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A homepage to help drivers keep track of their business

CloudTrucks is a virtual carrier that helps independent truckers (owner-operators) run their business on one platform, from booking loads to getting paid and tracking revenue.

Company: CloudTrucks

Project launch: May 19, 2023

Problem

The CloudTrucks app is packed with features, but users struggle to track tasks and information spread across different pages. Their view of their business is fragmented and they often can’t find the tools they need to run their business smoothly.

Solution

To help them, we brought the most important pieces together on a single homepage. Administrators and drivers get a clear view of their business, with weekly revenue, urgent tasks, shortcuts to tools, and educational content. The page is dynamic, adapting to each stage of the driver’s lifecycle.

Research

I interviewed our Operations team (Customer support), who talk to drivers daily to get insights about users’ pain points.

Users reported that they struggled with the app:

  • They had a hard time finding tools, even if they’ve found it previously.

  • They don’t always see where and what action they need to take action on

  • They call Operations to learn how to use app features

Users monitor different pages across the app

To manage their business well, users have to stay on top of information, compliance, and bookings on a day-to-day basis. If they do not tap on a page, they might miss an action they needed to take.

  • Business intelligence - Financial information currently serves as the home page, but only showed one aspect of the business

  • Permit book - Users need to regularly check if their permit book (compliance documents) are to up to date

  • Negotiating jobs - Users need to go to job page to follow up on loads in negotiation

  • Payment - Payment profile becomes an urgent issue if the information is incorrect or not updated

Approach

I worked with product managers across teams to identify and prioritize content, including content we wanted in the future. Knowing this had to be a robust framework that could scale in the future, I built a modular framework, so content could be shifted, added, edited.

I also looked across the user's phases as they progressed and curated content that would be relevant for each phase.  In some phases, certain sections weren’t relevant, in others we needed to tailor content specifically for that phase (highlighted in the table).

Explorations

I ordered the content and developed mid-to-high fidelity wireframes to ensure the visualization was clear. For new users, the homepage focused on educational content to quickly get them familiar with the app. For seasoned drivers, the homepage focused on prioritized tasks that would keep them compliant and their business fluid. I explored different elements on the page.

Shortcut explorations
Job activity explorations
Tasklist explorations
Celebratory cards & promo explorations
Final designs

I simplified the designs for MVP, to reduce overload and adapted to the engineering and data constraints. I omitted job activity section from the homepage as there was already a dedicated page to jobs and it was less valuable to have a limited view on the home page.

Impact

The homepage became the default landing page on the mobile app giving users a quick view of their business and immediate tasks they could complete. By consolidating tasks on a single page, drivers now complete them at a higher rate and within 1-2 days and no more than 5 days. Additionally the app feels more guided and can provide different support for new and experienced users. 

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While I designed a simple set of modules for the first version, we achieved the larger goal of setting up a framework that is scalable allowing CloudTrucks the flexibility to serve up different content depending on the needs of the users and the business. Other modules we wanted like Safety and performance scores could now be added without needing a full redesign. 

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