Marketplace Future Vision
A case study on transforming the Loadboard into a seamless marketplace for carriers.
Context:
The Loadboard is a dashboard for carriers to find the right freight to keep their trucks full. This project aimed to explore the existing carrier experience, untap new opportunities, and transform it into a marketplace by integrating it with the Shipper Guide tool.
Project Overview
Objective:
To create a seamless, integrated platform where carriers can find and manage freight from multiple sources, improving their efficiency and expanding their network.
Duration:
September 2022 - November 2022
My Role:
Led the design process, from research to prototyping, and collaborated with product managers and developers to align the vision with technical feasibility.
Conducted user research and competitive analysis.
Designed the prototype and defined the 5 pillars of the marketplace.
Facilitated workshops and presented findings to stakeholders.
Identified Problems:
Shipper Guide was not designed with the carrier experience in mind.
Limited research data on carrier needs and behaviors.
The Loadboard was focused on a niche market and lacked scalability.
No clear focus on how to highlight and mix loads from different sources.
Challenges
Questions We Wanted to Answer:
What are the unmet needs of carriers using Shipper Guide?
How can we improve the overall carrier experience?
How can we merge the Shipper Guide and Loadboard experiences?
Are carriers interested in Loadsmart's spot loads?
Revisiting Past Work:
I revisited old design work, such as the Design Sprint and Design Assessment, to reflect on past decisions and identify areas for improvement.
Process
Methods and Activities:
Surveys: To understand the current experience and the future of the marketplace.
User Interviews: To understand user needs and how to engage them with the tools.
Technical Exploration: Internal workshops and discoveries.
Competitive Benchmarking: Analysis of competitors and marketplaces from other industries (e.g., Google Flights, Amazon, etc.).
Prototyping and Design:
Created a prototype that served as a north star for the future of the marketplace, integrating loads from different sources and improving the user experience.
Solution
5 Pillars of the Marketplace:
Optimized Search: Provide carriers with the best load results that match their needs.
Leverage Recommendations: Suggest loads based on capacity, location, historical data, and user behavior.
Network Expansion: Allow carriers to find opportunities with new customers outside their network.
Market Data: Provide insights into market behavior for more informed decisions.
Cross-Product Experience: Create a seamless experience that integrates with other Loadsmart products.
Deliverables:
A deep understanding of the carrier experience and pain points.
A prioritized list of improvements and opportunities for the product.
A prototype that serves as a vision for the future marketplace.
Outcome
Impact:
The project laid the foundation for future improvements in the Loadboard and Shipper Guide integration, setting a clear direction for the product roadmap.
This project required me to understand complex business and technical problems, refining my problem-solving skills.
I improved my research methods, using new tools and creative approaches to access hard-to-reach stakeholders.
Thinking ahead about the future of the product was a unique and enriching experience.