Uber Freight - Complex System
A Smart Solution to Loading Delays
OVERVIEW
Designing for a complex B2B freight system—minimizing errors, optimizing workflows, and creating clarity across all user roles.
The Challenge
Frequent loading delays in large logistics warehouses across the U.S.
These aren’t due to breakdowns—but to vague information, missing details, and inefficient interfaces. This leads to frustration, wasted time, and operational bottlenecks.
Background
Understanding Uber Freight and the US Trucking Industry
Uber Freight is a global logistics company that connects shippers and carriers via a digital platform.
Our focus was on the U.S. trucking sector, where the complexity of the logistics landscape—comprising companies of various sizes and cargo types—presents unique challenges.
Through Uber Freight's platform, both shippers and carriers interact via web and mobile applications, facilitating transparent and efficient freight operations.
Research
How Loading Delays Translate into Real Costs.
Delays between warehouses and drivers lead to three major inefficiencies:
Unpaid driver waiting time
Poor resource planning in warehouses
Increased support load due to client frustration
These issues cost time, money, and trust.
Persona
Goals & Challenges
Goals:
Coordinate multiple simultaneous shipments
Assign workers and equipment based on loading schedules
Ensure smooth transition from warehouse to delivery
Challenges:
Limited visibility on when and where trucks arrive
Difficulty allocating resources across multiple loading zones
Need to communicate accurate details with minimal friction
Goals:
Increase driving time, reduce idle time
Have clear directions and expectations
Ensure smooth operations without unnecessary communication
Challenges:
Unclear arrival instructions or missing contact person
Time lost from waiting or unloading issues
Financial losses from unpaid waiting or delays
Goals:
Track shipments and loading activities instantly
Predict and fix possible delays
Offer clear reports to teams and clients
Challenges:
Poor visibility of shipments and loading areas
Responding to issues instead of preventing them
No main dashboard for performance metrics or alerts
Shippers
Drivers
CS&S
How might we
Improve the coordination and efficiency of loading processes to reduce delays in Uber Freight?
The Shipper
Current State:
Optional fields lead to missed info—and costly miscoordination
An optional section to input key loading details. Since it's not mandatory, this data is often omitted, creating confusion and inefficiencies at the loading site.
The Solution:
Turned the optional fields into a required step
This change enables better preparation, resource allocation, and reduced delays for high-volume warehouse operations.
The Driver
Current State:
Drivers lack access to clear loading info, causing delays and confusion
Critical information such as warehouse location, dock number, or contact person is either missing or hard to find. Drivers must actively search for what they need, which leads to confusion, delays, and loss of income.
The Solution:
Guided flow shows what drivers need, when they need it
redesigned the driver flow into a clean, step-by-step interface. less friction, more clarity, and faster operations.
Customer Support & Success Team
Problem:
Lack of real-time data prevents the team from identifying issues early and supporting clients effectively.
The Solution:
Real-time dashboard enables faster support and smarter client insights.
monitor delays in real time, assist clients instantly, and analyze performance trends across drivers and warehouses—unlocking better service
Quick Info Cards
At-a-glance metrics display the number of open issues, resolution rates, and response times, updated in real-time.
Live Shipment Table
Real-time loading status for each shipment. Includes arrival time, start time, and delay type (color-coded for priority)
Impact
A More Efficient Freight System
With our UX solutions, we tackles loading delays by creating clarity and trust across the board:
Shippers
Gain confidence that shipments will move smoothly and on schedule
Drivers
always know what’s next—on time, with clear guidance—feeling that their time matters
On-Time Delivery Breakdown
Visual summary of how many shipments were delivered on time, with a breakdown of delay reasons (e.g., warehouse not ready, navigation issues
Load Time Analysis
Compares expected vs. actual loading durations per day, helping identify operational bottlenecks.
Uber Freight
unlocks proactive problem-solving and operational insights that position the platform as a reliable, high-performance freight partner.