How We Increase Truck Vendor Engagement and Productivity

Transporter App

Revamping User Engagement: How Enhanced Transparency and Streamlined UX Lifted The Transporter App's Productivity and Growth.

UI/UX - 2024

The Transporter App allows truck vendors to accept or reject orders from Waresix, featuring tools designed to make transportation businesses more effective.
The Transporter App faced challenges with user engagement and productivity due to limited order details, confusing ongoing order monitoring, and cumbersome assignment processes.

To address these issues, the app enhanced information transparency, streamlined user flows, and improved order monitoring.

By providing full pricing details, simplifying the order acceptance and assignment processes, and offering clear insights for order tracking, the app significantly increased order acceptance rates and user growth, leading to a more efficient vendor experience.

Contribution

Research, Ideation, UI/UX

Team

Marom (PD), Jessica (PD Lead), Geraldy (PM), Iqbal (EM)

Duration

1 month

Results

Achieved a 95% success rate for order acceptance and 90% for truck and driver assignments.

read case study
skip to prototype
Starting Point
Decision Point: Continue the Transporter App or Focus on the Web?

The discussion began when the product team sought to refine our product strategies. The Transporter app has stagnated due to insufficient updates. Our research was aimed at determining whether to continue developing the Transporter app or shift our focus to the web platform.

Here’s what we discovered:
The research is conducted by our researcher.
1. Mobility
Our vendors value the app's flexibility for on-the-go use, especially compared to being tethered to a laptop.
2. Limitation
The app provides only a subset of the functionality available on the web platform, leading to frustration and workflow disruptions.
3. Efficiency
Transporter App holds the second position in order acceptance adoption, but the low completion rate for truck and driver assignment suggests users are switching platforms, potentially hindering efficiency.
Project Objective
Based on the initial research, we decided to continue developing the Transporter app with the primary objective of sustaining vendor engagement and productivity.
User Research
Follow-Up on Opportunities: Identifying Core Issues Impacting Vendor Engagement and Productivity

Previous research lacked detailed insights into issues with the Transporter App, leading us to engage directly with vendors. Alongside the product manager, I visited truck vendors to understand their challenges with the app. We also compared these findings to the Transporter Web Platform, addressing concerns about incomplete information.

The Problem
Unpacking Functionality Shortfalls in the Transporter App

After visiting truck vendors and comparing the app with the web platform, here are the highlighted problems that vendors face:

Problem 1
Limited Order Details Cause Vendor Confusion
Limited order details (price, TO number, insurance) and unclear route visibility hinder vendor decision-making on accepting orders.
Problem 2
Confusing "On-going" Page Hinders Order Monitoring
Unclear order status with number, inaccurate progress bars, and an inefficient list hinder vendor monitoring in the Transporter App, leading to potential delays.
Problem 3
Assignment Friction in Transporter App Causes Vendor Drop-offs
Transporter App's assignment flow disrupts vendors. Redirection after order acceptance and excessive clicks for driver/truck assignment create a frustrating experience, leading to drop-offs.
Strategy
What We Can Do?
strategy 1
Information Transparency and Completeness
Our goal is to enhance vendor trust and decision-making by providing all information transparently and completely, addressing concerns over current information gaps.
strategy 2
Streamlined User Flow
We aim to improve user satisfaction by simplifying the order process into a seamless flow, reducing steps and clicks to address vendors' feedback on the current disjointed experience.
strategy 3
Effective Order Monitoring
Our goal is to improve vendors' efficiency by enhancing the clarity and visibility of order statuses for better monitoring and management.
Define succes
Achieve an 80% success rate for the 'Accept Order' function in the Transporter App next quarter.
Ensure at least 80% of vendors successfully assign trucks and drivers with the 'Accept Order' function in the Transporter App next quarter.
Maintain an 80% success rate for assigning trucks and drivers via the 'Accept Order' function in the Transporter App throughout next quarter.
Ideation + Concepting
Navigating Dependencies: A Collaborative Approach

I developed concepts and organized design reviews involving Product Managers (PMs) and Engineers from the Transporter Web and App teams to address key issues. The collaboration was crucial due to the App team’s dependence on the Web team for APIs. This ensured alignment and facilitated the seamless integration of web functionalities into the mobile experience, effectively meeting vendor needs.

