Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Design research | UI/UX Design
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To eliminate time usage on onboarding, communications, locating resources, and organizing database in a remote work environment for startups.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Design research | UI/UX Design
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To eliminate time usage on onboarding, communications, locating resources, and organizing database in a remote work environment for startups.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Design research | UI/UX Design
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To understand the complex identities of freight carriers and redesign an internal carrier profile page to improve the carrier-facing operator’s service and experience.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
Project
Overview
CHALLENGE
To eliminate time usage on onboarding, communications, locating resources, and organizing database in a remote work environment for startups.
PROJECT TYPE
Product Design | Product Management
Uber Freight - Internal Carrier Page Redesign
*This project is under an NDA; some details are not available.
CLIENT
Uber Freight
TIME FRAME
10 Weeks
[Mar. - June. 2023]
MY ROLE
User interviews | Analysis & Synthesis | User testing | User Flow Design | UI Design
TEAM MEMBERS
Sue Kim | Qixuan Mai | Pablo Sounak | Sherry Xu | Shaobo Zhang
This is a piece of extensive work~ please view on a computer for a better reading experience :)
BACKGROUND
BACKGROUND
OUR CHALLENGE
OUR CHALLENGE
To understand different roles they play at work and the different types of customers they serve. Looking at the internal tool specifically, how might we elevate the carrier-facing operator’s service and experience by redesigning the internal carrier profile page?
To understand different roles they play at work and the different types of customers they serve. Looking at the internal tool specifically, how might we elevate the carrier-facing operator’s service and experience by redesigning the internal carrier profile page?
ABOUT UBER FREIGHT
ABOUT UBER FREIGHT
Uber Freight is a platform and service that helps carriers and shippers of all sizes in taking charge of their freight and accomplishing their objectives. It is one of the largest logistics and transportation networks in the world.
Uber Freight is a platform and service that helps carriers and shippers of all sizes in taking charge of their freight and accomplishing their objectives. It is one of the largest logistics and transportation networks in the world.
ABOUT THE INTERNAL TOOL
ABOUT THE INTERNAL TOOL
As a B2B business, freight service involves a lot of interaction between the staff and the customers. People who are working at Uber Freight are currently using a set of CRM tools to help them manage their customers. These tools are essential in their daily workflow that act as source of truth, communication tools, and problem-solving space.
As a B2B business, freight service involves a lot of interaction between the staff and the customers. People who are working at Uber Freight are currently using a set of CRM tools to help them manage their customers. These tools are essential in their daily workflow that act as source of truth, communication tools, and problem-solving space.
THE PROCESS OVERVIEW
Week 1
Week 6
Week 10
Research: Understand the Business and the Service
Research: Understand the Business and the Service
Freight Business Onboarding
Market Research
Carriers Research & Analysis
Initial User Interviews
Research Synthesis
Service Blueprint
Freight Business Onboarding
Market Research
Carriers Research & Analysis
Initial User Interviews
Research Synthesis
Service Blueprint
Mid-term Design Critique
Mid-term Design Critique
Service Blueprint
User Personas
Insights & Pain points
Information Architecture
Early Design Direction
Service Blueprint
User Personas
Insights & Pain points
Information Architecture
Early Design Direction
Design & Iterate: Prototype Concepts and Iterate
Design & Iterate: Prototype Concepts and Iterate
Information Architecture
Low-fi Prototypes
User Testing Interviews
Findings Synthesis
7 Diff. Versions Hi-fi Prototypes
Hand-off Presentation to Client
Information Architecture
Low-fi Prototypes
User Testing Interviews
Findings Synthesis
7 Diff. Versions Hi-fi Prototypes
Hand-off Presentation to Client
Week 1
Week 6
Week 10
DESIGN OUTCOME
1
Performance Scorecard
2
User Data & Preferences
Click to view
3
Fixed Side Bar Design
Click to view
Aggregating and visualizing carrier’s statistics that are stored in other internal tools, all in one place. Decreasing the steps that need to take for making decisions.
RESEARCH: UNDERSTAND THE CUSTOMERS - THE CARRIERS
Uber Freight mainly focuses on 3PL freight business where the supply chain usually involves:
Uber Freight mainly focuses on 3PL freight business where the supply chain usually involves:
Shipper
Shipper
A person or a company that organizes and sends goods to the receiver
A person or a company that organizes and sends goods to the receiver
Brokerage (Uber Freight)
Brokerage (Uber Freight)
The middleman that connects the shippers and the carriers
The middleman that connects the shippers and the carriers
Receiver
Receiver
A person or a company that receives goods from the shipper
A person or a company that receives goods from the shipper
Carrier
Carrier
“A truck with a driver” that transports loads from point A to point B
“A truck with a driver” that transports loads from point A to point B
Owner-operator
Small Fleet
Large Operator
Extra Large
CATEGORIES
CATEGORIES
Rate-driven
Load-driven
Flexibility-driven
Routine-driven
PERSONAS
Further details are not available under NDA
RESEARCH: UNDERSTAND THE USERS - USER PERSONAS
ALEX C.
