Reduce loads allocation time by 20%
Overview
Problem
The operations team at Ofload faced significant challenges in efficiently matching carriers with available loads. The existing fulfillment flow was cumbersome, leading to delays in identifying suitable carriers. The key issues included difficulty in tracking frequent drivers, managing preferred carrier lists, and consolidating shipments. Additionally, the team struggled to co-load shipments from different shippers and lacked a system to flag carrier availability effectively.
Objectives
Increase efficiency in load matching:
Enable loads consolidation
Reduce the time it takes to match carriers with available loads.
Enhance the accuracy of carrier-load assignments to ensure timely deliveries.
Outcome
The revamped fulfillment flow led to notable improvements in operational efficiency and carrier satisfaction. Key metrics included:
Reduction loads consolidating time by 20%.
Increase in carrier utilisation: Carrier utilisation improved by 30%, ensuring more consistent work for preferred carriers.
Reduce the need for spreadsheet, all info and notes stored in the platform
My Role
I was the lead designer, collaborated with PM and developers.
My Process
Mapping current process flow
Understanding the needs of transport allocators
Define scope and feature prioritisation
Mid-fi prototyping, clickable prototype walk-thru & iterate
Finalise design, handoff & test
Analyse data, collect feedback for future iteration
1. Mapping current process flow
2. Understanding the needs of transport allocators
3. Define scope and feature prioritisation
I workshopped with stakeholders including PM, tech lead and managerial members of the operation team to align on the issues needed to be prioritised. “How might we” redesign the flow to help Taylor:
Allocate loads efficiently: Tylor can easily view and update load details, reducing time spent on administrative tasks.
User-friendly interface: A simple and intuitive interface ensures that Taylor can navigate the app effortlessly, saving time and reducing frustration.
Features that we will be focussing on:
Manual load consolidation
Carrier recommendation tool
4. Mid-fi prototyping & clickable prototype walk-thru
Before the workshop with the PM and tech team to discuss solution details, I created various versions in Figma, including a new process map incorporating the proposed features.
Interactive prototype walk-thru
Instead of usability testing, I did a waslk-thru of the new design with all transport allocators in the same room and get their initial feedback. Feedback from them:
Positive:
“Consolidating orders is now so intuitive. I love the visual interface that shows potential combinations. It’s helped us maximize truck capacity efficiently.”
The new matching algorithm for frequent drivers is a game-changer. It’s so much easier to ensure our preferred carriers are always considered first. This saves me a lot of time and hassle.
"For someone new to the team, the interface is quite user-friendly. The load matching process is straightforward and doesn’t require extensive training."
For improvement:
"I think the flagging feature for unavailable carriers could be more prominent. Maybe a color-coded system or larger icons would help it stand out more."
"I’d like to see an option for advanced filtering when searching for lanes and carriers. Sometimes, we need to narrow down options quickly based on specific criteria."
Design system
The design system was built based on MUI. MUI has an extensive set of pre-designed components allowed us to accelerate the development process, reducing the time needed to create common UI elements from scratch.
Optimise for desktop, focus on displaying information in the most efficient way.
5. Finalise the design and handoff
Learning
Ship messy:
Solving complex problems often means accepting that not everything can be perfect right away. Striving for perfection can delay development and increase user frustration. Sometimes, it's better to release a "messy" version rather than delay indefinitely. During feature prioritisation workshops with stakeholders, defining the scope is crucial. This helps align the team, stick to agreed-upon goals, and avoid scope creep.
Working together with product and tech:
Aligning tech, product, and design teams is challenging, especially under time constraints. We had to move quickly, which inevitably led to some tech and design debt. Balancing user needs with the product vision was essential, even though it sometimes meant making difficult trade-offs.
Design with pragmatism:
While modern aesthetics are tempting, it's important to focus on the actual value they add. Designing with pragmatism ensures that decisions are based on functionality and user needs, rather than just appearance.