QUOTE & SHIP
Quote & Ship is a website platform which allows Coyote's customers to log in and book shipments by allowing them to select the dimensions, weight, pallet size, hazmat specifications, facility and find the best rates for booking these shipments. Initially, this product only had the capability to book shipments based on available carriers. Customers did not have the freedom to build their own loads - they were assisted by customer and operations representatives on the floor that helped complete their shipment. To simplify the customer experience, the team created an end-to-end shipper self service experience on the Coyote website.
PROCESS
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Conducted user interviews with customers to understand their primary shipping needs, their process of building & booking loads and their communication with their teams. These interviews identified 4 personas and helped understand their motivations and frustrations around booking shipments.
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A need for Self-Quoting was recognized. The design for self-quoting was then tested with panel of Coyote's customers.
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A feedback survey was conducted to get qualitative feedback on what Coyote's customers expected from a self-quoting application. The survey came back with responses from all customers that they expected to build the shipment themselves after quoting.
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Self-Load Building tool was designed and developed. Before its release, the design was tested with several customers to get objective feedback on this tool and observe their interactions with the website. This was very received by our customers.
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Usability tests of the Self Load Building tool showed that customers wanted to complete their payments on this platform. This was communicated with the design team. These features were added to the website interface.
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The new shipper end-to-end self quoting and load building experience was released to all our customers. Usability tests on this interface continues till date. Most of Coyote's customers have moved to quoting and booking the load themselves.
The entire product cycle for Quote & Ship website platform
FINDINGS
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The Quote & Ship design went through several iterations and several usability tests to improve the efficiency of user flow. With each usability test, the users' expectations were marked on a severity scale (High - to - Low), to focus the team's resources towards design changes that yield high impact.
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The System Usability Scale (SUS) Score was calculated after every usability test to standardize the matrix with which you measure usability and likeliness to use the website again. After several research sessions and usability testing sessions, Quote & Ship tested a high score of 88 percentile. (Shown in the image on the right.
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Most of Coyote's customers have moved to quoting and booking the load themselves having a total of 2042 new shippers enrolling for the self-service experience.
