CARRIER MARKET BOOKING
Carriers (drivers, dispatches and owner operators) use CoyoteGO Web platform for finding, booking and tracking loads. CoyoteGO Web application (previously known as Available Loads) is the screen that carriers spend most of their time deciding which loads to book. This initiative was to understand Coyote’s carrier demographic and learn about their motivations and frustrations around load booking and tracking loads.
PROCESS
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Identified 30 carriers that vary in experience in logistics and relationship with Coyote for the purpose of this project.​
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Conducted user interviews with all the carriers to learn about the search patterns on the platform. Got some insight into how these carriers use the filters while booking loads.
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Conducted a white boarding session with a select group of professionals to help analyze the data. During this session, the interview data was sorted under these categories - load search habits, load booking habits, tracking on mobile, detention instances, competitor apps etc.
FINDINGS
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The white boarding sessions and interviews led to the development of 4 personas that fall under the carrier market booking umbrella for Coyote. The personas touch on the goals, frustrations, load booking habits and personality traits that Coyote’s carriers embody.
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The rates at which carriers book these loads are greatly influenced by the market rates, long term relationships with Coyote, availability of loads in specific areas and preferences around pickup and delivery facilities.
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Detention compensation was identified as a major frustration by most of the participants. This led to the introduction of a new feature and user flow for detention request that would help the users compensate for their time in the event of a delay.
