Quick wins.
Representatives prioritized straightforward loads that could be booked with fewer calls and negotiations.
3PL LogisticsSelf-Service Booking
Self-Service Booking.
When the answer was yes, booking shouldn't need a broker.
I designed direct acceptance, negotiation, and exception paths for carriers responding to freight offers. A later, narrower Redwood pilot tested straightforward acceptance and increased bid-processing throughput by 15%.
- My Role
- UX Lead
- Carrier response and acceptance workflows
- Interfaces & Systems
- Desktop / Web
- Project Scope
- +15%
- Bid-processing throughput in the later Redwood pilot
The problem: Routine bookings delayed difficult freight.
Straightforward loads were usually booked first, using the same representative attention needed for complex freight. As the day progressed and carrier availability narrowed, the remaining loads became harder to place.
Fewer options.
Complex freight waited while the pool of available carriers diminished.
The scheduling problem
Routine acceptance and complex negotiation competed for the same people. I explored moving straightforward commitments out of that queue while preserving representative involvement for exceptions.
One offer. Five ways to respond.
02 / EARLIER DESIGN: STRIVE DIGITAL FREIGHT MATCH
Five carrier response options.
I designed an HTML interaction prototype that let carriers accept, make an offer, decline for capacity, manage lane preferences, or unsubscribe from a matched-load email. Each response led to confirmation, an appropriate follow-up, or a representative handoff.
1. RECEIVE EMAILCarrier receives a matched-load
email with key details.
email with key details.
Booking confirmed▬▬▬▬▬▬▬
Send counteroffer▬▬▬▬▬▬▬
Send no capacity response▬▬▬▬▬▬▬
Submit lane preferences▬▬▬▬▬▬▬
Confirm unsubscribe▬▬▬▬▬▬▬
Counteroffer resultAccepted / Declined
Handoff to representativefor continued negotiation.
Confirmation received▬▬▬▬▬▬▬
Preferences updated▬▬▬▬▬▬▬
Unsubscribed▬▬▬▬▬▬▬
On smaller screens, scroll sideways to explore the complete diagram.
SELECT A DECISION IN THE DIAGRAMExplore a decision path
Interactive diagramChoose a decision or response above to reveal what happens next and highlight its place in the flow.
Unresolved counteroffers returned to a representative, preserving a human path when the exchange required further negotiation.
Prioritize likely carriers. Test direct acceptance.
03 / LATER PILOT: REDWOOD ONE-CLICK ACCEPTANCE
One-click carrier acceptance.
After the acquisition, Redwood tested a narrower model before adopting the broader response experience. Carrier matching prioritized outreach, and the pilot email offered Accept, Notify (manage lane), and Decline.
Carrier response
1. MATCH CARRIERSIdentify and prioritize carriers most likely to accept the offer.
2. SEND EMAIL WAVESSend the matched-load email in groups of five carriers at a time.
3. CARRIER RESPONSESCarriers can accept, notify (manage lane), or decline directly from the email.
4. DIRECT ACCEPTANCEAccepted offers create a booking without requiring a broker to negotiate.
On smaller screens, scroll sideways to explore the complete diagram.
SELECT A DECISION IN THE DIAGRAMExplore a decision path
Interactive diagramChoose a decision or response above to reveal what happens next and highlight its place in the flow.
Offers went to groups of five carriers at a time. The pilot focused on whether straightforward acceptance could complete a booking without routine broker negotiation.
Result: 15% higher bid-processing throughput.
The Redwood one-click acceptance pilot increased bid-processing throughput by 15%, compared with a projected improvement of 3–5%.
+15%
Improvement in bid-processing throughput during the later Redwood direct-acceptance pilot.
Representatives found a shortcut, too.
Representatives also began using the carrier-facing acceptance link after receiving verbal agreement. An interaction designed for external carriers offered a simpler way to record an already-agreed commitment internally.
Designed for external carriers
Accept straightforward freight directly.
Also used internally
Record an already-agreed commitment.
Design judgment Separate routine acceptance from the work that needs negotiation and judgment. The pilot’s measured result was bid-processing throughput; the unexpected internal use revealed another task the interaction could simplify.