Optimizing the user onboarding flow to improve conversion.
Transportation, Logistics, & Storage
About the Client
MyCarrier was founded in 2017 by Michael Bookout and Chris Scheid, both transportation industry veterans who saw the need for small and mid-market shippers to have access to a transportation management system without going through a broker. They created MyCarrierTMS to help quote, book, and track freight in less time, and for less money, through one easy-to-use integrated shipping platform. Now backed by Greycroft and Lerer Hippeau through a Series A round of funding, MyCarrier is an industry leading provider for Less-than-Truckload (LTL) shippers.
A large part of how MyCarrier grew their user base was by having integrated carriers send invitations to their customers asking them to join the MyCarrierTMS platform. However, they noticed a below-target conversion rate of 13% for user onboarding. Through user research and conversations with the MyCarrier team, OneSeven was able to identify a few of the major pain points. Shippers could not onboard without the help of support due to complex integration steps, which led to significant drop-off. With ease of adoption a top priority, MyCarrier needed help solving this problem.
Our design team spent weeks exploring new designs/flows and testing them with users. In that process we learned the importance that copy and content played when demonstrating the value of this flow. With those insights in mind, we found it best to spread the onboarding flow across a few more screens to add context for users and help them focus on one task at a time. These changes made it clear to users why they had to complete the flow and made it easy for them to do it. Our design team finished the redesign within 3 months and handed off development-ready files for the MyCarrier team to build and launch by early March 2022.