Relay Safety and Rewards
One of the long standing goals of Relay for carrier has been to work with high performing and safe carriers on a continuous basis. In order to increase safety and provide incentives to carriers that bring delight, I was tapped to create and enhance 2 experiences for carriers: Safety and Rewards.
(To maintain confidentiality, I have included visuals that did not launch, but give an idea about my skills and my role as a designer.)
Early iterations of both pages
Project Overview
Customers
Our customers are carriers- trucking companies and owner-operators approved to haul freight for Amazon through the Relay for Carrier platform, which connects carriers directly with Amazon’s load board and contracts without third-party intermediaries
Opportunity
Research showed the carriers lacked visibility of safety metrics; while Amazon relied on government websites to hold carriers accountable. Relay flexes up 250% between busiest week and leanest week in a year, there is no way all our carriers needed for the busiest week will also have something to book in the leanest week. Which means we need other compelling reasons beyond booking Amazon’s freight for carriers to keep visiting/stay associated with Relay.
Goals
The goal was to create engaging, informative and actionable experiences for carriers that helped them understand performance and profitability, accurately.
Key Screens for Safety Score
Early iteration of mobile view
How did we measure success?
Carrier Adoption
“The page actually looks very good and it’s very clear. I like the attention part as well. It tells you if your score is decreasing or increasing in upcoming week. The safety trainings on the bottom is helpful as well. It’s clear and easy to understand.”
Since launch, we have observed a 37% adoption rate increasing at a 7% w/w trend, with notable upticks during FMCSA score refresh cycles.
Results from a Pendo survey post-launch
79% carriers rated the safety page as very or extremely valuable
77% found it somewhat or very helpful in understanding Relay's computed FMCSA metrics.
Key Screens for Rewards
How did we measure success?
Increased carrier engagement
“So yeah, I mean it’s, I would think it’s pretty clear that the higher the tier which can go as high as platinum value added services, there’s more opportunity.”
2 office hour sessions with 103 carriers in attendance.
Closed out 24 carrier escalations and payment disputes, improving carrier experience.
Coached 206 carriers on how to maintain their high scores.
Value for Carriers
3 exclusive deals and discounts
In November, 400+ Relay carriers applied to enroll in Comdata fuel card program to earn $100 in statement credits since the launch, with more carriers enrolling based on peak related promotions.