A tale of two audiences
During our initial research, we found that shippers and carriers have different goals, values, and cultures, but they are interdependent. Therefore, we decided to design the shipper and carrier journeys separately. For each audience, we conducted user research to create personas and mapped their journeys.
We also performed tree testing and card sorting exercises to understand their mental models and naming conventions. Finally, we designed prototypes and tested them for marketing, mobile, and self-service products.
Resonating with no non-sense flexibility
The creative definition used a different approach. I focused our attention on market differentiation and reducing the gap between how Schneider perceived themselves (large and safe) and what their customers needed (flexibility and adaptability).
I aimed for a user experience that was both straightforward and adaptable. We separated the audience journeys while providing access to practical tools. The tone is friendly and open but gets to the point with a no-nonsense attitude.
Great products & experiences for everyone
The shipper's web experience has improved significantly, transforming from passive brochureware to an active lead generation machine. This transformation was made possible by implementing highly actionable Product Details Pages (PDP), integrating educational content, introducing lead scoring, and offering user-friendly self-serve services.
Carriers can now register, book loads, manage bills, educate themselves according to their experience level, and even buy or lease trucks through an easier-to-use integrated service.
We also designed the UX of FreightPower, an online marketplace for shipping management. Shippers can now quote, book, and track loads in real time, while carrier dispatchers can find loads, manage lanes, and assign drivers. Drivers can also easily update their status using a new mobile app.