Design Iteration
Usability Testing
Streamlining Design Through User Feedback

In our pursuit of refining the proposed design, I organized usability tests with three vendors using Maze, a smooth process facilitated via video calls. This direct engagement provided invaluable insights:

INSIGHT 1
Participants easily found the entry points to view detailed shipment costs, indicating a successful redesign in this area.
INSIGHT 2
However, participants noted that the cost breakdown was incomplete, requiring them to manually calculate taxes like VAT and income tax, suggesting a need for further enhancement.
INSIGHT 3
One significant improvement was the streamlined route access. As one participant expressed, "Before, I was constantly clicking on each location to see the full address. This new overview saves me so much time."
Introduction

Clear Steps, Full Details, Better Tracking: Elevating Our Vendors' Operations

01 - Information Transparency for Informed Decisions
Detailed Pricing Breakdown
A clickable dropdown menu now reveals a breakdown of the price structure, addressing vendor concerns about hidden fees and fostering trust. This empowers them to make informed decisions about order acceptance.
Insurance Status Visibility
The order details now clearly indicate whether an order includes insurance, providing a critical piece of information for vendors when assessing an order's viability.
01 - Information Transparency for Informed Decisions
02 - Streamlined Access and Efficiency
Prominent Vendor Notes
Vendor notes are now displayed more prominently, ensuring they are easily noticed and acted upon. This helps minimize potential issues down the line by streamlining communication.
Direct Route View
Detailed route information for each address is displayed directly, eliminating the need for unnecessary clicks. This allows vendors to quickly assess the route and make quicker decisions.
"View Map" Button
A clear "View Map" button allows vendors to visualize the route on Google Maps with just one click, providing additional context for route planning.
02 - Streamlined Access and Efficiency
03 - Streamlined Order Management
Continuous Workflow
Research revealed that 90% of Transporter Web vendors assign fleets immediately after accepting orders. By keeping mobile users on the Order Details page after acceptance, we eliminate the need to navigate back and forth, streamlining the workflow and aligning it with established vendor behavior.
Easy Access to Assignment
The always-visible "Assign Fleet" button, conveniently located within the sticky bottom navigation, allows vendors to immediately initiate the assignment process. This minimizes clicks, streamlines workflow, and ensures easy access to a critical function.
03 - Streamlined Order Management
04 - Simplified Assignment Process
Streamlined Flow
The "Continue: Select Driver" button eliminates back-and-forth navigation, allowing vendors to assign trucks and drivers in a single flow.
04 - Simplified Assignment Process
05 - Prioritizing Clarity and Actionable Insights for Order Monitoring
Prioritized Information for Quick Monitoring
Based on user interviews, we identified order number, route, and status as the key information vendors rely on during monitoring. By streamlining the list to focus on these essentials, we eliminate clutter and distractions. Vendors can now quickly scan the list and identify where their attention is needed.
Action-Cues for Efficiency
05 - Prioritizing Clarity and Actionable Insights for Order Monitoring
Impact
Increase Vendor Engagement and Productivity

The continuous development of the Transporter App has significantly enhanced vendor engagement and productivity. Here are the key results:

  • Achieved a 95% success rate in the 'Accept Order' function.
  • 90% of vendors successfully assigned trucks and drivers.

These improvements have streamlined the user experience, leading to smoother and more efficient operations for our vendors. This success underscores the substantial impact of our ongoing efforts to refine the app, boosting vendor satisfaction and productivity effectively.

Waresix Vendors’ Testimonials on Using Our App
Lesson Learned

One critical takeaway from this project is the importance of deeply understanding user needs through direct feedback and detailed analytics. Incorporating vendor insights directly into the redesign process ensured the solutions were targeted and effective, significantly enhancing user satisfaction and efficiency.

More Work

EatAja Redefined: A Case Study on Enhancing User Engagement through Social Layering

An exploration of EatAja's journey in redefining the food ordering landscape by incorporating social elements to foster user engagement.

Opsigo: Unified Business Travel Management

Opsigo aims to streamline the business travel experience, making it more efficient and less stressful for users.