Unlocking a Competitive Edge in Logistics through Centralized Freight Acquisition
A fast-growing US-based logistics brokerage company needed a single platform to replace a fragmented mix of TMS tools, rate management systems, and manual processes. I took the product from blank canvas to shipped MVP, defining the information architecture, building the wireframe foundation, and designing the interface that became the company’s core operational asset.
My role
From first wireframe to shipped MVP
I was the UX/UI designer on this engagement from day one. Starting with discovery workshops alongside business analysts and the client team, I translated raw logistics workflows and pain points into a coherent information architecture. From there I built the full wireframe system: every screen, every state, every edge case in the freight acquisition flow, and carried the design through to high-fidelity UI, component library, and developer handoff.
The problem
15 tools. No single source of truth. Bids placed on guesswork.
The freight acquisition process relied on a patchwork of third-party TMS platforms, rate management systems, and manual spreadsheet workflows. Quote acquisition was slow and error-prone. Freight data was scattered across 15 different sources with no unified view. Price volatility and demand fluctuations were nearly impossible to react to in real time. The company was leaving revenue on the table every day, not because of market conditions, but because of its tooling.
Research & Discovery
Understanding how freight brokers actually work.
Discovery included stakeholder workshops with the brokerage team, shadowing sessions with active brokers and dispatchers, and an audit of all 15 existing tools, logging where data lived, where it was duplicated, and where it went missing entirely.
Solution
A unified freight acquisition platform built to scale beyond MVP
Four core capabilities designed from the ground up, each directly addressing a discovery finding:
Centralized Data Access
Seamless aggregation of 15 freight data sources into one interface. No more tool-switching mid-workflow. Brokers see everything they need on one screen: carrier availability, market rates, lane history, real-time load board.
Real-Time Analytics & BI Reporting
Consolidated data enabled accurate bid modeling, historical trend analysis, and predictive insights. Timely responses to market opportunities became possible for the first time. No more decisions made on gut feel.
Intelligent Process Automation
RPA and smart workflow automation reduced manual steps throughout the freight acquisition lifecycle. Increased quote volume and win rate simultaneously: the same team handled significantly more loads post-launch.
Scalable Information Architecture
A clear, reusable component system designed to grow. The IA built for MVP supported every new feature added after launch, with no rework required.
Results
MVP shipped. Stakeholders bought in. Product scaled.
The platform validated on all key dimensions at launch: operational efficiency, user adoption, and business growth. Each outcome mapped directly to a discovery finding.
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Accuracy
Increased decision-making accuracy
Data-driven risk mitigation replaced guesswork. Brokers bid with confidence backed by real market data.
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Silos
Eliminated data silos
Centralized access to all freight data for all users: every broker, dispatcher, and analyst working from the same source of truth.
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5×
Boosted revenue potential
Five times more freight quotes processed post-launch. The same team, dramatically higher throughput.
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Scale
Fast business scaling
Consistent product architecture enabled rapid feature addition after MVP, with no IA rework.
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Growth
New growth opportunities
Cross-system automation unlocked revenue streams that were previously invisible: freight lanes, carrier relationships, and market timing all trackable for the first time.