Power Direct

Drivers can identify intermodal freight, share load details, upload delivery papers and proof of delivery, and track payments all in one spot through Power Direct.

Available in Apple Store and Google Play. Compatible with mobile phones and tablets. Currently 1k+ downloads on Google Play.

View in Google Play
View in Apple Store

Project Overview

IMC Companies, a 40-year leader in U.S. marine drayage, manages a fleet of 2,200+ drivers nationwide. Power Direct translates this operational scale into a streamlined digital experience, enabling drivers to find intermodal freight, share load information, upload proof of delivery, submit documentation, and track payments — all in one platform. By consolidating complex logistics workflows into a user-friendly interface, the app improves efficiency, reduces errors, and enhances visibility for both drivers and clients.

Problem

Drivers faced a fragmented and costly workflow across multiple apps, increasing cognitive load and operational errors. IMC needed a unified platform that:


  • Reduced task friction for drivers

  • Consolidated essential operations in one place

  • Maintained real-time visibility for dispatchers and administrators

  • Delivered cost savings and operational efficiency

Role
Lead UX/Product Designer
Duration
September 2022 -
Feb 2023
Skills
Mobile and Web Design
Survey Design
Rapid Prototyping
Tools
Figma
Miro
Teams
Jira

Process Overview

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Users and Insights

Drivers

Needed quick access to freight, proof of delivery uploads, documentation, and payment tracking.

Dispatchers

Required real-time visibility into fleet availability, load assignments, and issue resolution.

Admins / Operations

Needed reporting and oversight for operational efficiency.

Design Approach

Research Driven

0

qualitative interviews conducted with drivers, dispatchers, and operations stakeholders to understand pain points

Research insights directly informed a simplified navigation model, prioritized high-frequency driver tasks, and scoped features around real-time operational needs rather than tool parity with legacy systems.

Iterative design

0

2-week sprint cycles completed, enabling rapid iteration without delaying development timelines

Iterative testing validated streamlined driver workflows and reduced friction across core dispatch tasks prior to development.

Cross-functional collaboration

0

documented flows and specs delivered , translating complex operational needs into build-ready design.

Improved delivery efficiency and ensured design intent did not create roadblocks for app deadlines. 

Solution Highlights

Enabling drivers to:

  • View and accept assigned intermodal loads

  • Access complete load details, terminal information, and required documentation

  • Update load status and share delivery progress in real time

  • Upload proof of delivery and supporting documents directly from the field

Designed around real-world driver behavior, minimizing missed steps and reducing errors across dispatch, delivery, and damages

Supporting multiple user roles (drivers, dispatchers, operations) and enabling consistent patterns across current and future features.

Information Architecture

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Designs

Document Upload

As a driver, I need to submit missing or rejected delivery documents directly through Power Direct so documentation issues can be resolved quickly without follow-up or manual intervention.

Outcome: Moves were invoiced faster when drivers were made aware of missing documents and provided an easier path to provide correct documentation.

Evidence: Insights from 10 qualitative interviews with field and internal users, combined with iterative refinement across 12 sprint cycles, highlighted the need for a dedicated Missing and Rejected Documents section. Designs that did not clearly surface missing or rejected documents created delays in the approval process. 

Dispatch Details

As a dispatcher, I need visibility into multi-leg dispatches within Power Direct so I can manage complex routes and assignments without relying on third-party tools.

Outcome: Enabling multi-leg dispatch in Power Direct streamlined the transition from third-party apps, as users can consolidated information from multiple stops and fulfilled all necessary dispatches.

Evidence: Research and analysis of prior third-party tools revealed that when dispatch legs were not grouped within a single assignment, redundant entries appeared in dispatch lists and certain legs were often sequenced incorrectly. This lead to operational delays and manual intervention. 

Damage Form

As a driver, I need a clear way to report container damage at the time of pickup or delivery so responsibility is accurately documented and operational issues can be addressed promptly.

Outome: Repairs were expedited and reduced wait time when drivers reported lost or damaged chassis.

Evidence: Research from 12 user interviews and historical damage reports revealed that chassis damage and missing parts are common exceptions in the dispatch workflow. Without a structured reporting process, these incidents risked misattributed liability and increased operational overhead.

Reflection

Power Direct reinforced the importance of understanding multiple user types and their interdependent workflows. By focusing on the end-to-end experience, I was able to lead a platform redesign that balanced operational complexity and user needs, providing a blueprint for future large-scale design.