Trucknet

Product designer

Brio 2016 - 2017
Trucknet mockup assembly

About the Project

Trucknet provides fleet management companies with a cloud-based transport optimization platform that delivers innovative freight exchange to improve efficiency and profitability while reducing environmental costs. I w platform for Israeli freight companies, designed to connect empty trucks with available bookings on their return route.

My Role

As part of my work at Brio interaction Design ltd. I led the product design process, which included user interviews and observations, planning the system architecture, designing the flows that allowed truck companies to outsource booked orders, and characterizing the voice and tone of the product.
the goal
Creating a simple and convenient communication platform between freight companies to maximize truck utilization.
The challenge
Fit into forepersons’ existing work procedures, which are based on personal connections.
the plan
men touring in almond field
Understanding the users
Naturalistic observations and user interviews
Mapping user journeys
Reviewing current tools and practices
Product architecture
Reorganization of the entire system to support the users' mental model
Design
Solving the main flows to facilitate the booking process
Set a tone and voice
Adjust the microcopy to create a unique product voice that will fit the forepersons' daily conversations.
research
Understanding the users
I started by visiting leading Israeli freight companies to observe the foreperson's daily routine. I discovered a few things:
Stressful work environment
These freight companies overbook jobs as a habit. The forepersons are measured based on optimal fleet utilization. So it's a major win if they manage to book a return ride instead of returning an empty truck. The original Trucknet system, which I redesigned, wasn’t helping them enough.
Trucknet original system
Complex systems
The operations software is very complex, with multiple screens, buttons, and input fields. They are very cluttered and not at all user friendly. Each foreperson is highly proficient with the primary task he needs to get done. They are entirely unfamiliar with the other parts of the system. 
Trucknet competitors interface 1Trucknet competitors interface 2
Personal connections are key
The forepersons communicated using a WhatsApp group. Everything is based on the friendly ties, which is evident in the very informal tone they use. On the downside, there is no filtering or a way to track messages.  
Trucknet example of Whatsapp communication
research
Mapping user journeys
As part of the redesign, I mapped the current user journeys - with and without the Trucknet system. This surfaced significant flaws and vulnerabilities, which I took under consideration in the redesign.
Trucknet User journey
Product architecture
Re-imagining the system architecture
The first thing I took on was the system's architecture. It was evident from mapping the user journeys that the current architecture caused disorientation. The section names were not intuitive, so I renamed sections using terminology I encountered during the observations . 
Trucknet architecture
design
Rethinking the main screen
in the first version of the product, the main screen presented the company's existing bookings for the day. however, the foreperson uses a management tool that already provides this information. I decided the app's main screen should present suggestions for return rides the foreperson can book, based on the existing booking he has.
Trucknet job offers listTrucknet job offer options
Maintaining user orientation
in the first version of the product, the main screen presented the company's existing bookings for the day. however, the foreperson uses a management tool that already provides this information. I decided the app's main screen should present suggestions for return rides the foreperson can book, based on the existing booking he has.
Trucknet my rides
Speaking the same language
The microcopy had a significant part in the redesign process. As it was clear that the forepersons' communication is very personal, I wanted the system to fit in. All messages maintained a very down-to-earth friendly tone to remove barriers and facilitate adoption.
Assembly of Trucknet microcopy examples
Also, I used the microcopy as a way to lighten up a long and complex registration process. 
Trucknet registration process
reflections
What I’ve learned
This project was a combination of different UX strategies that lead to a product-market fit. The new architecture combined with the microcopy and the design that was based on the user journeys came together to create an app that offered real value to the users.
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© Carmel Arad 2021