Transforming Freight Transportation Through Human-Centered Design
The Hidden World of Transportation
"Try booking a load," the dispatcher said, handing me the phone with a knowing smile. Immersed in a week-long field study at a local carrier's office, I was about to experience firsthand what keeps goods moving across North America. I dialed the number, introduced myself, and was immediately struck by the broker's enthusiasm – not for the potential business, but for the chance to work with this specific carrier again. In that moment, I glimpsed something crucial: beneath the complex web of logistics and regulations, this industry runs on relationships and trust.
This interaction was just one piece of a larger puzzle I was trying to solve. While 70% of North America's freight moves through small carriers, these vital businesses are often caught between aging technology and mounting pressures. Every day, they face a challenge that affects us all: how to keep our supply chains running smoothly in an increasingly complex world. How to simplify the process of goods going from point A to B?
Understanding the Challenge
The supply chain is more than just a delivery system – it's the invisible framework that brings everything from our morning coffee to our evening entertainment into our lives. At its heart are the trucking companies who face a unique set of challenges.
Natural resources and raw materials are sourced
Raw Material
Materials are processed for manufacturing
Supplier
Raw materials transformed into products
Manufacturer
Products transported across the network
Distributor
Products made available to consumers
Retailer
End users purchase products
Consumer
Raw Material
Natural resources and raw materials are sourced
Supplier
Materials are processed for manufacturing
Manufacturer
Raw materials transformed into products
Distributor
Products transported across the network
Retailer
Products made available to consumers
Consumer
End users purchase products
Discoveries from the Field
My week at a carrier's office revealed the intricate dance between efficiency and compliance that every trucking company must perform. Through direct observation and engagement with staff, from drivers to administrators, clear patterns emerged that would shape our solution.
Heavy Regulatory Burden
Complex regulations result in extensive paperwork, increasing administrative overhead and time spent on compliance tasks.
Complex Communication Chains
Multiple stakeholders involved in each shipment create lengthy communication chains and coordination challenges.
Limited Growth Focus
Information processing demands leave little time for strategic business growth and development initiatives.
Thin Profit Margins
Dependence on load boards with suboptimal rates leads to reduced profitability and financial constraints.
Driver Wellbeing Challenges
Documentation requirements cut into crucial rest and recovery time for already exhausted drivers.
Time Management Struggles
Administrative tasks consume significant time that could be better spent on core business operations.
Technology Integration Gaps
Lack of unified digital solutions creates inefficiencies in document handling and information sharing.
User Interviews
I conducted interviews with two drivers, two company owners, and a dispatcher who also handles administrative duties. To ensure the questions were meaningful and insightful, I adjusted the technical aspects to match each interviewee's level of expertise. The sample below represents insights from an individual who performs the dual roles of driver and dispatcher—a common hybrid role in small businesses.
Let's talk about use cases. Who will be using the app?
The app is primarily going to be used by dispatchers and drivers. There are three types of drivers:
Company drivers
Owner-operators -- Truck drivers with their own equipment.
Third-party carriers -- Outsourced to external companies when none of the company drivers are available.
How does a shipment get from point A to B?
To dispatch, I usually get inbound calls for shipments. If someone does not offer me a load, I look through my contacts list and start calling.
Then, I prepare all the necessary paperwork, such as the bill of landing. If it is not in digital format, I scan and e-mail it to myself.
Next, I check my equipment management software to find available trucks and trailers in the yard.
If I am crossing the border, special paperwork must be filled, submitted, and approved by the customs broker.
Then, I use an order management software to create the shipment order.
The shipment is then transported.
Finally, arriving at the destination, I must be issued proof of delivery to confirm shipment reception without damage.
What happens after the shipment is delivered?
Once the driver sends back the proof of delivery (POD), we need to process several documents for compliance and billing. This includes scanning and filing the POD, bills of lading, and any customs documentation.
For IFTA compliance, we must track and report all miles driven, including empty miles. This means logging every state or province the truck drove through, the distance covered, and fuel purchased in each jurisdiction.
As a driver, I need to update our hours of service (HOS) logs to ensure compliance with federal regulations about driving time and rest periods.
For equipment tracking, we log any maintenance issues or repairs needed, update trailer locations, and plan for upcoming maintenance schedules based on mileage.
Finally, we prepare and send invoices to customers, including all necessary documentation. We also need to process driver payments.
