Loadsmart

A design made to disrupt truckload shipping 

Loadsmart Website

A design made to disrupt truckload shipping 

Introduction

Loadsmart is a technology company in the truck logistics business, a highly competitive and traditional market in the US. It was founded in 2014 in New York with a very ambitious proposal: become the best and most advanced freight broker through big data and a superior service model.

The Challenge

The first and biggest challenge was to design the face of a new service from scratch. No other company, at that point and acting as a broker, was able to provide an instant price for a shipment and commit to it. Besides that, truckload shipping always happened with the help of load boards and telephone calls. In order to escape the traditional model of presenting this service, we had to differentiate ourselves by presenting core features and wowing our customers with an interface that was easy and intuitive.

The Challenge

Alice is a set of tools that is used throughout all departments of the company, from sales to accounting. Each tool is seen as separate product that shares components and functionalities with others in the platform ecosystem. Designing solutions for the platform requires a holistic perspective of the functions and a special care with the design system.

With the sudden growth of Loadsmart, several products had to be scaled for larger operations while new and smarter solutions designed from scratch and added to the platform.

My Role

By working with Loadsmart since its begining, I was responsible for defining its entire design and user experience. From landing pages, to internal pages and mobile apps; I conducted researches, observed user patterns, led the projects, provided assets and specifications until the deliveries. Between 2016 and 2017 Loadsmart worked with Eggs Design, a leading norwegian consultancy, to renew the branding under my supervision.

BRANDING

A brand is more than just a logo and pretty colors; it’s how we present ourselves to the outside world. Branding is strategic. It tells people who we are and what they can expect from us. In short, an identity sums up everything we stand for.

Great companies are strong brands that influence customer choice and build loyalty. When the essence of a brand is understood within a company, it can serve as a source of inspiration, excitement, and employee satisfaction. Every time a customer engages with a company, these experiences grow. At Loadsmart, it is a promise they strive to fulfill at every point of customer interaction.

Signage1
Cards
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Clothing_001
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Shirt
AppIcon
Bottles
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LANDING PAGES

As a marketplace, Loadsmart has to show itself differently to shippers or carriers. On the shipper side, the user is presented with the possibility of quoting a shipment – Loadsmart's main feature – right at the top. On the carrier side, the user is invited to join by filling out a quick form.

Langin Page – Shipper
Landing Page – Carrier

QUOTE & BOOK

Users are able to quote and book a load by simply providing 2 addresses. To make the checkout faster, Loadsmart has a flow different from the traditional – information first, payment later – and process the payment before the user confirms origin and destination details. The confirmation happens with a 4-step wizard to remove complexity and information overload.

Quote

SHIPMENTS LIST

Once logged in, shippers and carriers have a page listing all the upcoming and archived shipments. The page is designed to present the shipment timeline and a map with the truck trajectory. The menu on the left shows current, upcoming and the most recent completed shipments.

Shipments List – Shipper

LIVE LOADS

Carriers have a specific page to browse and accept available loads. Each load is presented in a card-style list that is expandable to show more details. On the top, a search field allows users to sort loads by proximity to a specific city or state; and buttons to filter dry van or reefer loads.

Instant Loads

Takeaways

Designing the entire consumer-side of this service was one of the greatest experiences I had. Screen recordings and behavioral observations were useful to refute or confirm assumptions, making decisions a lot easier to take. Several designers, back- and front-end developers were involved in each product, which gave me the opportunity to work with several groups of people and have my ideas constantly challenged.

The partnership with Eggs Design has proven to be a great move, which awarded us with a prize for interaction design at the DOGA Merket in 2017. Today, Loadsmart is recognized by its design edge and considers it to be one of the core components of the company.

Takeaways

Designing the entire consumer-side of this service was one of the greatest experiences I had. Screen recordings and behavioral observations were useful to refute or confirm assumptions, making decisions a lot easier to take. Several designers, back- and front-end developers were involved in each product, which gave me the opportunity to work with several groups of people and have my ideas constantly challenged.

The partnership with Eggs Design has proven to be a great move, which awarded us with a prize for interaction design at the DOGA Merket in 2017. Today, Loadsmart is recognized by its design edge and considers it to be one of the core components of the company.

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Other Works

πŸ”’ AliceThe technology behind a freight logistics service

LoadsmartA design made to disrupt truckload shipping

Loadsmart MobileNative app designs for iOS and Android

πŸ”’ PiqlPhysical preservation of digital files

BlueyeThe first consumer underwater drone

DNV-GLAn oracle of maritime standards

ProteketShop experience for teeth prosthesis

FugroA constellation of satellites on your phone

πŸ”’ _nessCustomized branding of an internal UI

Piezo ShowerA self-heating shower

πŸ”’ AppconThe conference of new technologies

Β© 2018 VICTOR STELMASUK.  ALL RIGHTS RESERVED.