As a consultant for Ready Logistics, I worked on several major initiatives to improve or create new enterprise products and services. The Logistics HUB was a key application to integrate the customer and the service Ready Logistics provided.
Ready Logistics HUB
Understand The Problem:
Ready Logistics identified that data is the core of their business, and all of the communication tools they had with their customers were very reactive and time + labor-intensive, especially with customer updates.
“Getting real time updates on every logistic move is difficult and having to call my sales rep or the call center is painful.”
– Customer Pain Point
We know that existing customer updates aren’t meeting current business & customer needs, which is causing people to work harder and impacting our customer service. How might we improve the communication of logistic updates to our customers, so that we are more successful based on increased customer retention and reduced call volume.
Design Goals and Concept:
- Provide information to users: By organizing critical data and informing them of the process.
- Removing painful bottlenecks to deliver: By Increasing efficiency and productivity by 50%.
- Ensuring portal success through communication: By onboarding all new customers to the portal.
The Solution Strategy:
Build a Portal: 3 views
- A Ready Logistic Customer who needs to view logistic updates.
- A Ready Logistic Partner who needs to assess a vehicle & provide information.
- A Ready Logistic Transporter who needs to transport a vehicle & provide updates.
Provide Logistics Transparency
- The delivery data needed to be displayed in an accurate but delicate way so users would understand the factors that effect deliverability.
- We would tell the the whole story by highlighting the entire delivery process.
Prioritize Workflow efficiency
- Optimize the app workflow for customers to get the updates they needed fast.
- We would prioritize user self-service features to give relief to Ready’s internal support teams.
Introduce Customer Onboarding
- Provide a simple way to onboard new customers internally like they never had before.
- Prioritize auto-detect features to eliminate errors and duplications.
Prototype & User Validation
- Business stakeholders defined key problems to solve that they wanted to be created into a clickable visual prototype
- The prototype was tested with a handful of potential pilot customers to gauge interest and provide feedback of highlighted features.
- View the Invision prototype here: https://invis.io/V58F9G2EK
The Design Process:
- Personas were defined and interviews were conducted to understand the users and their roles.
- Journey maps were created to understand the process and metrics that needed to be improved.
- Taking the user research as a base and identifying features that provide immediate value.
- Mapping those features to a roadmap of release
Wireframe, validation, and iteration
- Breaking down the identified first features into an initial design.
- Validating with stakeholders and users the initial designs and iterating.
Development and user testing
- Elaborating on the validated designs into release sprints.
- After release, collaborating with operations and marketing to collect user feedback.
The HUB launched in July 2017 and Ready quickly saw increased efficiency from that release. It was highlighted in the press as a new tool to increase efficiency across the transportation process.
In January that same press touted that Ready Logistics reported a 14 percent year-over-year increase in 2017. They indicated that Ready Logistics’ 2017 growth was a result of its ability to satisfy clients with seamless transportation solutions and value-added integrations and the HUB was one of them.
“In 2017, we saw an increase in new clients, retention rates were higher and — most telling — the number of vehicles moved per client increased by 30 percent.”
Patrick Brennan – SVP of Marketplace and Logistics