Competitive Analysis
An analysis of the transportation management system (TMS) landscape provides valuable insights into its benefits and drawbacks, serving as a foundation for designing an effective and user-centric solution.
Platform
Load Matching
Document Management
Real-time Tracking
Billing & Payments
Analytics & Reporting
Third-party Integration
Customization Options
Customer Support
Uber Freight
Digital Freight Platform
Convoy
Digital Freight Platform
Trimble Transportation
Traditional TMS
McLeod Software
Traditional TMS
KeepTruckin
Modern TMS
Basic
Good
Excellent
From Challenges to Opportunities
In the world of freight transportation, time quite literally equals money. Yet our research revealed a paradox: the very systems meant to keep goods moving are often what slow everything down. During our field study, we watched as experienced professionals spent hours navigating a maze of paperwork and jumping between different software platforms – time that could have been spent growing their business or serving their customers.
The impact of this fragmented approach ripples through entire organizations:
Dispatchers start their mornings juggling disconnected systems and cross-referencing unlinked information
Drivers pull over at rest stops to complete time-sensitive documentation, losing precious driving hours
Company owners spend evenings ensuring compliance across scattered digital and paper records
But perhaps most concerning is how these challenges compound over time. When administrative tasks consume so much energy, small carriers struggle to compete with larger operations that can afford enterprise-level solutions. It's not just an efficiency problem – it's an equity issue that affects the entire industry.
Task Analysis
Task analysis was selected as a core method to in this study due to its ability to provide actionable insights into the key workflows of trucking professionals, specifically drivers, dispatchers, and logistics managers. The decision to use this method stems from the clarity gained through comprehensive user interviews and field research, which revealed detailed information about the day-to-day operations and challenges faced by these users.
Load Acquisition & Initial Documentation
Load Search
Finding and evaluating potential loads
Roles
Required Data
- Equipment availability
- Driver HOS status
- Load specifications
System Features
- Load board integration
- Equipment tracking
- Rate analysis tools
Rate Negotiation
Confirming rates and terms with shipper
Roles
Required Data
- Market rates
- Operating costs
- Distance calculations
System Features
- Rate calculator
- Digital contract generation
- Communication platform
Initial Documentation
Preparing required shipping documents
Roles
Required Data
- Customer details
- Load details
- Insurance information
System Features
- Document templates
- Auto-fill capability
- Digital signature
Pre-trip Preparation & Customs Clearance
Equipment Assignment
Matching load with appropriate equipment
Roles
Required Data
- Equipment specs
- Maintenance status
- Location data
System Features
- Equipment database
- Maintenance tracking
- Location tracking
Customs Documentation
Preparing cross-border paperwork
Roles
Required Data
- Cargo details
- Origin/Destination
- Vehicle information
System Features
- Customs form generator
- Document verification
- Border wait times
Route Planning
Optimizing route and scheduling
Roles
Required Data
- Traffic data
- Weight restrictions
- HOS availability
System Features
- Route optimization
- Weather alerts
- Rest stop locator
Active Shipment Phase
Progress Tracking
Monitoring shipment location and status
Roles
Required Data
- GPS location
- ETA updates
- HOS status
System Features
- Real-time tracking
- Status updates
- Alert system
Communication
Maintaining contact with stakeholders
Roles
Required Data
- Contact information
- Status updates
- Delay notifications
System Features
- In-app messaging
- Automated notifications
- Customer portal
Compliance Monitoring
Ensuring regulatory compliance
Roles
Required Data
- HOS logs
- Route restrictions
- Weight stations
System Features
- ELD integration
- Compliance alerts
- Digital logbook
Delivery & POD Processing
Delivery Confirmation
Documenting successful delivery
Roles
Required Data
- Delivery time
- Recipient details
- Cargo condition
System Features
- Digital POD capture
- Signature collection
- Damage reporting
Document Processing
Handling delivery documentation
Roles
Required Data
- POD
- Delivery notes
- Customer feedback
System Features
- Document upload
- Auto-filing
- Quality check
Post-delivery Compliance & Billing
Invoice Generation
Creating and sending invoices
Roles
Required Data
- Rate confirmation
- Additional charges
- Payment terms
System Features
- Automated invoicing
- Payment tracking
- Customer portal
Regulatory Reporting
Completing required filings
Roles
Required Data
- IFTA data
- HOS logs
- Weight records
System Features
- IFTA calculator
- Report generator
- Compliance dashboard
Document Archiving
Storing required documentation
Roles
Required Data
- Trip documents
- Compliance records
- Payment records
System Features
- Digital archive
- Search functionality
- Retention tracking
Regulatory Requirements
This requirement table serves as a blueprint for the design, guiding the development of features that cater to both regulatory compliance and the everyday needs of the app’s users. By combining research findings with design objectives, the table ensures that the app is both practical and user-centric.
