OneSeven Tech | Digital Product Studio for Startups and Enterprises

Our project with MyCarrier involved UX Research, User Interviews, and a comprehensive UX/UI redesign of the MyCarrierTMS onboarding process and navigation.

OST Project Team

client goal

The primary objectives for the MyCarrier project were to optimize the user onboarding flow to improve conversion rates and to relaunch the subscription product to their 4,000 customers. The client's VP of Product emphasized achieving 100% on-time deliveries for the sprint deadlines during the engagement as the key success metric.

challenges

Initially, MyCarrierTMS served as a proof of concept (POC) and quickly gained significant market traction, amassing 4,000 customers shortly after raising their Series A round. However, the platform wasn't built to scale, necessitating a redesign and refactor. Through user research and discussions with the MyCarrier team, OneSeven Tech identified significant pain points: shippers struggled to onboard without customer support intervention due to complex integration steps during onboarding, leading to high drop-off rates.

To address this, enabling self-service onboarding without customer support intervention was essential, a critical metric for MyCarrier's user adoption. OneSeven Tech devised a strategy to increase user acquisition and reduce churn by having integrated carriers send invitations to their customers and key stakeholders with access to the necessary account ID and API key information to join MyCarrierTMS. Before this feature, the conversion rate for user onboarding was less than 13%. Implementing this feature significantly improved conversion rates, allowing MyCarrier to process over $1 billion in LTL transactions in the months following the engagement, successfully leading to a Series B round.

key features

To achieve the project's goals and address the identified challenges, OneSeven implemented several key features:

UX Research:

Competitor Analysis: Conducted extensive UX research and competitor analysis to understand user needs and market standards.
Support Team Interviews: Engaged with the support team to identify existing problems and pain points from a user support perspective.

User Onboarding:

Tutorial: Step-by-step instructions set user expectations and introduced the power of the MyCarrierTMS platform.

Company Information: Utilized auto-populate and auto-complete functionalities to relieve user friction and shorten form completion time.
Carrier Selection: Personalized the onboarding experience by allowing users to select carriers they work with.
Carrier Account and API Integration: Provided clear integration instructions.
User Invitations: Enabled inviting users to the platform to complete onboarding.
Offer a Quote: Simplified the process to allow users to easily offer quotes.
Platform Navigation Redesign:
- Information Hierarchy Redesign: Improved information hierarchy for better navigation.
- Access to Carrier Integrations: Simplified access to carrier integrations.
- Upgrade Account: Streamlined the process for users to upgrade their accounts.
- User Feedback: Simplified integration forms and provided on-demand support to help users successfully integrate carriers and get fully set up to generate quotes.
- Support CTA: Added prominent calls to action for support.
- Profile/Settings: Enhanced profile and settings management.
Reusable UI Component Library:
- Developed a reusable UI component library in the new visual style, ensuring consistency across the entire app, not just the onboarding flow. This setup ensured future success and ease of updates for the MyCarrier team.

WHAT OUR CLIENTS SAY…

“They served as a true extension of our company...We required high-fidelity designs to meet our Sprint deadlines, and we achieved 100% on-time deliveries for those. In other words, we never missed any deliveries during the engagement.”