Startup client, Highway, approached us with a solid background of freight shipping industry expertise and a vision to streamline the onboarding process for carriers signing up with new brokers. They needed an app that would eliminate lengthy paperwork processes through a one-time profile and intuitive dashboard-centered experience serving both parties. We dove into market research and absorbed industry knowledge that would allow us to identify needs and technology opportunities throughout the fragmented, nuanced freight industry. This research allowed us to clarify and build a persona for the target user, giving us a very clear picture of how Highway could best serve their goals. With a strong user persona solidified, we launched into branding and building a prototype that could be used to pitch to investors and validate product-market fit.