The Process

Competitive Analysis

Competitive Audit Chart for JB Hunt, ACME Trucking, TMC Transportation

To design an effective interface, I conducted a competitive audit of industry leaders: JB Hunt, ACME Truck Line, and TMC Transportation. This audit aimed to identify their strengths, weaknesses, and opportunities to better understand industry standards and user expectations. The insights gathered helped inform my design decisions, ensuring the final product addresses user needs and stands out in a competitive market.

Our competitive audit revealed that JB Hunt excels with comprehensive logistics tools, ACME Truck Line stands out for its simplicity, and TMC Transportation has a strong brand identity in flatbed services. However, common opportunities for improvement include simplifying user flows, modernizing designs (especially for ACME), enhancing accessibility, and incorporating real-time tracking features. By focusing on user-friendly navigation, clear information presentation, and a modern design, our project aims to address these gaps and deliver a more seamless and satisfying user experience.

To design a flatbed logistics trucking website that meets user needs, I focused on understanding the primary users who engage with these platforms. Through research and user interviews, I developed two key user personas: a Logistics Manager and an Independent Truck Driver. These personas capture their goals, challenges, and motivations, providing valuable insights into how the platform can best serve them.

User Persona 1: Amanda Parker – The Logistics Manager

Amanda Parker is a 38-year-old Senior Logistics Manager working at a mid-sized manufacturing company in Dallas, TX. With over 10 years in the logistics field, she manages multiple shipments of heavy equipment and materials across the country. Amanda's role requires her to book flatbed trucking services quickly, track shipments efficiently, and maintain clear communication with drivers and dispatchers.

• Goals:

  • Quickly book reliable trucking services.

  • Track shipments in real time to keep stakeholders informed.

  • Simplify communication with drivers and reduce delays.

• Challenges:

  • Complicated booking processes that slow her down.

  • Lack of transparency in shipment status.

  • Outdated tools that don't integrate with her workflow.

• Needs:

  • A fast, intuitive booking system.

  • Clear, real-time updates on shipment progress.

  • Easy access to customer support and reliable service reviews.

"I need to know my shipments are on track without having to dig through a complicated process."

Marcus Johnson is a 45-year-old flatbed truck driver based in Atlanta, GA. With 20 years of experience, he prefers jobs that match his schedule and preferred routes. Marcus relies heavily on mobile tools to manage bookings and communicate while on the road. He values efficiency, simplicity, and clear job details.

• Goals:

  • Find and accept jobs that align with his availability and routes.

  • Get clear pickup and delivery instructions.

  • Receive timely payment for completed jobs.

• Challenges:

  • Complicated booking systems that waste valuable time.

  • Lack of detailed load information (e.g., weight, dimensions, special handling).

  • Difficulty accessing customer support when issues arise.

• Needs:

  • A mobile-friendly platform for quick and easy bookings.

  • Detailed load information upfront.

  • Reliable payment processing and support channels.

Wireframes & Prototyping

Due to time constraints and the lack of a full team, I focused on creating both a low-fidelity wireframe sketch and a digital wireframe for the prototype. The process began with the lo-fi sketch to quickly outline the client’s needs and expectations. As a smaller business, their requirements were straightforward, and the main goals were to enable users to:

• Find booking information

• Explore services and offerings

• Leave contact messages for inquiries

To align with the client’s need for a user-friendly platform, I built the prototype using Wix, allowing for easy navigation and management on their end. The result was a clickable prototype that provided a functional demonstration of the user flow and core features.

Reflections