TrackLo

TrackLo is a logistics platform that provides real-time shipment visibility for shippers, a load marketplace for carriers, and operational tools for internal teams to manage and optimize transportation workflows.

Product Overview

TrackLo is a logistics and drayage optimization platform designed to improve visibility, coordination, and efficiency across the transportation ecosystem. The product connects three key stakeholders — shippers, carriers, and internal operations teams — within a single operational environment.

Shipper Solution – Real-Time Visibility
Shippers gain end-to-end oversight of their cargo through real-time tracking of containers, trucks, and vessels. This enables better planning, proactive issue management, and more informed decision-making across the supply chain.

Carrier Solution – Load Marketplace
Carriers access a dynamic marketplace where they can:

• Discover and bid on available loads
• Secure work quickly and efficiently
• Optimize routes and reduce empty miles
• Consolidate loads to lower operational costs

Operations – Workflow Management
Internal operations teams use TrackLo to monitor shipments, coordinate between shippers and carriers, and manage exceptions. This centralized control layer ensures smooth execution, faster issue resolution, and improved service quality.

By aligning all stakeholders on one platform, TrackLo reduces operational friction, increases asset utilization, lowers transportation costs, and supports more efficient and sustainable logistics operations.

My Role

During my time at the company, I was responsible for redesigning and evolving multiple platform products, focusing on improving usability, operational efficiency, and overall product consistency.

From the start, I worked closely with cross-functional stakeholders, including Front-End and Back-End engineers, the Chief Product Officer, and the Chief Marketing Officer. This collaboration allowed me to stay closely aligned with both technical constraints and business objectives throughout the design process.

In addition to hands-on product design, I also mentored a junior designer, providing guidance on workflows, design decisions, and best practices.

Over a six-month period, I contributed to 10 products:

Product names have been modified due to NDA.

• Demurrage Coverage
• Group Load
• Container Tracking (part of Demurrage Coverage, with a separate user flow)
• Quote Calculator
• Control Tower
• CO₂ Dashboard
• Fees Dashboard
• Website Redesign
• Group Load – Stock Exchange
• Port Control Tower

Styling

Product 1/10: Demurrage Coverage

Demurrage Coverage is one of the core products within the TrackLo platform. Its primary purpose is to provide shippers with clear visibility into active and upcoming demurrage charges, while also helping them proactively reduce and manage these costs.

The product enables users to:

• Monitor containers at risk of incurring demurrage
• Track current and projected charges
• Identify opportunities to take action before penalties increase

My initial responsibility was to redesign the existing platform to improve clarity, usability, and decision support. During the redesign process, the scope expanded, and several new features and standalone product concepts emerged based on user needs and business opportunities. These additional developments are presented in the following sections.

Below is a comparison of the previous and redesigned interface.

Additional screen

Product 2/10: Group Load

Group Load is the second core product within the TrackLo platform, designed specifically for carriers. Its primary goal is to provide a streamlined marketplace where users can easily find available truckloads or drayage opportunities and quickly bid on or book them.

While most load marketplaces focus on individual shipments (point A to point B), TrackLo introduced a key differentiator: the ability to book multiple loads as a bundle. This feature allows carriers to plan ahead, optimize capacity, reduce empty miles, and improve overall operational efficiency.

My role was to redesign the product experience, focusing on:

• Simplifying load discovery and comparison
• Improving the booking and bidding flow
• Supporting group load selection without increasing user complexity

The redesigned flow aimed to make multi-load planning intuitive while maintaining the speed and simplicity carriers expect from a load marketplace.

Additional screen

Product 3/10: Container Tracking

Container Tracking originated as a feature within the Demurrage Coverage product, but due to its distinct functionality and usage context, it evolved into a standalone experience with its own flow and visual identity.

The product provides real-time visibility into container and cargo movement for both shippers and internal TrackLo operations teams. Users can monitor shipments across the entire journey — from inland transportation to ocean transit — enabling better planning, faster decision-making, and proactive issue management.

Given the operational nature of the tool and its use in monitoring large volumes of shipments, the interface was designed to support high information density and continuous tracking. This led to the introduction of a dark theme, creating a focused, control-oriented environment — internally referred to as a “God mode” experience — optimized for extended use and operational oversight.

In addition to live tracking, the product also delivers analytical insights and statistics, helping users identify patterns, monitor performance, and gain a deeper understanding of shipment activity.

Product 4/10: Quote Calculator

The Quote Calculator was designed as an entry-point product, serving as a lightweight acquisition tool and first touchpoint for potential customers.

