Truck It In

Designing an MVP to Connect Truck Drivers with Shipments


8 months
March - October 2021


3 Engineers
2 Product Managers
1 UI Designer


Sole UX Designer
User Research
Design Sprint Facilitation


Democratizing the Trucking Industry

In 2021, over 1 million truck drivers in Pakistan faced the challenge of finding delivery jobs without relying on predatory middlemen. Truck It In, a pioneering trucking logistics startup, aimed to tackle this issue head-on. As the solo product designer, I joined the team to create the minimum viable product (MVP) from scratch in just 6 months.

The Challenge

Scaling with a User-Centric Approach

In just one year, Truck It In had disrupted the trucking industry by directly connecting truck drivers and shippers, eliminating the need for intermediaries. However, their existing infrastructure relied on manual reporting, which couldn't sustain the company's rapid growth. Our challenge was to design a scalable solution that not only supported growth but also offered a user-friendly experience.

My Role and Responsibilities

As the sole UX designer, I led the product design for a SaaS ecosystem, including mobile and web applications. Collaboration was essential, and I closely worked with engineers, a UI designer, and two product managers. The design process involved sprints, Design Sprints, and Agile UX in an Agile environment.

Introducing Truck It In
Empowering Shipment Management
Design for Shippers

We created a web-based shipment management dashboard that empowered shippers to create and manage shipments while tracking deliveries seamlessly.

Streamlining Job Opportunities
Designing for Truck Drivers

An Android app acted as a job board, allowing truck drivers to bid on shipments posted by shippers, manage deliveries, and review their income. A hyperlocal design approach was adopted to cater to the community's language preference.

Research and Discovery

Understanding Stakeholders and Users

To comprehend the business model, I conducted seven stakeholder interviews, including engineers, product managers, business managers, and founders. Additionally, two subject matter expert interviews and four user interviews helped identify crucial user needs and pain points.

Surveying User Behavior

User surveys yielded insights, with over 300 responses revealing trends like 100% Android smartphone usage, difficulties in finding work, and a preference for smartphone use in Urdu, the local language.

  • 100% of users used Android smartphones (environment)
  • 95% of users found it difficult to find work (pain point)
  • 93% of users found it difficult to work with middlemen (pain point)
  • 90% preferred to use smartphones in Urdu, the local language (behaviour)

Analyzing the Competition

Studying seven competitors identified trends and opportunities. The analysis identified an opportunity to make the product hyperlocal to address shifting market dynamics.

Service Blueprint

One of the key outcomes of the research phase was a service blueprint that was used to designed the MVP. The goal was to share the concept with business managers and product owners before the design phase. This was important to design collaboratively from the beginning involving perspectives of all key stakeholders.

Service blueprint depicting the users involved, what they need, how we're going to provide it, and the relevant teams required to achieve them.

Problem Statement - Truck Driver

HMW help truck driver discover and apply for high quality jobs more efficiently?

Problem Statement - Shipper

HMW help shippers fulfil their shipment delivery reliably?

Ideation and Concepts

Generating Ideas: Ideation involved identifying concepts aligned with user's mental models and prioritizing features. Design sprints facilitated diverse team collaboration, aligning business and user requirements. Key features and functionalities for the MVP were selected based on user impact and engineering feasibility.

Overcoming Design Challenges

Re-designing shipment booking form for scalability

An important challenge to cross was the scalability of the proposed solution. For example, designing a shipment creation form needed to be easy to fill because there is a lot of information to be filled.

Paginated booking form requiring multiple pages to make a booking

First proposed solution was a paginated form to reduce user’s cognitive load and allow them to jump to different sections of the form if needed. However, user testing revealed that this form did not work well when multiple shipments needed to be made.

Single page booking form that makes relevant information available once required information is entered

First proposed solution was a paginated form to reduce user’s cognitive load and allow them to jump to different sections of the form if needed. However, user testing revealed that this form did not work well when multiple shipments needed to be made.

Feedback-Driven Iterations

Taking feedback and iterating on designs effectively played a crucial role in addressing challenges and aligning teams.

Impact and Key Learnings

The Transformation

The solution delivered impactful results, including increased scalability, improved user experience and workflows, and significant industry impact and growth potential.

Lessons Learned

This project provided valuable insights, including the need for a systems thinking approach for complex problems, the importance of adapting within start-up constraints for efficient design, and the significance of effective communication and feedback-driven iterations to resolve conflicts and align teams.

By addressing these challenges, Truck It In successfully transformed the trucking industry and paved the way for further growth and innovation.

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