Uber Multi
Enhancing Freight Efficiency To Maximize Revenue
Background
Uber Freight is a 3rd party digital platform in the logistics industry. It connects shippers with freight carriers to streamline the freight shipping process by air, by sea and by land.
This case study centers on freight shipments within the USA, with trucks as the sole mode of transportation.
Challenge
Inefficient freight routing and driver shortage lead to significant losses for both shippers and carriers, and limiting user growth.
Research
A comprehensive online research was carried out to identify key pain points in the freight industry, with a specific focus on Uber Freight.
A primary issue uncovered was empty miles - the inefficiency of trucks traveling with little or no cargo
due to suboptimal routes, leading to:
Wasted fuel.
Unnecessary environmental impact.
Underutilized truck capacity - Increasing shippers’ expenses and reduces truck drivers’ earnings.
Insights
In 2023, 43% of shippers reported shipping partially empty trucks, with an average of 55% unused deck space.
Empty miles comprising about 32% of independent carriers total milage driven.
Those insights guided further exploration into potential solutions for improving efficiency and users satisfaction.
Personas
The shipper
Shippers use the Uber Freight Transportation Management System (TMS), designed to help them book shipments, track progress, and access data on shipment performance and expenses.
When booking a shipment, large-scale shippers typically prefer to use the entire truck space (called Full Truckload - FTL) over sharing the truck space with other shipper’s shipments, as it increases the likelihood of their shipment arriving on time and reduces the risk of cargo damage or loss.
Pain Points
In FTL shipment, shippers can only book One truck per shipment to a single address.
Some trucks end up with unused space during the shipment.
Shippers face higher costs since payment is made per truck.
Optimizing Routes
As trucks were leaving the same pickup point with unused space while carrying separate shipments, the solution was simple: Multi-Drop Deliveries - consolidating shipments in order to optimize truck capacity, and lower shipping costs.
Design
A toggle was chosen over an "Add Delivery" button to better align with shippers’ systems and reduce information overload for those not using the Multi Deliveries feature.
Accordion cards were used to display delivery details with real-time feedback in context.
This component, already used across Uber platforms like Uber Freight, improves learnability and reduces development time.
The Carrier
Truck carriers use the Uber Freight mobile app to find and book loads that match their preferences, receive information about shipments, and to communicate with shippers or receivers.
Independent truck drivers aim to maximize their earnings quickly. Their pay depends on route distance and the number of pickups and deliveries - key factors that shape their decisions.
Pain Points
Strict truck driving regulations that limit work hours.
Shipments include only one pickup and delivery, restricting the potential earnings per shipment.
Optimizing Earnings
Multi-drop deliveries help carriers earn more per shipment, increasing their overall earnings. To offset additional labor, carriers receive incentives like accommodation and food for each delivery.
Design
Color Choice: Orange was chosen to represent these shipments, symbolizing the balance of extra effort and higher earnings.
Incentives: Drivers see additional earnings upfront. Any chosen incentive (like food or lodging) is deducted automatically - no payment needed during the trip.
Customer Success Manager
Uber Freight’s Customer Success Managers help shippers and carriers resolve issues from booking to delivery, driving the company’s KPI success.
KPIs
Increase in FTL multi-drop delivery shipments.
Increase in shipment frequency – Shippers can book without waiting for a full truck.
Increase in carrier earnings – More multi-drop delivery shipments mean more income.
User growth — Better driver earnings and shipper savings attract more users.
The Dashboard
The dashboard enhances customer success efficiency in resolving issues and providing support to users, while securing company’s KPI’s.
Extra focus was placed on live emergency coverage, as issues in multi-drop shipments can impact shippers, carriers, and Uber Freight more than standard shipments.
Dashboard cards
Real-Time Monthly Data.
Assignment Rates - Enhancing coordination
between shippers and carriers.carrier Engagement Rate.
Real-Time Monthly Data.
Live Emergencies.
Future plans and AI integration
Data from multi-drop delivery shipments will power algorithms that optimize delivery planning, helping shippers easily distribute loads and plan for future growth.