Highway

Problem Statement

Freight brokers faced significant barriers in using the Highway directory effectively:

1. Scattered Information: Key carrier data was dispersed across multiple screens, requiring constant navigation.

2. Overwhelming Visual Cues: Excessive use of color-coded indicators caused confusion.

3. Unclear Metrics: Brokers struggled to understand how individual data points contributed to overall carrier ratings.

Problem Reframing

From the insights of primary research, we redefined the problem to focus on creating clarity and efficiency:

• Initial Goal: Reduce information overload.

• Refined Goal: Create a streamlined carrier vetting process by consolidating information, clarifying visual cues, and aligning the interface with user workflows.

Research: Understanding the Users

I primarily focused on understanding the pain points of freight brokers, the primary users responsible for vetting carriers. My approach included:

• Stakeholder Interviews: I collaborated with sales reps, operations managers, and leadership to uncover usability challenges and understand business priorities.

• Platform Audit: I conducted a detailed review of the existing directory to identify gaps and areas for improvement.

Key Insights

Through this research, we uncovered the following pain points:

1. Brokers felt overwhelmed by excessive, non-intuitive color-coded indicators, making data hard to interpret.

2. There was a lack of clarity in how individual metrics influenced the overall carrier rating.

3. Scattered data forced users to switch between multiple screens, increasing decision-making time.

4. Brokers were unaware of internal system rules, leading to confusion about carrier statuses.