Timeline
2024 03-05
2024 03-05
2024 03-05
Role
Product Designer
Product Designer
Product Designer
Service
Web Design
User Experience Design
& Research
User Interface Design
Web Design
User Experience Design
& Research
User Interface Design
Web Design
User Experience Design
& Research
User Interface Design
Team
3 Designers (Me)
1 Developer
1 Product Manager
3 Designers (Me)
1 Developer
1 Product Manager
3 Designers (Me)
1 Developer
1 Product Manager
DrayEasy FTL & LTL
DrayEasy FTL & LTL
DrayEasy FTL & LTL
DrayEasy is a B2B SaaS logistics platform specializing in trucking services, including Drayage, full-truckload (FTL), and less-than-truckload (LTL), across North America. It offers real-time pricing for routes and transportation solutions.
The project goal was to transition the FTL & LTL route search and booking process from one-on-one email-based service to platform-based service on website. This shift aimed to simplify the process, minimize mistakes from manual handling, and enhance information transparency. The existing product faced several challenges, including low utilization and incomplete information, which caused users to mistakenly perceive the platform as offering only Drayage services, leading to customer attrition. This project was driven by DrayEasy's urgent need to move the FTL & LTL service online to tackle inefficiencies revealed by the company's growing scale.
DrayEasy is a B2B SaaS logistics platform specializing in trucking services, including Drayage, full-truckload (FTL), and less-than-truckload (LTL), across North America. It offers real-time pricing for routes and transportation solutions.
The project goal was to transition the FTL & LTL route search and booking process from one-on-one email-based service to platform-based service on website. This shift aimed to simplify the process, minimize mistakes from manual handling, and enhance information transparency. The existing product faced several challenges, including low utilization and incomplete information, which caused users to mistakenly perceive the platform as offering only Drayage services, leading to customer attrition. This project was driven by DrayEasy's urgent need to move the FTL & LTL service online to tackle inefficiencies revealed by the company's growing scale.
DrayEasy is a B2B SaaS logistics platform specializing in trucking services, including Drayage, full-truckload (FTL), and less-than-truckload (LTL), across North America. It offers real-time pricing for routes and transportation solutions.
The project goal was to transition the FTL & LTL route search and booking process from one-on-one email-based service to platform-based service on website. This shift aimed to simplify the process, minimize mistakes from manual handling, and enhance information transparency. The existing product faced several challenges, including low utilization and incomplete information, which caused users to mistakenly perceive the platform as offering only Drayage services, leading to customer attrition. This project was driven by DrayEasy's urgent need to move the FTL & LTL service online to tackle inefficiencies revealed by the company's growing scale.
View Site
View Site
View Site
Context
DrayEasy is a logistics company focused on "last mile" truck transportation.
DrayEasy’s Services Include
DrayEasy’s Services Include
DrayEasy’s Services Include
Full-truckload (FTL)
Shipping where an entire truck is used exclusively for one shipment.
Shipping where an entire truck is used exclusively for one shipment.
Shipping where an entire truck is used exclusively for one shipment.
Less-than-truckload (LTL)
Shipping where multiple shipments share space on the same truck.
Shipping where multiple shipments share space on the same truck.
Shipping where multiple shipments share space on the same truck.
Drayage
Short-distance transport of goods, typically between ports, warehouses, or distribution centers.
Short-distance transport of goods, typically between ports, warehouses, or distribution centers.
Short-distance transport of goods, typically between ports, warehouses, or distribution centers.
Result – The First Month of Launch
Result – The First Month of Launch
67%
67%
67%
Increased Order Value
Increased Order Value
Increased Order Value
70%
70%
70%
Reducing in email orders
Reducing in email orders
Reducing in email orders
1.2K
1.2K
1.2K
Attracted New Users
Attracted New Users
Attracted New Users
Problem & Goal
Problem & Goal
DrayEasy's current FTL and LTL order process relies on clients initiating contact via merchandise website, followed by manual communication through emails to handle route inquiries and order placements on a one-on-one basis.
