Designing from the Driver’s Cabin: Why Context Matters

My journey took me to the heart of Salinas, CA, where I found myself at the nearest warehouse. Here, I had the privilege of meeting with several truck drivers in the confines of their truck cabins, as they patiently awaited their loads. My mission was clear - I wanted to comprehend the intricacies of their daily routines, to witness firsthand how they interacted with the current app, and to gauge their reactions to testing the prototype of my newly redesigned app.

My field study uncovered several key findings that would reshape my design process:

Confusing Sign Up Process I identified that the signup process was a source of confusion for our users, indicating a need for a more streamlined onboarding experience.

Clarity Through Context I realized that some of our onboarding instructions could have been made clearer by providing context. This highlighted the importance of guiding users with relevant information.

Communication Preferences Drivers expressed a strong dislike for phone calls and instead preferred nonintrusive, asynchronous communication methods, emphasizing the need for effective communication channels.

Time Efficiency Drivers conveyed their frustration with long wait times, viewing it as an inefficient use of their valuable time. Many expressed a desire to spend more time with their families instead.

Backhaul Load Booking Drivers sought to avoid empty return trips and expressed a strong need for the ability to book backhaul loads efficiently.

Beyond the product-specific findings, my ethnographic study imparted invaluable insights into broader themes:

Early Error Identification Taking my prototypes into the real world provided me with the opportunity to identify areas for improvement and rectify mistakes early in the design process, minimizing the risk of launching a less impactful product.

Team Alignment Involving team members from diverse disciplines, including leadership team, product managers, and engineers, ensured alignment, enriched our decision-making processes, and facilitated a shared understanding of our mission.

Universal Applicability My field study demonstrated the value of designing within context, applicable across various use cases and products. Whether designing for drivers, shippers, or operations teams, placing early prototypes in the hands of real users and stress-testing use cases proved effective in keeping end-users' needs at the forefront throughout the design process.

Created Journey Maps and UX visualization to showcase the steps a driver takes from sign-up to load management to payments. Personas were created with information gathered from user interviews. The activity helped in identifying the most important functionality and needs of the drivers.

User Flow Diagrams Created user flow diagrams to map out the steps involved in each process, ensuring a logical and intuitive app structure.

Wireframes Developed wireframes for each screen and interaction, focusing on simplicity and ease of use.

Interactive Prototypes Created interactive prototypes using ProtoPie, allowing for user testing and validation of the app's usability.

Streamlined sign-up process with minimal information required. Drivers can complete their profiles with essential details such as license, insurance, and contact information.

Drivers can search for available loads based on location, distance, and cargo type. Load details include information about the facility, pickup/delivery times, and payment terms.

Drivers can place bids on loads or directly book available loads. Drivers receive real-time notifications to inform about the status of their bids and bookings.

At any time users can manage their booked loads

The app offers a comprehensive step-by-step guide designed to assist drivers in efficiently managing their trips. This guide encompasses various aspects such as navigation, strategic fuel stops, and well-timed rest breaks, ensuring a smooth and optimized journey. Furthermore, the app seamlessly integrates GPS technology, providing drivers with real-time route updates and valuable checkin-in check-out information at facilities. 

Within the app, drivers have the convenience of confirming the successful delivery of a load. Once the delivery is confirmed, automated notifications are promptly sent to the load provider, ensuring efficient communication. Additionally, drivers can easily upload essential delivery documents, including bills of lading and proof of delivery, directly through the app.

Established a uniform user experience for both desktop and mobile platforms. Desk-bound carriers and dispatchers favor larger screens to facilitate multitasking, while on-the-go drivers use the mobile app.