Quote and Ship Redesign
Coyote Logistics
My Role
1 of 2 Product Designers, User Researcher.
A complex and important redesign of Coyote's most visited page, Quote and Ship.
Summary
Coyote Quote and Ship (Q&S) is a vital component of the Coyote Logistics platform, enabling customers to obtain quotes for shipping freight through coyote.com. This case study outlines the comprehensive redesign of the Q&S page, focusing on optimizing speed and reducing redundant steps.
The workflow is seemingly simple... User enters shipment origin > User enters shipment destination > User enters Commodity (what they are shipping) > User selects a quote from the list of carriers > User pays and ships!
Research Phase
To kickstart the redesign process, extensive user research was conducted involving interviews with Coyote customers who frequently used the Q&S platform as well as internal Coyote Reps who use the platform to book freight on behalf of their customers. This research aimed to identify pain points, gather insights into user behaviors, and understand the specific needs of the users. We began with 10 usability sessions where we simply watched users book freight on the current page. This process helped us identify where there were speed bumps in the workflow, and having the users "think out loud" helped us immensely.
“My frustration with the tool today is having to enter duplicate information again and again.”
"I wish I could save my shipments so I don't have to re-create quotes every time."
"I don't like having to leave Quote and ship to get the density and freight class for my shipments. Also, I can not save commodities."
Wireframes
My fellow designer and I set out to create several iterations of wireframes. Our plan was to get all of our best ideas into these wireframes and find a way to combine them to create one prototype for usability testing. Using the insights we gathered in the research phase, I was able to create a whole new UX that included...
-Pre-populating as much information as possible
-Favoriting Shipments
-Saving previously shipped commodities
-Using a drawer UI that keeps the user on one page
All of these new insights made it into the final prototype and were integral in shortening and simplifying the Quote and Ship funnel. See below...
Usability Testing into Production
After creating a detailed prototype we were able to conduct usability testing with nearly 20 users! This showed us the pros and cons of our new designs. We ended up iterating off of the final designs a couple of times and settled on a brand new Quote and Ship design that has significantly increased conversion and reduced friction.
Keep an eye out for Coyote's new Quote and Ship tool sometime in late 2024!
