MAST design system

A design system for Freightos - the freight marketplace

Freight can be really hard.

Two hours/shipment

Time. It all takes time

83% of importers lack full shipment visibility

Who’s the quarterback?

Juggling between 3-4 providers (or worse, only one!)

Increasingly complicated supply chains

Average of 30% price spread

No true market transparency.

Freight is a complicated business, a very long chain of processes and people that connect many dots into a single line.  Although Freightos is a platform that centralizes all of the components needed to complete a shipment from a factory on one side of the planet to a warehouse/store on the other, it still takes some effort and input from a buyer to complete shipment.

The general process in every
Air and Ocean Shipment consists of nine steps

Quoting

Pre-carriage/pick-up

Deconsolidation

Shipment creation

Consolidation

Customs clearance

Carrier booking

Main transport

On-carriage/delivery

The general process in every
Air and Ocean Shipment consists of nine steps

The problem

New users experience disorientation while placing an order for a first time shipment after choosing the right date and transport mode on the Frieghtos platform. This problem creates a decrease in retention. Although many friction points arise along the user journey, some of them happen at the user input step at the shipment execution stage. Usually, this occurs because of a lack of knowledge and experience with new shippers. They lack the knowledge about how freight management and who is responsible for what part of the process.

Cognitive overload and disorientation 

Users are asked to input a lot of documents and sign some forms. Some are needed to clear customs and some just to get the shipment on the freighter. If a user is inexperienced, he is lacking the knowledge not only of how to fill the form, but also where to get them and about their importance. The whole process, after the user with less experience searched and searched on the platform, takes 2.5 hours on average.

Quantitative and qualitative research

After looking at the data from FullStory and Amplitude, contract wireframes, validate it with some users, (at Freightos we called them Design partners) create more detailed prototypes, test them, fix if needed and lunch!
After, check the data and iterate 

The data shows that the users are scrolling up and down the page many times. They try to figure out where is the right place to start. Missing information on the shipment console and continuous actions happening outside the platform are forcing the user to zigzag to his inbox and back.

The full journey

When looking at a first time user's experience on the platform, the research needs to cover not just the problematic segment; it should include the overall user journey. Values that are promised to the user at an earlier stage of the journey are not lived up for later. A lot of small things add up and could explode down the road.

Break it down to chunks

Predictability, efficiency, and transparency are the values that are needed to be reflected in this scenario. The result is to create a checklist to point out what is needed to be inputted. Clicking on the items will scroll to the relevant area. Make the required information more prominent to spot quickly. It makes it more understandable if a task is completed or not. After submitting information, direct the user to help articles about the next moves or advanced tasks. All to make the next steps easy and predictable without surprises.

So how did we do?

Information completion time was shorten by 24%

Orientation was improved, and the retention rate had increased by 4.5%

Retention rate had increased by 4.5%

There are three classes of people: those who see, those who see when they are shown, those who do not see.