Requirement Name | Description | Applies To | Frequency/Timeline | Source/Regulation |
|---|---|---|---|---|
International Fuel Tax Agreement Filing | Report of fuel consumption and miles traveled in each jurisdiction for tax purposes | VehiclesBusiness | Quarterly | International Fuel Tax Association (IFTA) |
Commercial Driver's License Maintenance | Maintain valid CDL with appropriate endorsements and medical certification | Drivers | Every 4 years, Medical cert every 2 years | Federal Motor Carrier Safety Administration (FMCSA) |
Hours of Service Logging | Electronic logging of driver work hours, rest periods, and duty status | Drivers | Daily | FMCSA ELD Mandate |
Drug and Alcohol Testing Program | Random testing, post-accident testing, and maintaining testing records | DriversBusiness | Random: Quarterly, Pre-employment: As needed | FMCSA Drug & Alcohol Testing Regulations |
International Registration Plan | Vehicle registration program for interstate commercial vehicles | VehiclesBusiness | Annually | International Registration Plan, Inc. |
Vehicle Inspection Reports | Pre-trip and post-trip vehicle inspection documentation | DriversVehicles | Daily | FMCSA Safety Regulations |
Heavy Vehicle Use Tax | Annual tax for vehicles with gross weight 55,000 pounds or more | VehiclesBusiness | Annually (Form 2290) | Internal Revenue Service |
Unified Carrier Registration | Registration required for interstate carriers | Business | Annually | Unified Carrier Registration Plan |
Motor Vehicle Record Check | Review of driver's licensing, violations, and accidents | Drivers | Annually | FMCSA Safety Regulations |
Accident Register Maintenance | Record keeping of all accidents, incidents, and investigations | Business | Ongoing (3-year retention) | FMCSA Part 390.15 |
International Fuel Tax Agreement Filing
Description
Report of fuel consumption and miles traveled in each jurisdiction for tax purposes
Applies To
Frequency
Quarterly
Source
International Fuel Tax Association (IFTA)
Commercial Driver's License Maintenance
Description
Maintain valid CDL with appropriate endorsements and medical certification
Applies To
Frequency
Every 4 years, Medical cert every 2 years
Source
Federal Motor Carrier Safety Administration (FMCSA)
Hours of Service Logging
Description
Electronic logging of driver work hours, rest periods, and duty status
Applies To
Frequency
Daily
Source
FMCSA ELD Mandate
Drug and Alcohol Testing Program
Description
Random testing, post-accident testing, and maintaining testing records
Applies To
Frequency
Random: Quarterly, Pre-employment: As needed
Source
FMCSA Drug & Alcohol Testing Regulations
International Registration Plan
Description
Vehicle registration program for interstate commercial vehicles
Applies To
Frequency
Annually
Source
International Registration Plan, Inc.
Vehicle Inspection Reports
Description
Pre-trip and post-trip vehicle inspection documentation
Applies To
Frequency
Daily
Source
FMCSA Safety Regulations
Heavy Vehicle Use Tax
Description
Annual tax for vehicles with gross weight 55,000 pounds or more
Applies To
Frequency
Annually (Form 2290)
Source
Internal Revenue Service
Unified Carrier Registration
Description
Registration required for interstate carriers
Applies To
Frequency
Annually
Source
Unified Carrier Registration Plan
Motor Vehicle Record Check
Description
Review of driver's licensing, violations, and accidents
Applies To
Frequency
Annually
Source
FMCSA Safety Regulations
Accident Register Maintenance
Description
Record keeping of all accidents, incidents, and investigations
Applies To
Frequency
Ongoing (3-year retention)
Source
FMCSA Part 390.15
Designing for Impact
In the ideation & design phase, we move from understanding user needs to conceptualizing solutions. A key decision is to prioritize a mobile app, given that truck drivers and field workers rely heavily on mobile devices for on-the-go tasks.
