Hwy Haul, a rapidly expanding digital freight platform, serves a wide range of clients seeking an efficient Transportation Management System (TMS) to optimize their operations. Recognizing this need and aiming to enhance its market position, Hwy Haul embarked on creating a Software as a Service (SaaS) solution that delivers powerful TMS functionality.
UX/UI Designer
UX Research
Information Architecture
UI Design
Usability
User flows
Research results
High-fidelity prototypes
Design Systems
Sketch
Google Meet
Maze
Ongoing
The logistics industry faces significant challenges in optimizing freight management, tracking real-time shipments, and ensuring efficient carrier-shipper communication. Enterprise transportation management systems (TMS) often struggle with poor usability, lack of real-time data insights, and inefficient workflows, leading to delays, increased costs, and frustrated users.
Hwy Haul’s TMS serves a wide range of users across the freight and logistics ecosystem, including:
Shippers
Carriers
Brokers
Finance & Compliance
Exectutives & Analysts
Each of these roles relies on Hwy Haul’s TMS for real-time visibility, efficiency, and automation in their logistics operations.
The goal was to enhance the UX/UI of the AI-powered TMS by creating intuitive, scalable, and data-driven design solutions.
Reducing inefficiency by allowing users to have more agency over the process.
To create a user friendly interface that educates users on new functionalities.
Increasing scaleability by providing a service accessible to the growing user base.
The redesigned TMS provided:
Enhanced usability and efficiency in load building and trip tracking.
Improved real-time shipment tracking with better visual insights.
A more intuitive and interactive operational dashboard.
Streamlined financial systems integration for automated invoice handling.
A scalable component system for future expansion.
Custom theming and branding to align with enterprise SaaS needs.
HwyHaul is a rapidly expanding digital freight platform, serves a diverse range of clients who require an effective Transportation Management System (TMS) to optimize their logistics operations. To address this need and strengthen its position in the market, HwyHaul embarked on the creation of a Software as a Service (SaaS) solution designed to deliver comprehensive TMS functionalities to its customers. This is my contribution that highlights the steps taken and the design decisions made in the design and development of this SaaS TMS offering.
In order to get some logistical data regarding demographics and some general sentiments of the user base, I compiled company data and known industry statistics to build a general understanding of the userbase. By analyzing this data, as well as relevant reports and surveys, I was able to map out key user profiles—shippers, brokers, and carriers—and identify their main challenges and preferences. This research helped inform the product's feature prioritization, ensuring it addressed the most pressing needs of the target audience.
Adoption Rates: 65% of shippers, 30% of carriers, and 50% of brokers use TMS. Larger shippers (50%) and large fleets (90%) show higher adoption, while small shippers and smaller fleets tend to have lower adoption rates.
Shipper Priorities: 75% of shippers prioritize real-time tracking, with larger shippers placing more importance on visibility to manage operations efficiently.
Carrier Priorities: 55% of carriers value load optimization, with large fleets focusing on maximizing efficiency, while smaller fleets may struggle to implement optimization tools.
Hwy Haul Priorities: Spot Quoting features, adoption, and reduction of complaints.
In order to better understand how transit apps work in the market currently, I downloaded the following apps to analyze: Uber Freight, Convoy, and LoadSmart. I used a SWOT analysis, as well as a general observational task analysis on each app.
Strengths
Stations and routes are marked clearly on intuitive map.
The pricing is fair and readily visible.
The features are well organized.
Weakness
Missing features.
Multiple unexpected pop- ups.
Opportunities
Improved prioritization.
Lower reliance on a pre-established brand guideline.
Threats
Well organized and clean interface.
Strengths
Large, reliable carrier network.
Automated booking and bidding.
Focus on sustainability and reducing empty miles.
Weakness
Some UI elements can feel cluttered for first-time users.
Limited customization options for different user roles.
Opportunities
Improve dashboard customization for different user needs.
Enhance mobile UX for better accessibility on the go.
Threats
Simple, organized design interface.
Similar function.
Strengths
Mobile-first design makes it easy for carriers to manage loads on the go.
Well-organized features reduce friction in load booking.
AI Integration.
Weakness
Some workflows require too many steps, slowing down user interactions.
Data-heavy screens can feel overwhelming for new users.
Opportunities
Optimize UX for faster load booking with fewer steps.