As the business scales, this approach has revealed significant inefficiencies. The business team aims to move the order process to the DrayEasy web platform to enable freight forwarders to search for the best FTL/LTL rates and easily place orders.
DrayEasy's current FTL and LTL order process relies on clients initiating contact via merchandise website, followed by manual communication through emails to handle route inquiries and order placements on a one-on-one basis.
As the business scales, this approach has revealed significant inefficiencies. The business team aims to move the order process to the DrayEasy web platform to enable freight forwarders to search for the best FTL/LTL rates and easily place orders.
DrayEasy's current FTL and LTL order process relies on clients initiating contact via merchandise website, followed by manual communication through emails to handle route inquiries and order placements on a one-on-one basis.
As the business scales, this approach has revealed significant inefficiencies. The business team aims to move the order process to the DrayEasy web platform to enable freight forwarders to search for the best FTL/LTL rates and easily place orders.
User Research
& Pain Points
User Research & Pain Points
User Research
& Pain Points
In this project, we conducted user interviews with six current clients and four potential clients to understand their needs and pain points. The feedback highlighted four major issues and three key expectations:
Issues:
In this project, we conducted user interviews with six current clients and four potential clients to understand their needs and pain points. The feedback highlighted four major issues and three key expectations:
Issues:
In this project, we conducted user interviews with six current clients and four potential clients to understand their needs and pain points. The feedback highlighted four major issues and three key expectations:
Issues:
1.
1.
1.
Long timeline for inquiries and waiting for responses.
Long timeline for inquiries and waiting for responses.
Long timeline for inquiries and waiting for responses.
2.
2.
2.
Complicated booking process.
Complicated booking process.
Complicated booking process.
3.
3.
3.
Easy to make mistakes when filling information.
Easy to make mistakes when filling information.
Easy to make mistakes when filling information.
4.
4.
4.
Lack of transparency in freight pricing due to fluctuations, hidden fees, or unexpected charges.
Lack of transparency in freight pricing due to fluctuations, hidden fees, or unexpected charges.
Lack of transparency in freight pricing due to fluctuations, hidden fees, or unexpected charges.
Expectations:
Expectations:
Expectations:
1.
1.
1.
Transparent and comparable pricing.
Transparent and comparable pricing.
Transparent and comparable pricing.
2.
2.
2.
Simplified information input process.
Simplified information input process.
Simplified information input process.
3.
3.
3.
Clear control over booking status and payments.
Clear control over booking status and payments.
Clear control over booking status and payments.
These insights reveal the gap between existing product services and user expectations, guiding and supporting the focus of our design.
These insights reveal the gap between existing product services and user expectations, guiding and supporting the focus of our design.
These insights reveal the gap between existing product services and user expectations, guiding and supporting the focus of our design.
Current Product
Problem
Current Product Problem
Based on customer feedback, we conducted an internal review of the existing Drayage module’s Searching and Booking design.
First, there is a low screen efficiency, with extensive information displayed in an unclear hierarchy. This increases cognitive load for users, making it difficult to quickly grasp key details.
Additionally, the multi-step booking process requires users to input correct information at each step to proceed, making it challenging to grasp the overall complexity, leading to a higher dropout rate.
Based on customer feedback, we conducted an internal review of the existing Drayage module’s Searching and Booking design.
First, there is a low screen efficiency, with extensive information displayed in an unclear hierarchy. This increases cognitive load for users, making it difficult to quickly grasp key details.
Additionally, the multi-step booking process requires users to input correct information at each step to proceed, making it challenging to grasp the overall complexity, leading to a higher dropout rate.
Based on customer feedback, we conducted an internal review of the existing Drayage module’s Searching and Booking design.
First, there is a low screen efficiency, with extensive information displayed in an unclear hierarchy. This increases cognitive load for users, making it difficult to quickly grasp key details.