Reframing problems into oppurtunities
How might we simplify and streamline document management for shipments?
If we enable users to create and manage orders within the app, they can simplify the document management process by keeping all related information in one place.
If we allow users to attach and track required documents during the order creation process, they can ensure all documentation is complete and accessible for each shipment.
If we integrate an invoicing system into the app, users can generate, manage, and track invoices seamlessly, reducing manual effort and ensuring better document organization.
By offering cloud or local storage options, users can scan and store documents related to their business, equipment, drivers, or customers.
How might we streamline communication?
By implementing an integrated chat module, dispatchers can request and share documents directly with drivers.
An in-app chat feature can centralize all business communications, eliminating the need for external tools like email or text messages.
If we enable users to quickly access and search for contacts, companies, drivers, or brokers, we can reduce the time spent on communication and improve response efficiency.
How might we reduce data entry time?
If we integrate optical character recognition (OCR) technology, users can automatically extract and process data from documents, reducing manual entry and errors.
If we eliminate data entry redundancy by reusing previously entered information, users can save time and maintain consistency across records.
How might we enhance regulatory compliance?
If we implement automated notifications and predictive alerts, users can stay ahead of compliance deadlines and requirements.
If we automate the tracking of inspections, weight restrictions, and financial obligations, users can ensure ongoing compliance with minimal effort.
By implementing an equipment management module to track registration documents, vehicle health, and inspections, we can ensure compliance with regulatory requirements.
Information architecture
The information architecture below was developed by reframing the problems. Once we gain a clearer understanding of the app’s functionality and design, we can proceed to crafting and testing the user interface until achieving satisfactory results.
Open App
Sign Up
Form
First Name
Password
• Visibility icon
Validation:
• 8 characters
• upper & lowercase
• at least one number or symbol
Social Log-on
• Apple
Sign In
Form
Password
• Visibility icon
Social Log-on
• Apple
Navigation
Home Screen
Sub-menu
List of Shipment Cards
Shipment number
Driver
Next appointment
Status
Origin
Next destination
ETA
Active Shipment
Shipment Details
Shipment number
Driver
Commodity
Status
Next appointment
ETA
Origin
Destination
Total distance
Shipment rate
Dispatcher fee
Driver pay
Max load weight
Truck number
Trailer number
Attachments
Contacts
Navigation
New Shipment
Form
Driver Type
• Single driver
• Team driver
Search Driver
Shipment weight
Truck
Trailer
Commodity
Shipment rate
Origin
Destination
Appointment date
Contact selection
• Search contact
• Show selected contacts
Navigation
Profile
Form
Edit Profile
Form
Phone number
Address
Availability toggle
Sketches
Wireframes
Testing the Wireframes
Based on the initial wireframes of the primary user flows, I conducted usability testing with several participants. Their feedback led to necessary refinements and resulted in a more streamlined user interface for the final design iteration.
High Fidelity Design
Impact and Future Vision
Through our research and development of VanHaul, we uncovered fundamental insights about the transportation industry that will shape its future:
Small carriers, despite moving 70% of North America's freight, have been largely overlooked by technology companies. Most existing solutions are built for large enterprises, leaving smaller operations to cobble together multiple tools or rely on manual processes.
The industry's strength lies in its relationships. Our field study revealed how trust between carriers, brokers, and customers drives business success. Any technological solution must enhance, not replace, these vital connections.
Mobile-first solutions are essential. Our observations showed that drivers and dispatchers rely heavily on their phones, yet most existing software platforms are designed primarily for desktop use.
Documentation and compliance aren't just administrative tasks – they're critical business functions that directly impact a carrier's ability to win contracts and maintain relationships with brokers. When small carriers struggle with these processes, it creates a ripple effect throughout the supply chain
These insights have guided VanHaul's development, ensuring we're not just building another tool, but creating a solution that truly understands and supports the way small carriers work.
The Road Ahead
As we continue to evolve VanHaul, our focus remains firmly on the people who make freight transportation possible. Through ongoing collaboration with drivers, dispatchers, and carrier owners, we're not just building software – we're creating a future where technology serves the human side of logistics.
The next phase includes:
Expanding our user research to include more diverse carrier operations
Developing new features based on observed user workflows
Creating tools that strengthen the trust-based relationships we've observed in the industry