Loadsmart Carrier Guide

Question

How to design a product to efficiently help carriers to succeed in their business and encourage them to adopt multiple carrier tools inside Loadsmart?

Solution

A single user experience that offers carriers better access to freight through a marketplace, managing their business with TMS, and optimizing cash flow with financial products.

Thinking of ways to monetize features based on contextual user needs is a good idea on how to increase user engagement.

Learning

This is a collaborative work with more designers in which I played the lead role as well as UX/UI design for in some parts. I can't share more info due to sensitive information.

The challenge I took

I currently lead all design efforts for the Loadsmart Carrier 1XP Group as we call it. And leading all design efforts for this group means that I am responsible for:

• Actively work as a Product Designer for one of the squads.

• Define strategy, current status, and future vision for the platform that was designed.

• Support other squads with the design practices (workshop facilitation, Ops, ensuring the UI/UX design quality… and so on).

And this C1XP is a group of people (and squads) that currently work for all the Loadsmart carrier products. The current C1XP organizational diagram looks like this:

Problems based on user and market research

Even before the C1XP group was formed - and the need for a One Stop Shop for carriers - we did intense internal and user research as well in order to map main problems that Loadsmart and small and midsized carriers were facing as well. The highlights are:
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For Loadsmart:

• There was a carrier features overlapping over the company - we were building multiple carrier products that do the same things.

• The use of one of our carrier products does not encourage the adoption of another.

• We don’t monetize carriers engagement in a meaningful way.

For carriers:

• They get squeezed by brokers and they don’t usually have access to shippers.

• They operate inefficiently, both in terms of load selection and internal operations.

• They do not have enough leverage to access the affordable financial products that large carriers have.

Going deeper on the diagnosis

• We do not have ways of monetizing engagement with our most popular Loadsmart carrier products.

• Not all of Loadsmart carriers get opportunities to work with shippers and increase their margins.

• Loadsmart spend too much on acquiring small carriers that will not use our TMS (named Kamion).

• Small and midsize carriers overall get overcharged by financial services providers.

Opportunity to move the needle

We mapped some company and market numbers that could give us parameters to move on:

How the carrier One Stop Shop platform looks like

Previous project

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Kamion powered by Loadsmart

Viva10

‍email.fernando.pereira@gmail.com

‍/linkedinfernandopereira

‍@f_pereira

This portfolio is always under construction and being designed by me.

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So give me the gift of your feedback and help me improve it. :)

Loadsmart CarrierGuide- An interconnected freight marketplace and software platform for small and midsized carriers.