Introducing the app to potential users
Introducing the app to potential users
Streamlining third party in-app integrations, onboarding 40k users in 6 weeks
Streamlining third party in-app integrations, onboarding 40k users in 6 weeks
Mobile
B2C
2025
3 min read
the product
HeyBubba is an AI voice assistant that helps truckers find delivery jobs, negotiate rates, and book jobs easily.
our partners
DAT is a legacy product that provides truckers with trusted loads.
Project Impact
Integrating with a 3rd party like DAT could access 40,000 potential users leading to
$3.2 million
yearly in revenue
OPPORTUNITY
OPPORTUNITY
Integrate a legacy system like DAT into HeyBubba to gain trust .
Integrate a legacy system like DAT into HeyBubba to gain trust .
How it Began
How it Began
We spoke with real users during HeyBubba's launch and tested the MVP flow through contextual inquiries and feedback sessions.
We spoke with real users during HeyBubba's launch and tested the MVP flow through contextual inquiries and feedback sessions.
HeyBubba was launched at the MidAmerican Trucking show in Kentucky, where I joined the team at the booth to talk to real users.
HeyBubba was launched at the MidAmerican Trucking show in Kentucky, where I joined the team at the booth to talk to real users.
The HeyBubba team
The HeyBubba team
What we learnt
What we learnt
Users didn’t trust open-source loads, but trusted loads from DAT, prompting our founder to secure a partnership with DAT.
Users didn’t trust open-source loads, but trusted loads from DAT, prompting our founder to secure a partnership with DAT.
USER GOALS
USER GOALS
This project involved 3 stakeholders with different goals, and my job was to balance all their needs
This project involved 3 stakeholders with different goals, and my job was to balance all their needs
Hey Bubba!
Hey Bubba!
BUSINESS GOAL
BUSINESS GOAL
Onboarding first 10K users
Onboarding first 10K users
A new company growing its user base by making the app easy to use, trust, and remember.
A new company growing its user base by making the app easy to use, trust, and remember.
Truck Drivers
Truck Drivers
USER GOALS
USER GOALS
Find trusted load bookings
Find trusted load bookings
Independent truckers trying to find good trusted loads faster, so they can earn with less hassle.
Independent truckers trying to find good trusted loads faster, so they can earn with less hassle.
DAT Loadboard
DAT Loadboard
PARTNER GOALS
PARTNER GOALS
Exclusive user loyalty
Exclusive user loyalty
A trusted company showing only their loads, leading to more bookings and stronger loyalty.
A trusted company showing only their loads, leading to more bookings and stronger loyalty.
Defining the project
Build an experience that incorporates DAT’s trusted load listings, without compromising HeyBubba’s user-friendly product.
Build an experience that incorporates DAT’s trusted load listings, without compromising HeyBubba’s user-friendly product.
How We Solved Problem 1
How We Solved Problem 1
To onboard to DAT, users needed an external account with a lengthy setup. I simplified this by creating a 3 step process.
To onboard to DAT, users needed an external account with a lengthy setup. I simplified this by creating a 3 step process.
STEP 1
STEP 1
Create Account
STEP 2
STEP 2
Connect DAT Load Board
STEP 1
STEP 1
Start Booking Loads
1/3
Final Account Set-Up Flow
Final Account
Set-Up Flow
The flow includes clear guidance at each step, so users understand both what to do and why it matters.
The flow includes clear guidance at each step, so users understand both what to do and why it matters.
1/3
Status Tracker
Status Tracker
Setting up a DAT account takes upto 1-2 days, so I designed a status tracker to keep them informed on the next steps.
Setting up a DAT account takes upto 1-2 days, so I designed a status tracker to keep them informed on the next steps.
2/3
DAT connected
DAT connected
Once the password has been entered, we provide confirmation and the account is ready to use
Once the password has been entered, we provide confirmation and the account is ready to use
How We Solved Problem 2
How We Solved Problem 2
DAT’s exclusivity clause allowed only their loads to be shown, which conflicted with HeyBubba’s multi-platform support
DAT’s exclusivity clause allowed only their loads to be shown, which conflicted with HeyBubba’s multi-platform support
3/3
Book loads from DAT
Book loads from DAT
Added a provider filter that respects exclusivity while giving users the agency to choose between load boards easily.
Added a provider filter that respects exclusivity while giving users the agency to choose between load boards easily.
We reinforced the partnership and built trust by adding promotional touchpoints across the app and website.
Encouraging DAT Connection
Encouraging DAT Connection
If a user doesn’t connect to DAT, we prompt them with nudges
If a user doesn’t connect to DAT, we prompt them with nudges
Checking for Accessibility
Checking for Accessibility
A quick audit revealed color contrast issues that failed AAA standards, so we corrected them and expanded the audit to other flows.
A quick audit revealed color contrast issues that failed AAA standards, so we corrected them and expanded the audit to other flows.
Takeaways
Takeaways
40,000 truckers joined and onboarded smoothly, thanks to a simpler flow and a trusted experience.
40,000 truckers joined and onboarded smoothly, thanks to a simpler flow and a trusted experience.
I learnt that
I learnt that
Working with exclusivity rules taught me how to design solutions that respect strict business requirements while still empowering users.
Working with exclusivity rules taught me how to design solutions that respect strict business requirements while still empowering users.
Balancing stakeholder needs builds stronger products
Balancing stakeholder needs builds stronger products
