In its journey to digitize air freight, Freightos pursued enterprise-shipper spot rates by offering a solution that provides full transparency into their shipment planning — something that does not exist at all today, since enterprise shippers are solely dependent on their freight forwarder.

Responsibilities

Research

Ideation

Prototype

UX & UI design

Motion & interactions

The team

Guy Laor, VP UX & Design

Ian M. Arroyo, EVP, Strategy & Demand

Naama Tzarfati, Senior Product Manager

Cristina Sampaio, Product designer

The challenge

Today, enterprise shippers have little-to-no visibility into their shipments. To get a freight quote, they must send 3-5 different freight forwarders an email with their shipment load, point of origin/destination, and arrival date and time. After 24-72 hours, they usually receive a quote.

But even with a freight quote, most shippers don’t have important information on their shipment – itinerary, accurate departure and arrival dates and time, or even the carrier. This can impact costs and delivery times. Having all this Information pre-booking can benefit enterprise shippers through better planning, control, and knowledge of their shipments.

This case study will focus on the matrix search results solution which was designed for enterprise shippers with the major airlines collaboration that provided their APIs.

In 2019, this feature was applied and issued as a patent by European Union Intellectual Property Office.

The Process

Research

We set out on a journey to understand how enterprise shippers operate. We wanted to learn how they request quotes, what their day-to-day looks like, the way they book and manage numerous shipments, how they work with freight forwarders, customs brokers, with their own factories, and how they handle shipment exceptions.

This journey included Interviewing key stakeholders at companies like Volvo, Perry Ellis International, Target, and more.

I also performed what I call “desk research”, or reading about the industry and specific issues-related. This includes surveys and articles.

All these data points led to great quantitative and qualitative insights:

Key research findings

Meet some of our users and their main pain points

01.

Poor communication

Slow response and support times on forwarders behalf.

02.

Missing shipment information

The direct cause for delays and extra costs.

03.

Poor visibility

Leading to no control over shipments.

Industry survey

According to the Supply chain report Covering 1,700 companies:

Of shippers have partial visibility into their supply chain
Of shippers have no visibility into their supply chain at all

Ideate

After conducting the research and gathering all data and insights, we felt confident to start discussing and brainstorming features for the product roadmap.

How can we help them?

At this stage, together with the team and following our conversations with users, I translate insights into users’ needs and then into features.

User flow

Even though the flow is complicated and dependent on a lot of variables (mainly because of airlines’ APIs) we knew there was a lot we could do at this stage to help enterprise shippers better plan their shipments and prevent additional costs and frustrations that usually come post-booking.

Prototype

Wireframes

Now that I had enough information I started wireframing the ideas. I wireframed the tiles and layout separately, exploring different options. I used pencil & paper for fast iterations and moved to mid-fidelity for testing with users before final design.

Pencil & Paper
Mid Fidelity

Final design

For the visual design, we used Freightos design system – Singularity. You can view it here. 

The impact

When tested with our design partner Perry Ellis International, the impact was felt in 2 different areas:

  • Operational efficiency gains – spread across 3 teams: procurement team, customs and clearance, and the delivery team – 5%-8% depending on the shipment type and process.
  • Direct costs reduction  – 12%-14%.