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Open to work

Return to work

Open to work

PrizmWay

A marketplace for creating meaningful agreements and relationships between shippers and carriers.

Timeline

10 months

Deliverables

Prototype, UI component library/Design system, video walkthroughs, and research

Role

Senior Product Designer

Team

Kelsey Leftwich, Tim Greemore, Nick Wastle, Matt McGee, and Kelly Williams

Overview

PrizmWay is a two-sided marketplace MVP built to modernize the freight procurement process between shippers and carriers. The idea was founded by Kelly Williams, an industry veteran with 25-plus years in logistics, following an investment from Procter & Gamble’s innovation lab. Our goal was to streamline the highly manual and error-prone process of managing freight bids, helping both sides of the marketplace save time, reduce cost, and gain more visibility into their planning and coverage. Partnering with Headway, we set out to design and deliver a more efficient and transparent solution to a long-standing industry challenge.

The problem

The freight procurement process is manual, fragmented, and reliant on spreadsheets, leading to errors, inefficiencies, and limited visibility. Shippers only run bids once a year due to the complexity, leaving them vulnerable to unexpected demand and costly broker solutions. Carriers risk losing business entirely if they aren’t awarded bids, creating instability on both sides of the marketplace.

Initial assumptions

At the start of the project, we assumed our ideal users would be mid-to-large manufacturers with over $100M in annual transportation spend, and carriers operating fleets of 50–499 trucks. We focused on over-the-road freight, specifically dry van and reefer modes. We also believed the primary users would be power users, those directly involved in managing the procurement process on both the shipper and carrier sides.

Research

We began by interviewing individuals across shipper and carrier organizations to understand their roles in the procurement process. These conversations uncovered key pain points and led us to identify three core problems to solve. From this research, I created user personas to define our primary MVP audience and clarify who the product needed to serve.

Opportunities we discovered

Creating transparency to gain trust

Shippers and carriers often lack visibility into each other’s capabilities and requirements, leading to uncertainty and missed expectations. By creating a shared space where both parties can view key details, like equipment types, insurance, service levels, and safety ratings, we can build trust and enable more informed, confident partnerships.

Opening up opportunities to grow business

When carriers don’t win bids, they’re often left searching for work with little visibility into new opportunities. By increasing transparency into carrier capabilities, like insurance, equipment, and availability, shippers can confidently expand their networks, and carriers can unlock new paths to grow their business.

Managing agreements and performance

To shift procurement from a once-a-year transaction to an on-demand model, shippers and carriers need a centralized way to manage their agreements. By tracking active lanes, identifying underperformance, and enabling direct communication around rates and service, both sides can adapt faster and build stronger, more transparent partnerships.

Wireframes

We created medium-fidelity wireframes to explore potential solutions based on our research and help Kelly focus on content hierarchy over visual branding. These wireframes were used to gather feedback from users, which directly informed the final designs.

Profile

Company Overview

Team members

Procurement Process

Match board

Shipper match

Final designs

After several rounds of feedback with Kelly and potential users, we finalized a design that prioritized context and flexibility. Users wanted to avoid jumping between screens, so we introduced slide-out panels to keep key information accessible. We also designed multiple view options, like a kanban-style match board and a map view, to support different user workflows during the procurement process.

Profile

Match board

Match solution builder

Bid responses

Building new route

New route

Corridor

View bids network

Impact

PrizmWay was a deeply rewarding project, taking an idea rooted in industry expertise and transforming it into a real, scalable solution that could reshape logistics procurement. As a team, we touched nearly every part of the product lifecycle: from UX flows and data visualization to design systems, validation, and usability testing. While most projects rarely allow for this level of end-to-end involvement, we successfully brought the product from 0 to 1, ultimately securing a partnership and acquisition following the initial investment from Procter & Gamble. It was a true team effort that not only delivered results but also built lasting relationships along the way.

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