
Design should be user and developer friendly.
UNDERSTANDING USER's NEED
We were in a constrained environment when it comes to research, most of the methods are already in place
and used as a standard by client team and we deal with just design related changes
Sometimes back on pushing harder on research part, they shared with us some of the recordings they used to have
over phone calls while talking to customers and collecting feedback about their services.
They have recently started to conduct some of the interviews over
online meeting services and shared some of the links with us.
After going through it, we tried to identify gaps by writing facts shared by users
to narrow down their pain points using Affinity Mapping technique given below
DEFINING PROBLEM STATEMENT
After going through internal discussion and sharing findings from affinity mapping,
we wanted to define our problems and concluded following details
using HMW (How Might We) technique -
Insight 01:
Customer face excessive administrative overhead on bringing new users to business pipeline.
HMW 01:
How might we improve lengthy manual document process to save user time while onboarding them.
Insight 02:
Increased downtime in customers shipment delivery services due to lack of on-time payment process.
HMW 02:
How might we increase confidence among customers to make their online transactions easy and transparent.
Insight 03:
Lack of instant quote pricing and shipment details and too many calls routine for bulk deliveries.
HMW 03:
How might we encourage customers to interact more on online quote filling details and reduce their time spent on call logs.
LET's DesIGN
The approach was quite clear after HMW method and we started
with narrowing down user flow and proposed related screen design solution.
We went through lots of high fidelity screens iterations and then some random close
to deadline day, screens were approved sharing the same here
01 - Introduction to guest user experience with easy sign up approach.
02 - Digital online payment checkout process with hybrid manual approach.
03 - Improving existing quote pricing feature.
SIGN UP AND GUEST USER EXPERIENCE TASK FLOW & SCREENS
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1.
Basic details ask with a
2-clicks form sign up to keep interaction quick and easy.
2.
Proper form design elements interaction to keep each state clear.
3.
Keeping user informed to make quick
selection as
per freight
needs.
4.
Proper check to
inform user with their existing account details
to prevent false
account creation
5.
We also made sure to keep most underrated email template design to be enhanced with proper communication and visual hierarchy.
6.
To make environment user friendly
we provided guest with a glimpse
of welcome section along with features.
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7.
More than 20 pages long forms have been analysed and then Guest registration form was divided into three main sections -
Company Info, Billing Info, Payment Method and was made crisp with all proper interaction visibility to keep user engaged.
DIGITAL PAYMENT METHOD USER TASK FLOW & SCREENS
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Case Scenario - Before Digital Payment
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Case Scenario - After Digital Payment
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1.
Now there is an option to pay using your saved credit card with one click or pay using credit balance provided based on agreement for hybrid approach.
2.
Digital Cards can be edited, removed and new ones can be added. Design was kept simple and some components were bit changed to
maintain it similar to third parties API due to limitations and we paid
attention to error-handling too.
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INCREASING USER ENGAGEMENT ON QUOTES PRICING SCREEN
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2.
Later we find out that it becomes tough for users to make selection
when carrier list is too long. To make their decision choice easier
we introduced ML based carrier choice based on user past orders
with better rates option known as Top Recommendations.
1.
Quick and few steps away quote search form that helps users
to pick carrier of their choice in a very simple manner.
OUTCOMES
We were ready to roll off something new to our customers after several layers of iterations
and some initial level of selected user testing by client research team and continuous fine tuning of mockups based on their feedback led to some incredible results.
grew net
revenue by
132%
top 20 customers increased their volume by
45%
on digital platform number of customers got increased by
300%
Above results are not just drawn by digital platform alone
but there is lot behind management opening warehouses increasing truck network capacity and lots more.
We simply added something more to the customer experience and provided some glimpse to you
but the journey still continued to bring more on the table of user to enhance their experience.
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