Go By Truck UX/UI Design Case Study

Rethinking Go By Truck

Growing Go By
Truck

Before this launch, we revisited Go By Truck’s early concepts and UX challenges—there was a vision, but no streamlined live site yet. The idea was strong, centered on free-market principles in shipping, but the user paths needed simplification and clearer calls to action. Our comprehensive wireframes and prototype tests laid a solid foundation for a clean, user-friendly platform.

Go By Truck set out to revolutionize freight by connecting shippers and carriers directly. We built a fully customized platform mirroring their innovative vision, making it easy for shippers to post loads and for carriers to find jobs on the go. The platform uses plain language, simple layouts, and prominent buttons so both user groups always know the next step. After launch, we tracked usage with GA4 and Hotjar, then iterated weekly to remove friction and boost conversions.

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The Challenge

Go By Truck had to serve two groups — shippers who need to move freight and carriers looking for loads. Shippers wanted a fast, transparent way to get their shipments covered with real-time data. Carriers wanted quick access to available loads on their phones with clear pricing and no hassle. The website had to be clean, quick, and simple for both sides, bridging a traditional industry with modern, easy UX.

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Designed one straightforward path so both shippers and carriers could reach their goals with minimal clicks
Removed clutter and presented only one clear call to action per page to prevent confusion
Used plain language and short messages to explain each step of the process in trucking terms
Built mobile-first with large buttons and fast-loading pages, knowing many users are on the road
Ensured first-time users could get started without training or prior knowledge of the platform
Included trust signals like secure payment badges, insurance info, and privacy assurances for peace of mind
Met accessibility standards with high contrast, focus outlines, and full keyboard navigation support

The Approach

We began with market research, user interviews, and two primary personas to guide the design. Next, we mapped simple user journeys, built out wireframes, and then translated those into polished designs. The platform was developed with a custom front-end (leveraging WordPress for marketing pages and a bespoke web app for core features), instrumented with GA4 analytics, and improved continuously each week based on real user behavior.

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Studied other freight marketplaces to see what worked and what didn’t for shippers and drivers
Defined two user types — “Shipping Manager Sharon” and “Owner-Operator Owen” — to drive design decisions around their needs
Created simple flows: for example, just 3 steps to post a shipment and 2 taps for a carrier to accept a load on mobile
Tested an interactive prototype with actual shippers and carriers, observed where they hesitated, and clarified any confusing text or steps
Started every key page with a concise headline and one prominent button (e.g., “Post a Load” or “Find Loads”)
Kept primary actions visible without scrolling, especially on critical pages like posting a load or viewing load details
Trimmed down forms to only the essential fields needed to quote or book a shipment, making signup and posting lightning-fast
Optimized performance by compressing images and deferring non-essential scripts for faster load times
Tracked key events in analytics, such as new shipper sign-ups, shipments posted, and loads accepted, to measure conversion at each step
Continuously refined the UI (moved buttons, rewrote labels, and added search filters) based on user feedback and data

Who We Targeted

We validated choices with quick tests and live behavior. Then we shipped the changes that moved the number.

Persona 1

Shipping Manager Sharon

Shipping Manager

A logistics coordinator at a manufacturing company who needs to find reliable carriers fast. She wants a clear system that saves time, cuts out broker fees, and provides transparency on shipments.

Persona 2

Owner-Operator Owen

Owner

An independent truck driver looking for quality loads. He wants simple listings with upfront pay details, an easy way to plan routes, and a quick signup process to start hauling.

Methods

Ran short usability tests with clickable prototypes
Checked color contrast, font sizes, and tap targets early for accessibility
Used Google Analytics to track each step in the shipment posting and load acceptance processes
Used Hotjar to see where users clicked, hesitated, or stopped scrolling on key pages

Changes

Added two clear buttons on the homepage: one for shippers (“Post a Shipment”) and one for carriers (“Find Loads” or “Sign Up to Haul”)
Implemented a sticky action button on mobile (for example, a “Post” or “Next” button that stays visible during multi-step forms) so users always have a clear way to proceed
Shortened the account setup form and added a brief security & privacy note to build trust during sign-up
Updated load listing cards to display the most important info first (price, origin/destination, and pickup date) so carriers can scan opportunities quickly

Interactive Data Views

The development process progressed methodically from concept to finished platform:

Creation

Wireframes: Establishing the Foundation

We built detailed wireframes to map out how shippers and carriers would move through the site. The goal was to make every screen straightforward and intuitive before adding visual design.

Key elements in the wireframes included:

Each page or screen had one clear purpose and one main action to prevent user overload
Navigation was kept simple – with clear, short labels and only a few primary menu options for each user type
Important buttons (like “Post Load” or “Accept Load”) were placed above the fold and repeated at logical points
Key tasks such as creating a shipment were designed to take no more than 1–2 clicks or taps
Layouts were kept consistent between shipper and carrier sections to help users learn the interface faster
Accessibility was planned from the start with readable font sizes and strong color contrast for text and icons
Designed for mobile first, ensuring large tap areas and touch-friendly controls for drivers on smartphones
Included helpful placeholder content and tips on pages that would be empty initially (e.g., a message on an empty “My Shipments” page guiding the user to post a new load)

Design & Development: From Concept to Reality

We turned the approved wireframes into a polished, high-speed web platform. The design adopted Go By Truck’s branding and focused on clarity and trust. We built the site on a flexible tech stack (WordPress for marketing pages and a custom web app for core functions) to combine ease of content management with a tailored user experience.

Key design considerations:

Used the company’s bold orange accent color to guide attention — all primary buttons and links stand out clearly as actions
Kept text large and legible on every screen size, knowing users might be reading on small devices or from a truck cab
Grouped related content into clean, card-style sections (e.g., showcasing shipper features, carrier benefits, and load details) for quick scanning
Added role-specific sections and prompts (like a “For Shippers” overview and a “For Carriers” callout) so each audience immediately sees content tailored to their goals
Made all buttons and interactive elements consistent in look and behavior across the site, reducing confusion
Kept key actions accessible on mobile with sticky headers and footers – for instance, a persistent “Request Demo” or “Post Load” button when scrolling
Tested the design on phones, tablets, and desktops to ensure full responsiveness and a smooth experience on all
Improved page load times by using optimized images, caching, and loading scripts only after critical content, resulting in a fast, responsive interface

The final build features a friendly onboarding experience for first-timers, uses familiar trucking imagery (like route maps and trucks) to resonate with users, plenty of white space for a clean look, and reinforces a simple three-step process (Post, Match, Deliver) throughout the site so the workflow feels easy and familiar.

The wireframes also introduced a brief onboarding tour for new users, illustrating in three quick steps how to post a shipment or find a load, so they could get value from the platform right away.

Concept to Creation

Advanced Web Design Techniques

The new Go By Truck website drove a major lift in performance, increasing traffic from zero to more than 2,000 monthly visitors and producing over 150 qualified leads within the first quarter. Shippers can now post shipments in just three simple steps, while carriers easily join and start accepting loads on their phones without training. Continuous review of analytics and Hotjar sessions keeps revealing new ways to fine-tune the experience, leading to higher conversion rates and stronger engagement from both audiences.

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