Prospect Call
Meeting Date: January 15th, 2026
Attendees: Robert Rosales, Laura, Derek Gibbs, Jay Singh, Craig Rhodes
Summary
| Area | Details |
|---|---|
| Mobile App Launch | Targeting June release, aligning with website redesign for consistent branding and user experience |
| Dynamic Features | App will offer tracking features, enabling pickup creation and bill management, enhancing operational flow |
| User Focus | Primarily designed for receivers and distribution centers, with static and dynamic information centralized within the app |
| Cross-Platform Development | Utilizing a shared codebase to reduce maintenance costs while ensuring a consistent user experience across devices |
| Technical Integration | Existing APIs minimize new development; real-time GPS data integration is essential but requires compliance considerations |
| Project Coordination | Close alignment between app and website teams is crucial for a seamless digital experience and accelerated development timelines |
Notes
Mobile App Development Strategy
The team plans to launch a customer-facing mobile app by June that mirrors website functionality with added dynamic features tailored for delivery tracking and convenience.
- The initial app release targets a June launch aligned with a website facelift to ensure consistent branding and user experience
- The app will serve shippers and receivers with static info like company history and terminal locations, plus dynamic features like pickup creation and bill of lading management
- Derek emphasized the importance of leveraging existing APIs to reduce build complexity, noting most backend services are already externalized
- The project will start with a discovery phase to scope essential features and identify nice-to-haves, enabling a flexible build approach over 3 to 6 months depending on feature completeness
- Craig will coordinate budgetary estimates and prepare a proposal to support fast decision-making for this in-flight project
Real-Time Tracking & Delivery Visibility
The app will incorporate advanced tracking similar to Uber, enhancing delivery visibility and operational efficiency.
- Real-time GPS tracking of trucks is currently unavailable but planned to be exposed via the drivers' devices, pending privacy and legal considerations
- ETA and stop sequencing APIs are available and will provide customers with estimated delivery times even if exact location data is limited
- This feature aims to reduce driver wait times and help distribution centers prepare for incoming shipments, improving customer satisfaction and operational flow
- Robert highlighted this as a key differentiator from the website, which lacks real-time tracking and is less used by receiving teams
User Experience and Functionality Scope
The app will serve multiple user groups with tailored features to support shipment visibility and ease of use.
- Primary users are customers at the shipment endpoints, focusing on receivers rather than high-volume shippers
- Derek explained large shippers with thousands of shipments won't typically use the app; rather, distribution centers and end recipients will benefit most from tracking and notifications
- Robert shared past experience where dock workers internally used the previous app for freight identification, indicating potential for unplanned but valuable use cases
- The app will unify static content (e.g., contact info, claims, holiday schedules) and dynamic shipment management functions available on the website
- Laura confirmed the website and app fall under her application domain, ensuring alignment between digital properties
Cross-Platform Development Approach
The app will be developed using a cross-platform framework to avoid maintaining separate iOS and Android codebases.
- This approach supports a consistent user experience and reduces long-term maintenance costs
- The team aims for a native-like app that integrates well with iTunes and Google Play stores for easy distribution and updates
- Previous app was built with Cordova; team is open to modern alternatives like React Native
Technical and Process Considerations
The project relies heavily on existing APIs and a phased build process to balance speed with feature richness.
- Existing backend APIs cover most functionality, minimizing new service development
- The key technical gap is exposing real-time GPS data from drivers' devices, which requires backend integration and privacy policy alignment
- The discovery phase will clarify technical requirements, scope, and user groups, enabling realistic timelines and resource allocation
- Jay described a pod-based development model with a product manager, senior tech lead, engineers, and designers to cover all aspects from architecture to UX/UI
- Design involvement will be front-loaded during discovery and continue iteratively to refine branding and user experience
Security & Privacy Considerations
- Security, privacy, and legal discussions around GPS tracking are ongoing but not expected to delay development
- The company employs its drivers, allowing control over device policies and data sharing
- These policy decisions are business-level, with technical teams ready to implement secure data flows once approved
Project Management and Alignment
Strong coordination between the mobile app and website teams will ensure a unified brand and user experience.
- Laura will oversee alignment between the website redesign and mobile app development to maintain consistent branding and functionality
- The website refresh and app build will run in parallel as connected work streams
- This coordination aims to present customers with a seamless experience across platforms
- The team agreed that the app should not be treated as a standalone project but integrated with broader digital strategy
- Fast-paced development is prioritized, with internal discussions already underway to accelerate timelines
- Follow-up meetings and proposal drafts are planned for next week to clarify remaining questions and finalize details
Long-Term Vision and Competitive Differentiation
The app aims to differentiate the company by providing real-time shipment visibility and enhanced user convenience.
- Adding Uber-like tracking and notifications is viewed as a strategic advantage that improves customer satisfaction and operational efficiency
- Real-time delivery information can reduce wait times and improve dock preparation at distribution centers
- The company's 110-year history and static content will be preserved in the app to bolster brand trust and heritage
- The phased rollout allows incremental feature expansion, balancing speed to market with long-term growth potential
- Derek noted the similarity to large-scale projects at PepsiCo, reinforcing confidence in delivering scalable and user-friendly logistics solutions
Action Items
| Assignee | Action | Reference |
|---|---|---|
| Jay | Share Casper overview slides and case studies as a follow-up to the meeting | 26:04 |
| Jay | Collaborate on preparing budgetary estimates and formal project proposal for mobile app development | 23:06 |
| Laura | Ensure coordination and alignment between mobile app and website design teams for consistent branding and user experience | 24:39 |
| Team | Coordinate follow-up meetings next week (Monday or Tuesday) to continue discovery and clarify system capabilities and integration questions | 27:19 |