Introduce more AI-driven UI elements for predictive insights.
Threats
Competitors offering more AI integrations.
I used Google Meet to conduct interviews, as well as some interpersonal ones. The conversations were tailored towards the various participants, largely from the Hwy Haul team. The accounting team, as well as a few carriers were available for inquiry.
Carriers and shippers want more transparency in load management. Several interviewees expressed frustration with the lack of real-time updates on shipments. Many carriers mentioned that delays and unexpected route changes are difficult to communicate efficiently, often leading to misalignment between shippers and brokers. A participant noted that better visibility into shipment status would reduce unnecessary back-and-forth communication and improve trust in the platform.
Logistics professionals rely on multiple tools, leading to inefficiencies. Users reported that they frequently switch between different platforms to manage loads, track shipments, and handle payments. A participant highlighted that they use Hwy Haul for booking but rely on separate apps for tracking and document management. This fragmented experience creates inefficiencies and increases the risk of errors, particularly when reconciling invoices and shipment statuses.
Speed and ease of booking are top priorities for carriers. Many interviewees emphasized that when selecting a load, speed is key. A carrier explained that having to click through multiple screens or manually input details slows them down, causing missed opportunities. Participants expressed a preference for a streamlined booking process where they could quickly filter and accept loads without unnecessary steps.
Users need all relevant information in a single accessible screen. Participants repeatedly mentioned that important shipment details are scattered across different sections, requiring them to click through multiple pages or reference external documents. One carrier noted that when reviewing a load, they need to see pricing, pickup and delivery times, route details, and previous interactions in one place. Users emphasized that consolidating key information into a single, well-structured dashboard would significantly improve efficiency and reduce errors.
Using the responses I got during the discovery phase of the project, I crafted the following user stories to represent what I saw as pressing concerns of those in the community.
Shipper Client: I want to track my shipments in real-time so I can stay informed about the status of my goods and ensure they reach their destination on time.
Carrier Client: A system that automates load assignments and offers optimization suggestions, would help me maximize the efficiency of my trucks and increase overall profitability.
Hwy Haul Emloyee: I'd like to see all the relevant payment and load information in one place to easily verify information and ensure the smoothness of the payment and load delivery process.
The user data gathered from interviews and interactions provided valuable insights that helped refine the direction of my design changes and the addition of new features. This feedback guided me in making informed decisions about how to better address user needs and improve the overall experience.
The design process for Hwy Haul centered on simplifying complex logistics through intuitive, user-driven interfaces. Extensive field research, wireframing, and prototyping shaped clear information architecture, scalable UI components, and effective data visualizations. This approach ensured that every element—from load booking to real-time tracking—was designed with clarity and ease-of-use in mind.
Leveraging an established brand and design system, including defined typography and color palettes, ensured that every interface element aligned with the brand’s visual identity. By leveraging the existing typography, color palettes, and component library, every element— buttons to icons—was seamlessly integrated into a unified design that reinforced the brand’s identity.
Hwy Haul’s TMS handles a high volume of real-time data for various users, requiring a streamlined information architecture to ensure quick decision-making. The challenge was to structure workflows for carriers, shippers, and internal teams in a way that was intuitive yet scalable.
Hwy Haul required a flexible UI that could adapt to different user needs. The approach was based on modular UI modeling to allow scalability and future-proofing. The goal was to turn the relevant logistics complexity into an intuitive and customizable system.
Logistics generates large volumes of real-time and historical data. The goal was to translate complexity into clarity through effective data visualization. I used the aforementioned UI principles to make logistical data into clear and actionable representations.
To streamline high-frequency tasks, interactions were designed to minimize friction and provide instant feedback. This approach enabled users to perform routine and new actions swiftly and accurately, enhancing overall efficiency and satisfaction.
30% faster load-building time due to intuitive organization tools.
Higher operational efficiency due to improved load visibility and planning flexibility.
1.5x improved load delivery rate due to increased accountability, and boosted confidence in the carriers.
The project successfully enhanced Hwy Haul’s TMS by streamlining the freight management process, making it faster and more intuitive for users. By implementing key features like real-time tracking and a dynamic load builder, the platform now offers an efficient, user-friendly experience. This transformation sets the stage for future scalability, supporting the company’s growth and evolving needs.