Client Success Team
Age: 28
Age: 28
Location: San Francisco, CA
Education: Bachelor
Employment Status: Full time
KEY CUSTOMERS
KEY CUSTOMERS
Dispatchers
Dispatchers
Shippers & Receivers
Shippers & Receivers
GOALS
GOALS
Ensure satisfaction from the carriers, the shippers, and the receivers;
Build long-term relationships with clients;
Focus on sales and performance;
Ensure satisfaction from the carriers, the shippers, and the receivers;
Build long-term relationships with clients;
Focus on sales and performance;
TOOLS
TOOLS
Internal Tool
PAIN POINTS
PAIN POINTS
Communication with other team
Keeping up with industry trends
Time management
Dealing with unexpected issues
Communication with other team
Keeping up with industry trends
Time management
Dealing with unexpected issues
Kelin G.
Customer Service team
Age: 30
Location: Chicago, IL
Education: Bachelor
Employment Status: Full time
KEY CUSTOMERS
KEY CUSTOMERS
Dispatchers
Dispatchers
Drivers
Drivers
GOALS
GOALS
Provide excellent customer support for carriers in a timely manner;
Access information as quickly as possible when needed;
Resolve tickets coming through Zendesk;
Provide excellent customer support for carriers in a timely manner;
Access information as quickly as possible when needed;
Resolve tickets coming through Zendesk;
TOOLS
TOOLS
Internal Tool
PAIN POINTS
PAIN POINTS
Communication with other team
Information gap
Limited history loads for reference
Communication with other team
Information gap
Limited history loads for reference
SYNTHESIS: UNDERSTAND THE SERVICE
Service Blueprint: After conducting the initial interviews with the teams, we have a better understanding a service from start to end looks like. Base on the information we synthesized, we constructed a service blueprint in order to put the two teams together in one journey, so that our redesigned tool can help the teams serve their customers well.
SYNTHESIS: INSIGHTS
INSIGHT 1
INSIGHT 1
Carrier profile page works as a secondary resource for the teams to acquire information that cannot be found in their primary resources.
Carrier profile page works as a secondary resource for the teams to acquire information that cannot be found in their primary resources.
The interviewees reported that they don’t utilize the carrier profile page much unless they cannot find a piece of information from the other tools such as Salesforce and Zendesk.
The interviewees reported that they don’t utilize the carrier profile page much unless they cannot find a piece of information from the other tools such as Salesforce and Zendesk.
INSIGHT 2
INSIGHT 2
Teams have a lot of work spaces and need to jump between different platforms.
Teams have a lot of work spaces and need to jump between different platforms.
Generally, a team needs to work with 2-3 tools that handle different information of the carriers which creates a lot of friction in their workflow.
Generally, a team needs to work with 2-3 tools that handle different information of the carriers which creates a lot of friction in their workflow.
INSIGHT 3
INSIGHT 3
It’s unclear whether a carrier has been assigned to committed loads that are being managed by certain representatives.
It’s unclear whether a carrier has been assigned to committed loads that are being managed by certain representatives.
Usually, bigger carriers are assigned with certain representatives who handle their loads and issues consistently. This information is not clearly defined on the carrier profile page.
Usually, bigger carriers are assigned with certain representatives who handle their loads and issues consistently. This information is not clearly defined on the carrier profile page.
INSIGHT 4
INSIGHT 4
The team doesn’t have an accessible and comprehensive analysis on a specific carrier to facilitate load assignment.
The team doesn’t have an accessible and comprehensive analysis on a specific carrier to facilitate load assignment.
Currently, the client success team utilizes Salesforce and a prospecting tool in their internal system to analyze the carrier’s performance.
Currently, the client success team utilizes Salesforce and a prospecting tool in their internal system to analyze the carrier’s performance.
ACTIONS
INFORMATION
TOOLS
PAIN POINT 1
Jumping between different platforms create a lot of friction in teams’ workflow.
PAIN POINT 2
The time-on-task is long, requiring users to make several clicks to find the information.
DEFINE DESIGN DIRECTION
After identifying pain points that the Uber Freight team is currently experiencing, we would like to create an integrated carrier profile page that acts as a “source of truth” for carriers. This will potentially decrease their time on task, increase the likelihood of using the carrier profile page and increase work efficiency in helping their customers.
How might we decrease time-on-task, and increase usage of carrier profile page?
How might we decrease time-on-task, and increase usage of carrier profile page?
DESIGN: INFORMATION ARCHITECTURE
DESIGN: LAYOUT
For the layout design, we would like to separate the interface into “scrollable section” and “sticky section”. From our synthesis, we found out that the shared goal for both teams is accessing basic information about the carriers, and separated goals in different details about the carriers.
