Trochi is a B2B SaaS startup building a cooperative truckload rate intelligence platform, where the brokers who contribute data also own equity in the company.
I designed the product from zero to one, bringing the MVP concept to life with no prior foundation. Using competitive analysis and deep freight industry knowledge, I defined the entire experience before a single screen existed, and produced end-to-end wireframes and a full interactive prototype.
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Brokers create all the data that powers the freight market. Then they pay incumbents to have it resold back to them, stripped of quality and timeliness. Trochi flips the model; a broker-owned cooperative where contributing data earns you equity, not a subscription bill.
Who I designed for
Three roles, all paying to access data they created.
A personalized market briefing to start the day.
Search as the filter. Find lanes by intent.
Spot market intelligence for a single lane.
Market-level capacity and volatility at a glance.
From insight to quoted rate in one flow.
The prototype has been presented at Trochi's invite-only industry conferences and used as a reference tool in early broker recruitment conversations. It became the visual foundation for their pitch to prospective cooperative members.