Additionally, the multi-step booking process requires users to input correct information at each step to proceed, making it challenging to grasp the overall complexity, leading to a higher dropout rate.
Identify the key issues need to be addressed in this update
Key Challenges to Address
Key Challenges to Address
Through the research and analysis, along with discussions with the project manager, we identified four core challenges as the goal to be addressed in this project:
Through the research and analysis, along with discussions with the project manager, we identified four core challenges as the goal to be addressed in this project:
Through the research and analysis, along with discussions with the project manager, we identified four core challenges as the goal to be addressed in this project:
1.
1.
1.
Compared to full truckload (FTL) and drayage, the search function for less-than-truckload (LTL) requires many additional information input modules
Compared to full truckload (FTL) and drayage, the search function for less-than-truckload (LTL) requires many additional information input modules
Compared to full truckload (FTL) and drayage, the search function for less-than-truckload (LTL) requires many additional information input modules
2.
2.
2.
The booking process is complex and fragmented
The booking process is complex and fragmented
The booking process is complex and fragmented
3.
3.
3.
Price display and operators are unclear, giving users limited choice
Price display and operators are unclear, giving users limited choice
Price display and operators are unclear, giving users limited choice
4.
4.
4.
Lack of guidance during the filling process, requiring users to understand and calculate on their own, which increases their learning burden and error rate
Lack of guidance during the filling process, requiring users to understand and calculate on their own, which increases their learning burden and error rate
Lack of guidance during the filling process, requiring users to understand and calculate on their own, which increases their learning burden and error rate
Brainstorming
Brainstorming
Brainstorming
The brainstorming session helped us quickly gather ideas. We formulated four 'How Might We' (HMW) questions and grouped the ideas into potential solutions.
The brainstorming session helped us quickly gather ideas. We formulated four 'How Might We' (HMW) questions and grouped the ideas into potential solutions.
The brainstorming session helped us quickly gather ideas. We formulated four 'How Might We' (HMW) questions and grouped the ideas into potential solutions.
Design Solution
Design Solution
Design Solution
Optimize the less-than-truckload (LTL) search layout: Reassess the layout of the LTL search while ensure consistency
Revamp the input process: Change the step-by-step filling to a scrollable layout and reorganize the information modules
Highlight price details: Emphasize price details and insurance information, and allow users to double-check
Add assistance features: Add AI Auto-fill, Pallet Calculator, Item Book, and Address Book as support features
Optimize the less-than-truckload (LTL) search layout: Reassess the layout of the LTL search while ensure consistency
Revamp the input process: Change the step-by-step filling to a scrollable layout and reorganize the information modules
Highlight price details: Emphasize price details and insurance information, and allow users to double-check
Add assistance features: Add AI Auto-fill, Pallet Calculator, Item Book, and Address Book as support features
Optimize the less-than-truckload (LTL) search layout: Reassess the layout of the LTL search while ensure consistency
Revamp the input process: Change the step-by-step filling to a scrollable layout and reorganize the information modules
Highlight price details: Emphasize price details and insurance information, and allow users to double-check
Add assistance features: Add AI Auto-fill, Pallet Calculator, Item Book, and Address Book as support features
User Flow
User Flow
User Flow
To better address the issues, we started by focusing on the logic and designed a new user flows for FTL and LTL functionalities.
To better address the issues, we started by focusing on the logic and designed a new user flows for FTL and LTL functionalities.
To better address the issues, we started by focusing on the logic and designed a new user flows for FTL and LTL functionalities.
