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


TruckItIn is a B2B SaaS Ecosystem that connects shippers and truckers effectively

TruckItIn (TIN) is a logistics start-up focusing on developing an ecosystem to help the industry fulfil orders more quickly. The core problem for TIN was that it's White Label Product was not scalable with growing the growth of the start-up. As a solo Product and UX Lead, I worked closely with the product team to design and launch an inhouse suite of apps within 4 months.


How might we connect shipment managers and truck drivers quickly, effectively, and safely to fulfil shipment deliveries?

User problems ignored for decades

Based on our user research of 20 interviews and 400 users survey, we identified that the core user problems have been ignored by all industry players at the moment.

User Goal: To have an affordable and reliable logistics platform

Ineffective and unorganized system

Additionally, the current system caused frustration due to ineffective communication and data recording, costing the logistics industry millions of dollars annually.

User Goal: A scalable single-source-of-truth solution


An end-to-end logistics ecosystem that connects all aspects of the industry

We launched three products as part of the TruckItIn ecosystem: a Shipment Management System for shipment managers, a Driver App for truck drivers, and an internal tool to overlook everything. Our solution, grounded in extensive user research, addressed the most complex challenge—a cohesive ecosystem.

Powerful Shipment Management Tools

A versatile shipment management system for web where shippers can control shipment jobs, track deliveries, and manage clients, drivers, and employees in a dynamic way.

An All-In-One Driver App

A Truck Driver App for Android where drivers can search and apply to jobs, manage their drivers fleet, and view earnings and other useful information necessary for a delightful experience.


An MVP plan backed by 20 interviews, 400 user survey, and continuous synthesis

In our 3 weeks of rapid research, we conducted a comprehensive analysis by interviewing 20 users and stakeholders and surveying 400 users. This combination of qualitative and quantitative research enabled us to identify critical insights and develop a clear understanding of the core pain points.

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


Navigating challenges of scalable design, market strategy, and tight resources

During the design phase, I encountered several challenges related to usability, scalability, engineering, and market constraints. As the lead, my role was to identify these obstacles and develop effective strategies to overcome them, ensuring the success of the product.

Design Challenge: Usability Testing results

Through Usability Testing 12 users, We were able to identify some shortcomings. One of them were the shipment form which was initially paginated to reduce cognitive load.

Problem: Too many pages and clicks at scale

A solution making bookings 60% effecient

While working with several other solutions, I designed a single-page form carefully categorized for optimal user experience and minimum mistakes. The solution was 60% faster than the previous method.

Solution: Single-page form categorized based on user preferences

Strategy Challenges: Identifying market gap

A product-market fit challenge was determining which market need to differentiate in. I conducted a competitive analysis of seven local and international logistics systems and identified a demand for a simple, locally-focused solution.

Resource Challenge: Designing with tight constraints

Another challenge was balancing the resolution of user problems with tight budget and time constraints. I successfully designed solutions to address user needs that were executable within these constraints.


Within a span of few months, the capabilities of TIN's products was shown

Following deployment, the product rapidly gained traction, proving to be as useful and user-friendly as we intended. By attentively listening to the market, we delivered an unparalleled experience, achieving monumental success and setting a new standard in the industry.


Designing for Complex Systems

Tackling my first B2B problem space taught me how to deconstruct a complex issue into simpler segments and address them effectively.

Collaborating with diverse teams

Working directly with engineers and business managers, I consistently advocated for users in every decision-making process.

Designing with constraints

In the startup environment, I successfully navigated tight budgets, strict timelines, and high expectations through effective management.

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