The feature allows users to input basic shipment details and receive an instant preliminary overview of the load, including an estimated price range. By combining historical data with AI-driven estimation, the tool helps users quickly assess feasibility and expected costs before committing to a full booking process.

Because of its role in lead generation and customer acquisition, we also designed a mobile version to ensure fast and convenient access for users on the go.

The goal of the product was to lower the barrier to engagement, provide immediate value, and create a seamless transition from initial price discovery to deeper interaction with the TrackLo platform.

Product 5/10: Control Tower

Control Tower builds on the concept introduced in the Quote Calculator, but shifts the focus from a static estimate to future price visibility.

The feature shows clients the expected price movement for a selected load over the coming days, using historical patterns and predictive modeling. This allows users to time their bookings strategically and secure transportation at a more favorable rate.

The product’s goal is to support cost optimization and better decision-making by giving customers insight into when to book based on anticipated market changes.

My role was to redesign and streamline the experience, focusing on:

• Making price trends easy to understand at a glance
• Simplifying the user flow from load selection to decision
• Presenting predictive data in a clear and actionable way

The redesigned flow ensures that users can quickly interpret the forecast and take action without unnecessary complexity.

Product 6/10: CO₂ Dashboard

The CO₂ Dashboard is part of the Container Tracking experience within the Demurrage Coverage product (internally referred to as “God Mode”). Its purpose is to provide visibility into the environmental impact of transportation operations and demonstrate how TrackLo helps reduce emissions.

The dashboard presents key metrics related to CO₂ emissions, including overall footprint, trends over time, and efficiency improvements driven by optimized routing, load consolidation, and operational decisions.

By translating operational data into clear environmental insights, the feature helps:

• Support sustainability reporting for clients
• Increase transparency around environmental performance
• Enable data-driven decisions that reduce carbon impact

The goal was to present complex sustainability data in a clear, actionable format that aligns operational efficiency with environmental responsibility.

Product 7/10: Fees Dashboard

The Fees Dashboard provides shippers with a comprehensive overview of all cargo-related charges, with a primary focus on detention and demurrage costs.

The dashboard consolidates fee data into a clear and structured view, enabling users to:

• Monitor current and historical charges
• Identify cost drivers and high-risk shipments
• Track trends over time
• Detect opportunities to prevent or reduce future penalties

By transforming complex operational data into actionable financial insights, the feature helps shippers make more informed decisions, improve planning, and optimize overall transportation costs.

The goal of the dashboard was to increase cost transparency and empower users to move from reactive fee management to a more proactive and strategic approach.

Product 8/10: Website

The company website redesign is an ongoing initiative focused on improving clarity, positioning, and conversion.

For this project, I worked closely with both the Chief Product Officer (CPO) and Chief Marketing Officer (CMO) to align product messaging with business goals and marketing strategy. The objective was to better communicate TrackLo’s value proposition, simplify the structure, and create a clearer journey for potential customers.

My responsibilities included:

• Analyzing the existing website structure and content
• Identifying usability and messaging gaps
• Proposing a revised information architecture and layout
• Designing improved page concepts to support lead generation and product storytelling

Below is a comparison of the current website and my proposed design solutions, which are currently being implemented.

All displayed content and data are mockups.

Product 9/10: Port Control Tower

Port Control Tower is designed as an operational planning tool for managing container flow within port terminals. The product enables users to quickly review incoming containers and proactively coordinate their next movement to avoid delays and additional storage costs.

The core concept focuses on fast operational decision-making:

• Users can scan and prioritize arriving containers or cargo
• Shipments can be assigned to available carriers through a simple drag-and-drop interface
• Early planning helps prevent containers from remaining at the port and incurring storage, detention, or demurrage fees

By providing a clear operational overview and intuitive interaction model, the product helps reduce congestion, minimize costs, and improve the overall efficiency of port operations.

The goal was to create a control-tower-style experience that enables users to manage high volumes of shipments quickly and with minimal friction.

Product 10/10: Group Load - Stock Exchange

Group Load – Stock Exchange is an advanced feature within the Group Load product that presents the marketplace in a more dynamic, real-time context.

This view highlights the live nature of load availability and pricing, allowing carriers to monitor how rates change based on demand, capacity, and market conditions. By visualizing price fluctuations and availability trends, the feature helps users better understand market timing and make faster, more informed booking decisions.

The goal was to create a market-like experience that emphasizes urgency and opportunity — enabling carriers to act quickly and secure more favorable rates before conditions change.

By introducing real-time dynamics and price transparency, this feature reinforces the competitive nature of the marketplace while helping users optimize costs and maximize operational efficiency.