Design Decision
Design Decision
Reevaluate the Layout of Search
Reevaluate the Layout of Search
Design Decision
Design Decision
Redesign Information Structure of Search Results
Redesign Information Structure of Search Results
Design Decision
Design Decision
Redesign Booking Process
Redesign Booking Process
Design Decision
Design Decision
Detail Adjustments
Detail Adjustments
Detail Adjustments
Highlight Features
Highlight Features
Highlight Features
Instant quote comparison
Instant quote comparison
Instant quote comparison
Just enter pickup and delivery locations to get time-insensitive price and price fluctuations over a 2 week period
Just enter pickup and delivery locations to get time-insensitive price and price fluctuations over a 2 week period
Just enter pickup and delivery locations to get time-insensitive price and price fluctuations over a 2 week period
Information auto-fill
Information auto-fill
Information auto-fill
AI analyzes documents or text to assist with auto-filling information
AI analyzes documents or text to assist with auto-filling information
AI analyzes documents or text to assist with auto-filling information
Pallet Calculator
Pallet Calculator
Pallet Calculator
The Pallet Calculator helps users quickly estimate commodity information, offering a one-stop, efficient filling process that reduces errors
The Pallet Calculator helps users quickly estimate commodity information, offering a one-stop, efficient filling process that reduces errors
The Pallet Calculator helps users quickly estimate commodity information, offering a one-stop, efficient filling process that reduces errors
Item Book
Item Book
Item Book
Add items efficiently from item book
Add items efficiently from item book
Add items efficiently from item book
LTL booking process
LTL booking process
LTL booking process
Simple and clear information entry steps
Simple and clear information entry steps
Simple and clear information entry steps
Order confirmation
Order confirmation
Order confirmation
Information review and acknowledgment
Information review and acknowledgment
Information review and acknowledgment
Next Steps
Next Steps
Next Steps
Continuously track post-launch data
Continuously collecting and analyzing user feedback to make ongoing improvements based on user experience and needs.
Continuously track post-launch data
Continuously collecting and analyzing user feedback to make ongoing improvements based on user experience and needs.
Continuously track post-launch data
Continuously collecting and analyzing user feedback to make ongoing improvements based on user experience and needs.
Conduct further competitive analysis to identify breakthroughs
We have analyzed 7 competitors in this round of product upgrades, covering both domestic and international products. Moving forward, we will continue competitive analysis with the goal of enhancing DrayEasy's product value.
Conduct further competitive analysis to identify breakthroughs
We have analyzed 7 competitors in this round of product upgrades, covering both domestic and international products. Moving forward, we will continue competitive analysis with the goal of enhancing DrayEasy's product value.
Conduct further competitive analysis to identify breakthroughs
We have analyzed 7 competitors in this round of product upgrades, covering both domestic and international products. Moving forward, we will continue competitive analysis with the goal of enhancing DrayEasy's product value.
Takeaways
Takeaways
Takeaways
Faced with diverse demands, take a holistic approach to prioritize effectively
When receiving numerous diverse demands from various stakeholders (such as users, product teams, developing teams, and business teams), it is crucial to adopt a holistic approach, evaluating their alignment with key objectives and their feasibility within current constraints, in order to prioritize their implementation effectively.
Faced with diverse demands, take a holistic approach to prioritize effectively
When receiving numerous diverse demands from various stakeholders (such as users, product teams, developing teams, and business teams), it is crucial to adopt a holistic approach, evaluating their alignment with key objectives and their feasibility within current constraints, in order to prioritize their implementation effectively.
Faced with diverse demands, take a holistic approach to prioritize effectively
When receiving numerous diverse demands from various stakeholders (such as users, product teams, developing teams, and business teams), it is crucial to adopt a holistic approach, evaluating their alignment with key objectives and their feasibility within current constraints, in order to prioritize their implementation effectively.
Equally prioritize communication with business teams and users
In B2B projects, designers must deeply understand the business context and maintain frequent communication with the business team, which is equally as important as engaging with users.
Equally prioritize communication with business teams and users
In B2B projects, designers must deeply understand the business context and maintain frequent communication with the business team, which is equally as important as engaging with users.
Equally prioritize communication with business teams and users
In B2B projects, designers must deeply understand the business context and maintain frequent communication with the business team, which is equally as important as engaging with users.