DAT iQ Benchmark for shippers
Freight spend benchmarking and business analytics tool
IQ Benchmark is an AI-driven freight spend analytics tool that contextualizes performance relative to market trends. It helps shippers better understand, interpret, and identify key optimization and strategic opportunities within the supply chain network.
My role involved leading the shipper segment design initiatives, including discovery research, informational architecture, feature prioritization, interface, and interaction design.
DAT iQ Benchmark is built on an advanced AI model trained on $150B of annual transportation spend data to compare customers' networks to hundreds of leading North American shippers and brokers.
Brief product history
Since 2003, FMIC has developed a strong network of shipper customers through its Benchmark Analytics product.
During the pandemic, the shipper freight analytics business faced significant growth.
In 2021 DAT had acquired FMIC to bolster the iQ Analytics product along with the number of other companies.
In 2022, DAT started migrating customers from various legacy products to the single DAT iQ platform by consolidating functionality.
The migration process required significant data integration effort, recreation of legacy ML models, and unification of the user experience.
UX achievements
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Improved user experience by consolidating and organizing data from 16 individual legacy dashboards into a one-page native application consisting of 5 sections, allowing for efficient executive and deep analyses.
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Intuitive design and simplified information architecture resulted in 74% faster task completion and a 95% reduction in user errors across workflows.
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Reduced customer onboarding time from ~3 months to 2 weeks.
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Streamlined demo processes and shortened and enhanced sales efficiency from 3 sequenced meetings to a single 1-hour demo.
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Boosted user engagement with the interface by 103% in the first 6 months after release.
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Benchmark Analytics was the first product migrating users to the DAT iQ platform, setting up standards for a style guide, layout, interaction patterns, data visualization and error handling across the platform
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SCAT: MVP - 76%, Go to Market - 80%
Product Development Stages
During the MVP and Go To Market stages, we focused on delivering key functionality while enhancing the overall user experience. We established the informational architecture, data mapping, interactions, and UI patterns while supporting the engineering goal of boosting the performance.
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iQ Benchmark development stages. July 2022 - May 2024.
Functionality and Interface Overview
To ensure optimal UX and achieve business goals, we conducted in-depth research—including interviews, surveys, competitor analysis, co-design sessions, journey mapping, and A/B testing. This work produced essential artifacts like personas, user flows, use cases, jobs-to-be-done, journey maps, user motivations, and usage scenarios. These artifacts were crucial in bringing the voice of the customer into cross-functional teams and development processes.
Every data point in the application is clickable, enabling the drill-down capability.
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Selected Artifacts
Achievements and Platform Level Contributions
According to the DAT market and sales Win/Loss Report for June 2023-June 2024, iQ Benchmark user experience is one of the top drivers for attraction of new shipper customers.
iQ Benchmark set data visualization standards across the DAT iQ platform and contributed to the design system foundation, including typography, sizing, responsiveness, layout, and color guidelines.
Unreleased Designs
We identified improvement areas beyond feature parity after conducting multiple usability tests and continuous discovery. We developed design concepts that provided shippers with more informative, actionable data visualizations and new advanced features that will speed up task completion and lead to more informed decision-making.
This will establish DAT as an absolute leader in the North American freight spend benchmarking market.