Project: Transfix App


Research, Wireframing, Prototyping, Conducting Usability Studies, Accesibility, Visual &

Iterating Design

Duration: Sep 2021 - Oct 2023

Project Vision


Create a user-centric, industry-leading platform that seamlessly connects and empowers all stakeholders in the freight management ecosystem. We aspire to offer an app that simplifies complex operations, enhances communication, and provides real-time visibility into shipments, all while prioritizing usability and efficiency. Through ongoing user feedback integration, continuous improvement, and a commitment to transparency, our vision is to establish the Transfix app as the go-to solution for Drivers, Dispatchers, and Carrier Managers, enabling them to navigate their tasks with ease, confidence, and trust, ultimately revolutionizing the freight management experience.

1)  Diverse User Needs.


2)  Usability vs. Complexity.


3)  User Adoption and Training.


4)  Continuous Improvement and Feedback Loop.

Starting Point

The starting point for the Transfix mobile app redesign project was the recognition of existing pain points and inefficiencies within the previous app version, which was hindering the seamless management of freight operations for Drivers, Dispatchers, and Carrier Managers. Armed with a wealth of user feedback, our team embarked on this transformational journey with a clear goal: to create a user-centric, intuitive, and industry-leading solution that would empower users, simplify complex tasks, and foster efficient communication and transparency. We began by conducting comprehensive user research to understand the diverse needs and expectations of our three primary user groups, laying the groundwork for a design and development process guided by user feedback and focused on enhancing usability and operational efficiency.


The project was underpinned by several key assumptions. Firstly, we assumed that by simplifying the app's navigation and providing clear task guidance, we would significantly enhance its usability and reduce the learning curve for users, including less tech-savvy Drivers. Secondly, we assumed that real-time updates and improved communication tools would lead to more efficient and error-free freight management, reducing operational bottlenecks and delays. Additionally, we assumed that transparent payment processing would foster trust among users, contributing to stronger relationships and fewer payment disputes. Lastly, we assumed that by offering user training and support resources, we could bridge the digital skills gap and ensure that all user groups could effectively utilize the redesigned app, ultimately delivering a more positive user experience. These assumptions guided our project strategy and design decisions, aiming to address user pain points and optimize freight management operations.


Business Goals: Enhancing Freight Management Efficiency.


Users: Drivers, DIspatchers and Carriers


User Goals: Streamlining Freight Tasks and Communication.


Potential Features: Intuitive Navigation, Real-Time Updates, and Enhanced Communication.

User Testing & Observations

Our team interview a sample of fifteen participants when conducting research during our first sprint cycle.

Apps as Organizational Tools

A Deeper Understanding

The usability testing results regarding the Transfix mobile app as a management tool revealed a significant improvement in user satisfaction and efficiency. Participants from all user groups found the redesigned app considerably more user-friendly, with simplified navigation and clear task guidance. Dispatchers reported a notable reduction in the time required to assign and manage loads, while Drivers highlighted the enhanced ease of uploading Proof of Delivery (POD) documents. Carriers, in particular, praised the real-time updates and communication features, which facilitated smoother coordination and reduced operational delays. Overall, the usability testing showcased the app's transformation into an effective management tool, streamlining operations, and improving communication, resulting in a more positive user experience across all user groups.

Usability testing provided valuable insights into users' deeper understanding and interactions with the Transfix mobile app. Participants exhibited a more profound grasp of the app's functionalities, navigation, and task flows, signifying improved user comprehension. Dispatchers demonstrated an increased ability to effectively manage and track multiple shipments simultaneously, while Drivers exhibited greater confidence in uploading Proof of Delivery (POD) documents, showcasing a more intuitive understanding of the process. The testing reaffirmed that the redesigned app had successfully addressed user pain points and fostered a deeper level of user engagement, translating to enhanced operational efficiency and a more fluid user experience throughout the freight management process.

Hypothesis Statements / Backlog

After we pieced together our assumptions into hypothesis statements, we created a backlog of our work. Next, we prioritized them according to which statements had the most amount of risk and least amount of risk, so that we could work on them first to either validate, or pivot towards another idea.

