Hi, I’m Shannon

Senior Product Designer at Muddy Gecko

An 11-star self-serve tracking experience

We leveraged Airbnb's 11-star experience model to innovate freight tracking. No more phone calls with reps - welcome to the new age tracking freight.

My role

Product thinking & strategy

Timeline

1 week

Stakeholders

Design, PM, Marketing, & Leadership

Overview

During this brainstorming exercise, we transformed our shippers' tracking experience using Airbnb's 11-star framework.

What is the 11-star brainstorm exercise?

Airbnb’s 11-star experience framework transcends the traditional 5-star rating system. By re-imagining a 1-star experience all the way to an 11-star experience, Airbnb was able to capture out-of-the-box, and sometimes over-the-top ideas. The result? This brainstorming exercise helped shape what we know today as "Superhosts". Check out this video to learn more about the framework.

“If you want to build something that’s truly viral you have to create a total mind-fuck experience that you tell everyone about. We basically took one part of our product and we extrapolated: What would a five-star experience be? Then we went crazy.”

Brian Chesky, Co-founder and CEO of Airbnb

Brainstorm Prep

By optimizing our quoting and ordering experience for mobile, we will drive higher win rates for our of mobile shippers with the ability to “quote & order from anywhere”. Subset of current SSV shippers (est. 60 mobile weekly active quoters, est. 30 mobile weekly active orderers).

Brainstorm prompt

Let’s imagine the FlockDirect tracking experience for SMB to MM shippers who are in our platform.

Ground rules

    1. Defer judgment
    2. Encourage wild ideas
    3. Build on the ideas of others
    4. Stay focused on the topic
    5. One conversation at a time
    6. Be visual
    7. Go for quantity

Execution

  • 1-star: Shippers have no idea where their shipment is. They just pray that it gets delivered.‍
  • 2-star: Shippers are in the dark on their shipment until they get an email a few days later letting them know it was delivered.‍
  • 3-star: Shippers can call Flock Freight during scheduled business hours to get tracking updates on their shipment.‍
  • 4-star: Flock Freight will call the shipper throughout the week whenever there is a tracking update.‍
  • 5-star: If shippers create an account, they can see tracking notifications in the app.‍
  • 6-star: Shippers have a place to track ALL of their shipments in one place AND look into details of each individual shipment‍
  • 7-star: Shippers are able to track all of their shipments efficiently, get instant notifications for important shipments throughout entire process.‍
  • 8-star: Shippers are able to easily track their shipments on the go through our mobile shipping app.‍
  • 9-star: Shippers can see what would happen if they shipped with another company and see how much better it was shipping with Flock.‍
  • 10-star: Shippers can see what carriers did well on tracking their shipments, they can add the carriers to their favorite carrier category and continue to ship exclusively with them.‍
  • 11-star: Shippers have access to a live person via chat to instantly get help with questions on their shipments. An individual is assigned to this specific shipper and can help 24/7.‍
  • 12-star: Shippers are so confident that their shipments will be delivered on time when shipping with Flock Freight that they don’t even need to track their shipment ;)

Results

Through this exercise, we were able to identify achievable ideas to test, iterate and build in our self-serve shipper experience.

Check out the Introducing tracking to our self-serve shippers case study to view MVP tracking designs.

Let’s connect

shannon.trumbull@gmail.com

Hi, I’m Shannon

Senior Product Designer at Muddy Gecko

An 11-star self-serve tracking experience

We leveraged Airbnb's 11-star experience model to innovate freight tracking. No more phone calls with reps - welcome to the new age tracking freight.

My role

Product thinking & strategy

Timeline

1 week

Stakeholders

Design, PM, Marketing, & Leadership

Overview

During this brainstorming exercise, we transformed our shippers' tracking experience using Airbnb's 11-star framework.

What is the 11-star brainstorm exercise?

Airbnb’s 11-star experience framework transcends the traditional 5-star rating system. By re-imagining a 1-star experience all the way to an 11-star experience, Airbnb was able to capture out-of-the-box, and sometimes over-the-top ideas. The result? This brainstorming exercise helped shape what we know today as "Superhosts". Check out this video to learn more about the framework.

“If you want to build something that’s truly viral you have to create a total mind-fuck experience that you tell everyone about. We basically took one part of our product and we extrapolated: What would a five-star experience be? Then we went crazy.”

Brian Chesky, Co-founder and CEO of Airbnb

Brainstorm Prep

By optimizing our quoting and ordering experience for mobile, we will drive higher win rates for our of mobile shippers with the ability to “quote & order from anywhere”. Subset of current SSV shippers (est. 60 mobile weekly active quoters, est. 30 mobile weekly active orderers).

Brainstorm prompt

Let’s imagine the FlockDirect tracking experience for SMB to MM shippers who are in our platform.

