Shipped 2025
Tern Freight
Overview
Booking and tracking for small carriers, from quote to proof of delivery
Client
Tern
Year
2025
Role
Senior product designer
Duration
11 months
Team
3 designers, 2 PMs, 9 engineers
Platform
Web app and Android
Live tracking board. Loads are sorted by risk of delay, not by order number.
01
Context
Tern sells freight software to carriers with five to fifty trucks. In 2024 a single booking still lived in four places: an email with the quote, a spreadsheet for planning, a phone call to the driver and a paper proof of delivery.
Larger competitors were winning on integration, not on price. Tern asked for one flow a dispatcher could run from first quote to signed delivery, without a training day.
02
My role
I led design on booking and tracking, alongside two designers, two product managers and nine engineers.
01
Rode along with 6 dispatchers and 11 drivers to map a booking from quote to signature.
02
Designed the booking flow, the live tracking board and the driver app for proof of delivery.
03
Set up a shared component library with engineering, so web and Android stayed in step.
04
Ran monthly tests in depot offices and turned the findings into the next sprint’s priorities.
03
Process
Eleven months in three releases. Each release replaced one of the four tools a dispatcher used before.
Fig. 01 · Booking journey mapped from the depot ride-alongs.
Fig. 02 · Live tracking board, sorted by risk of delay.
04
Results
6 min
Time to book a load, down from 25 minutes
98%
Deliveries signed on the driver’s phone in the first month
+31%
Renewals among small carriers after the first year
Tern launched the new flow to 340 carriers in 2025. Dispatchers book a load in six minutes instead of twenty-five, and paper proofs of delivery disappeared within a month. Sales now open every demo with the tracking board.
Noa made our most complicated workflow the one our customers mention first in sales calls.
Ida Lund
Head of Product, Tern
05
Reflection
We designed the driver app last, and it showed. Drivers had the least time and the worst connection, so they should have shaped the data model from the start. On the next logistics project, the person with the least time gets designed for first.
Fig. 03 · Quote step of the booking flow, with the price breakdown.
Fig. 04 · Proof of delivery on the driver app.
(Next) Project 03
Fintech,
2024
Halden Onboarding
Mobile account opening, reduced from 14 steps to 6
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