- Optimizing Freight Operations for Efficiency and Growth

- Increasing Customer Satisfaction

- Drivers

- Dispatchers

- Carriers

- Simplifying Task Execution and Enhancing Communication

- Efficient Load Management and Streamlined Coordination

- Real-time Visibility and Improved Resource Allocation

- Intuitive Load Assignment, Easy Proof of Delivery (POD) Capture, and Real-time Communication

-Efficient Load Assignment, Real-time Shipment Tracking, and Enhanced Communication Tools

- Resource Allocation Dashboard, Clear Shipment Details, and Real-time Updates















Meet the users


Name: David


Age: 45


Family: Single, lives alone


Occupation: Truck Driver


Name: Emily


Age: 30


Family: Single, lives alone


Occupation: Dispatcher

David is a 45-year-old truck driver with two decades of experience in the freight industry. He's not particularly tech-savvy and prefers simplicity in the mobile app. His primary goal is to complete deliveries and documentation efficiently, so he seeks a user-friendly interface and clear, intuitive instructions for tasks like uploading Proof of Delivery (POD) documents. David values straightforward communication channels to receive updates and instructions, aiming to feel more confident while using the app for work.

Emily is a 30-year-old dispatcher with five years of experience managing freight shipments. She's tech-savvy and relies on various software tools for her work. Emily's key needs include a streamlined workflow and improved communication within the app to efficiently coordinate shipments and interact with Drivers and Carriers. She aims to optimize freight operations and reduce administrative overhead, making a user-friendly app interface essential to her goals.

Low Resolution Ideation

The low-resolution ideation stage of this project was characterized by a creative exploration of initial design concepts and ideas. Using rough sketches, wireframes, and basic prototypes, we began visualizing potential solutions to address user pain points and enhance the Transfix mobile app's functionality. This ideation phase encouraged a collaborative, open-minded approach, fostering a culture of innovation within the team. While the concepts were not refined at this stage, they provided a foundational framework for more detailed design iterations, setting the project on a promising path toward user-centric enhancements and operational efficiency improvements.


The wireflow design phase of this project was instrumental in translating initial concepts into a more structured and visually coherent representation. These low-fidelity wireflows served as a bridge between abstract ideas and concrete user interactions within the Transfix mobile app. By mapping out user journeys and task flows, we established a clearer understanding of how the app's features would align with user needs. These wireflows helped identify potential bottlenecks and usability challenges early on, enabling us to iterate and refine the design for optimal user experience. This phase laid the foundation for the subsequent high-fidelity design and development stages, ensuring that the app's functionality would align seamlessly with the project's goals of simplifying freight management and enhancing communication.

Hi-Fidelity Prototyping

The high-fidelity prototype design phase represented a significant leap forward in the Transfix mobile app redesign project. It transformed the wireframes and low-resolution ideation into a polished, visually engaging, and functionally rich prototype. This high-fidelity prototype not only showcased the app's user interface in greater detail but also provided a near-realistic experience of how the app would look and behave. It incorporated refined visual elements, interactive components, and seamless user flows, enabling stakeholders to visualize the final product. By bringing the app to life in this phase, we were able to conduct more immersive user testing, gather valuable feedback, and make precise refinements that aligned with our objectives of delivering a user-centric, efficient, and industry-leading freight management solution.

The central challenge of this project lay in harmonizing the diverse needs and technological proficiencies of the three distinct user groups - Drivers, Dispatchers, and Carrier Managers - within the Transfix mobile app. Balancing the app's usability for less tech-savvy Drivers, who are essential to the freight operations, while providing comprehensive tools for Dispatchers and Carrier Managers required meticulous design considerations. Striving to simplify complex tasks without sacrificing essential functionalities and ensuring that the redesigned app catered to all user segments presented a multifaceted challenge that demanded thoughtful navigation, communication, and feature design. Bridging this digital divide while enhancing the user experience for all was a pivotal challenge successfully addressed through the project's user-centric approach.

Harmonizing Diverse User Needs: Balancing Usability and Functionality



My personal takeaways from this project have been both professionally enriching and personally fulfilling. The experience of leading the redesign of the Transfix mobile app reaffirmed the power of user-centric design in addressing complex challenges. I've learned that by closely listening to user feedback, understanding their unique needs, and iteratively refining design solutions, it's possible to create transformative digital experiences. The project underscored the importance of adaptability and interdisciplinary collaboration, as it brought together various stakeholders, from designers and developers to users themselves, in a unified pursuit of excellence. It was a reminder that technology can bridge gaps and empower users across different skill levels, ultimately enhancing their lives and professional endeavors.

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