Ground rules

    1. Defer judgment
    2. Encourage wild ideas
    3. Build on the ideas of others
    4. Stay focused on the topic
    5. One conversation at a time
    6. Be visual
    7. Go for quantity

Execution

  • 1-star: Shippers have no idea where their shipment is. They just pray that it gets delivered.‍
  • 2-star: Shippers are in the dark on their shipment until they get an email a few days later letting them know it was delivered.‍
  • 3-star: Shippers can call Flock Freight during scheduled business hours to get tracking updates on their shipment.‍
  • 4-star: Flock Freight will call the shipper throughout the week whenever there is a tracking update.‍
  • 5-star: If shippers create an account, they can see tracking notifications in the app.‍
  • 6-star: Shippers have a place to track ALL of their shipments in one place AND look into details of each individual shipment‍
  • 7-star: Shippers are able to track all of their shipments efficiently, get instant notifications for important shipments throughout entire process.‍
  • 8-star: Shippers are able to easily track their shipments on the go through our mobile shipping app.‍
  • 9-star: Shippers can see what would happen if they shipped with another company and see how much better it was shipping with Flock.‍
  • 10-star: Shippers can see what carriers did well on tracking their shipments, they can add the carriers to their favorite carrier category and continue to ship exclusively with them.‍
  • 11-star: Shippers have access to a live person via chat to instantly get help with questions on their shipments. An individual is assigned to this specific shipper and can help 24/7.‍
  • 12-star: Shippers are so confident that their shipments will be delivered on time when shipping with Flock Freight that they don’t even need to track their shipment ;)

Results

Through this exercise, we were able to identify achievable ideas to test, iterate and build in our self-serve shipper experience.

Check out the Introducing tracking to our self-serve shippers case study to view MVP tracking designs.

Let’s connect

shannon.trumbull@gmail.com

Hi, I’m Shannon

Senior Product Designer at Muddy Gecko

An 11-star self-serve tracking experience

We leveraged Airbnb's 11-star experience model to innovate freight tracking. No more phone calls with reps - welcome to the new age tracking freight.

My role

Product thinking & strategy

Timeline

1 week

Stakeholders

Design, PM, Marketing & Leadership

Overview

During this brainstorming exercise, we transformed our shippers' tracking experience using Airbnb's 11-star framework.

What is the 11-star brainstorm exercise?

Airbnb’s 11-star experience framework transcends the traditional 5-star rating system. By re-imagining a 1-star experience all the way to an 11-star experience, Airbnb was able to capture out-of-the-box, and sometimes over-the-top ideas. The result? This brainstorming exercise helped shape what we know today as "Superhosts". Check out this video to learn more about the framework.

“If you want to build something that’s truly viral you have to create a total mind-fuck experience that you tell everyone about. We basically took one part of our product and we extrapolated: What would a five-star experience be? Then we went crazy.”

Brian Chesky, Co-founder and CEO of Airbnb

Brainstorm Prep

In the freight industry today, the tracking experience for shippers is typically poor. Shippers use outdated methods, like phone calls or emails, to figure out where their shipment is and if it will be delivered on-time. To modernize & improve tracking, we set out to find a re-imagined self-serve tracking experience using the 11-star framework.

Brainstorm prompt

Let’s imagine the FlockDirect tracking experience for SMB to MM shippers who are in our platform.

Ground rules

    1. Defer judgment
    2. Encourage wild ideas
    3. Build on the ideas of others
    4. Stay focused on the topic
    5. One conversation at a time
    6. Be visual
    7. Go for quantity

Execution

  • 1-star: Shippers have no idea where their shipment is. They just pray that it gets delivered.‍
  • 2-star: Shippers are in the dark on their shipment until they get an email a few days later letting them know it was delivered.‍
  • 3-star: Shippers can call Flock Freight during scheduled business hours to get tracking updates on their shipment.‍
  • 4-star: Flock Freight will call the shipper throughout the week whenever there is a tracking update.‍
  • 5-star: If shippers create an account, they can see tracking notifications in the app.‍
  • 6-star: Shippers have a place to track ALL of their shipments in one place AND look into details of each individual shipment‍
  • 7-star: Shippers are able to track all of their shipments efficiently, get instant notifications for important shipments throughout entire process.‍
  • 8-star: Shippers are able to easily track their shipments on the go through our mobile shipping app.‍
  • 9-star: Shippers can see what would happen if they shipped with another company and see how much better it was shipping with Flock.‍
  • 10-star: Shippers can see what carriers did well on tracking their shipments, they can add the carriers to their favorite carrier category and continue to ship exclusively with them.‍
  • 11-star: Shippers have access to a live person via chat to instantly get help with questions on their shipments. An individual is assigned to this specific shipper and can help 24/7.‍
  • 12-star: Shippers are so confident that their shipments will be delivered on time when shipping with Flock Freight that they don’t even need to track their shipment ;)

Results

Through this exercise, we were able to identify achievable ideas to test, iterate and build in our self-serve shipper experience.

Check out the Introducing tracking to our self-serve shippers case study to view MVP tracking designs.

Let’s connect

shannon.trumbull@gmail.com