A WORKFLOW MODIFICATION WHICH STREAMLINES THE LOAD PLANNING PROCESS FOR DRIVERS AND PLANNERS.
Carrier 360 by J.B. Hunt is a web and mobile based app which allows fleet owner-operators, manager, and/or drivers to operate efficiently by allowing for purchasing loads for transport, planning that load on the appropriate resource (truck, driver, or both), and provide scheduling capabilities for their entire operation.
- Research - 3 Sprints
- Design - 3 Sprints
- Dev - 3 Sprints
- User Research
- User Experience
Through analytics, the team was able to identify an increase in abandonment during the load process checkout over a 12-month period prior to this project. The most interesting aspect of our findings was that the users choosing to find an alternative platform had already successfully bought and booked a load for transport. We in turn reached out to many of those individuals in hopes of gaining more concrete insight and we’ve discovered the following:
- Majority of users found it frustrating to purchase additional loads which aligned with their intended planning.
- By the time users engaged with the existing workflow to seek additional loads, they were already purchased by other companies.
- Since the desired loads were already purchased, they turned to alternative methods of find loads which would better serve their planning time line.
- They were using alternative software to manage all of their information from the various methods and not Carrier360 exclusively.
With this information, UX designers and researchers conducted brainstorming sessions with areas of the business which best support these companies to uncover any additional pain points from their perspective. The result of these sessions yielded the following aspects of a strategy for addressing the issue(s):
- Harness additional load information from the loadboard in a way which would allow additional visibility for users.
- Allow the users to efficiently build a load plan within the app for their resource(s).
- Keep them engaged with the existing flow without having to start over.
With these things in mind, the general consensus was that modifications to the “Loadboard” and “In Transit” pages within the app would best address the user issues in both the short and long-term
- When the user looks at the extended details of a load, they will be met with a new visual entry point which indicates whether or not there are reloads available at the previous loads destination before booking.
- The reloads are presented based upon the original parameters which the user searched for the initial load.
The Modified loadboard > Preview
- When the user clicks on the “Preview” link, they will then be met with a series of five reloads which are the best suggestions.
- They will also be met with a “View All Reloads” button with the accompanying number where they are able to search in a full loadboard view.
The Modified loadboard > Preview > no Reloads
- In the event that there are no reloads available, the user is then presented with the “Post My Truck” button which allows them to post their truck as an available resource to move loads (either for company or for rent by another company).
- The user can adjust their initial search parameters in hopes of receiving successful reload options.
- “In Transit” loads are those successfully purchased and planned by users for transport. The status of each load is updated based upon activity in relation to it reaching its intended destination.
- Users are presented with an entry point to view available reloads either at the destination or within a 50 mile radius of the destination.
My loads > In Transit > Reloads
My loads > In Transit > Reloads > no reloads
- When the in transit loads dont have any reloads available, the user will be presented with the “Go To Loadboard” button which will allow them to engage with a brand new search.
The majority of participants had no issue in the discovery or understanding the intention behind the new feature. There were a few whom got slightly confused about the new naming convention but we were able to support them in understanding the intention quickly. There were no abandonments when tasked with navigating the wireframes and prototypes during each testing session.
- Page abandonment decreased by 25% within the first month of release.
- Providing the ability to book additional loads seamlessly within the app increased overall conversions by 15% within the first quarter of release (+$15M).
- 10% Increase in overall transactions within the 1st year of implementation (4.8 Billion).
- These efforts lent itself to additional discovery and integration with other apps within the J.B. Hunt ecosystem (Load Planning and Empty Planning)