For the layout design, we would like to separate the interface into “scrollable section” and “sticky section”. From our synthesis, we found out that the shared goal for both teams is accessing basic information about the carriers, and separated goals in different details about the carriers.
Layout 1
Layout 2
DESIGN: LAYOUT 1
CRITIQUE
This layout makes carrier’s basic information (i.e. the mostly needed information for both teams) more accessible and visible. The tabs design decrease the clicks needed for current interface. However, the sticky banner takes up too much space that is not needed and decrease the visibility of other content sections. Therefore, we redesigned it and iterated it to the second layout.
This layout makes carrier’s basic information (i.e. the mostly needed information for both teams) more accessible and visible. The tabs design decrease the clicks needed for current interface. However, the sticky banner takes up too much space that is not needed and decrease the visibility of other content sections. Therefore, we redesigned it and iterated it to the second layout.
DESIGN: LAYOUT 2
CRITIQUE
Iterating based on the Layout 1, we moved the “Carrier Basic Information” to the side since desktop height is a good amount to display carrier’s basic information. The right side of the display includes the three frequent-used tabs. In v1, we designed the performance card in away that displays both “Stats” and “Graphs” at the same time to visualize data for the client success team. We iterated it into “Stats” only in preview and “Graphs” in expanded view to decrease the placement of this section and allow more space for other sections such as Preferences and Tags.
Iterating based on the Layout 1, we moved the “Carrier Basic Information” to the side since desktop height is a good amount to display carrier’s basic information. The right side of the display includes the three frequent-used tabs. In v1, we designed the performance card in away that displays both “Stats” and “Graphs” at the same time to visualize data for the client success team. We iterated it into “Stats” only in preview and “Graphs” in expanded view to decrease the placement of this section and allow more space for other sections such as Preferences and Tags.
USER TESTING
6 PARTICIPANTS
6 PARTICIPANTS
Occupation: Uber Freight Carrier Sales Team & Acquisition Team
Occupation: Uber Freight Carrier Sales Team & Acquisition Team
Race & Ethnicity: African American / White
Race & Ethnicity: African American / White
Employment Status: Full time (30 hours+) & Part time
Employment Status: Full time (30 hours+) & Part time
Key Activities:
Browsing the carrier profile page without any assistance
Thinking-out-loud when navigating all the sections
Magic wand for further development
Key Activities:
Browsing the carrier profile page without any assistance
Thinking-out-loud when navigating all the sections
Magic wand for further development
Notes taken during the testing
Affinity Map: During synthesis, we used affinity mapping to analyze our users’ navigation patterns and their opinions on different sections.
*Blurred for NDA reason
FINAL DESIGN
NEXT STEPS
Refine performance scorecard with more usable metrics and display of data through longer period of usability testings.
Set up a periodic verification and document expiry reminders for carriers.
Set up an advanced search and filtering features.
Refine performance scorecard with more usable metrics and display of data through longer period of usability testings.
Set up a periodic verification and document expiry reminders for carriers.
Set up an advanced search and filtering features.
KEY TAKEAWAYS
KEY TAKEAWAYS
The essence of designing B2B product is understanding the business: Designing for B2B product is a brand new experience for me, so is the freight business. Learning about the company, their vision, their customers, different freight business models, different types of carriers, etc are all very essential for designers in order to design a usable product for the company to serve its customers better.
Design critique is a low-cost but efficient step in design process: Our design has gone through several rounds of design critiques that involve not only our instructor, but also designer and researcher from our client. Comparing to user testing and concept validation interviews with target users, designers can bring in many valuable insights and utilize their “design eyesight” in critiquing our designs which are more efficient.
Never belittle any design challenge: The challenge didn’t look attractive at all at the very beginning. It seems very trivial and it seems like our design wouldn’t make much of a difference. However, as we dived deeper, we found out every touchpoint on a page can affect the teams' decision-making process, so even small tweaks can have a big impact on how the teams interact with the page and ultimately serve their customers.
The essence of designing B2B product is understanding the business: Designing for B2B product is a brand new experience for me, so is the freight business. Learning about the company, their vision, their customers, different freight business models, different types of carriers, etc are all very essential for designers in order to design a usable product for the company to serve its customers better.
Design critique is a low-cost but efficient step in design process: Our design has gone through several rounds of design critiques that involve not only our instructor, but also designer and researcher from our client. Comparing to user testing and concept validation interviews with target users, designers can bring in many valuable insights and utilize their “design eyesight” in critiquing our designs which are more efficient.
Never belittle any design challenge: The challenge didn’t look attractive at all at the very beginning. It seems very trivial and it seems like our design wouldn’t make much of a difference. However, as we dived deeper, we found out every touchpoint on a page can affect the teams' decision-making process, so even small tweaks can have a big impact on how the teams interact with the page and ultimately serve their customers.
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