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
