EQULL
Tracking Trucks
Improving the Minimum Viable Product for an early-stage startup in the logistics/port drayage industry.
Completed as a client product as a student at General Assembly Seattle.
Project Summary
Team of 3 UX Designers
My Role: Product Designer and Product Manager
Project Length
3 Weeks
Research
Learn about the organization, users, and market
What do users need from the program?
How will the users interact with the software?
Interactive prototype and documentation
Analysis
Design
Deliver
Phases
What needs to be improved?
Initial Research
What is port drayage and how does it work? (It's moving containers from ports to nearby warehouses and vice versa)
What is the startup's business model? (Uber for port drayage)
Interviews with current users - what are their insights into the current MVP site? The current site got a 34 SUS score.
RESEARCH
Who are the competitors and what are they doing?
How does the current site and business work? Task flow of current system.
Synthesizing the Research
Affinity Map - What are the key desires we found in the user research clients arranging a shipment?
I value maintaining relationships with carriers and clients.
I prefer real-time feedback.
I want to see the status and timing of my shipment.
Important finding! Saving money is a key part of the value proposition of Equll, the actual users didn't focus on that as a day-to-day issue - it was more about information and trust.
Who are we designing for?
What do users need?
How does Sheri (our persona) feel when creating a shipment?
Analysis
How should the site be organized?
Card Sort - How would users arrange the categories?
Quotes - the smallest group, but very important
Account
Shipments
How will Sheri interact with the new site?
Requests from Taste of Home
Reading reviews and testing reports
Testing competitive samples
Discussion with factory
CAD
Colors. logos, and specifications
Initial Digital Layouts
Main Dashboard
Level 1 Info (center column of screen 1) - Summary of all active and past shipments
Level 2 Info (right column of screen 1) - Shapshot of a single shipment
Level 3 Info (screen 2) - All details of a single shipment
Bringing the Designs to Life
Design
Design Studio Initial Sketches
Colors and Fonts
Step 1 - Color Theme Options
Step 2 - Theme "C" explorations - we went with the version in the lower right - the dark purple navigation bar was ultimately too overwhelming.
Fonts - Roboto has both proportional and monospace versions, which is good for container numbers.
Usability Testing and Iterations
Evolution of Main Dashboard
Version 1 - For layout and flow only
Version 2 - Improved flow and added visual design
Version 3 - Refined flow and minor tweaks
Evolution of Shipping Details
SUS Scores
Original Site - 34
First Prototype - 75
Second Prototype - 87
Prototype and Specifications
Delivery
Wireframes
Prototype
Specifications
Sample Pages
What I Learned from this Project
Entirely remote projects are doable - focus on communication!
Standardize deliverable creation before they're started.
Availability of usability test participants is key!
MAJOR TAKEAWAYS
