Overview

18 Wheelin' Women

Service design

Image with a semi truck with the label 18 Wheelin' Women on the side of the truck
Image with a semi truck with the label 18 Wheelin' Women on the side of the truck
Image with a semi truck with the label 18 Wheelin' Women on the side of the truck

Objectives

Find market opportunity found through current trends in technology, culture, commerce, and design. Then, develop solutions for the users found within that market opportunity. 

Completion

May 2021

Project commercial

Research

Trucking industry statistics

All following statistics are from 2021
  • One million jobs are to be added to the truck driving industry over the next decade.

  • This coincides with increased online shopping demands and limitations of automating or off-shoring domestic truck driving.

  • Women make up only 7% of the trucking industry, but why?

Image showing the trend used for the project for Design, Commerce, Culture, and Technology
Image showing the trend used for the project for Design, Commerce, Culture, and Technology
Image showing the trend used for the project for Design, Commerce, Culture, and Technology

Research synopsis

This video is a synopsis of secondary research done on the trucking industry to help identify pain points and give opportunity direction.

Infographic

Even though women make up almost 50% of the United State's workforce, women only make up 7% of the trucking workforce. Truckers are needed to keep up with booming infrastructure, and women need to be invited to support this industry.

Image showing an infographic of the trucking statistics in the United States
Image showing an infographic of the trucking statistics in the United States
Image showing an infographic of the trucking statistics in the United States

Women's barriers to entry into trucking

  1. Job recruitment includes gender bias within the job description through using masculine terms.

  2. CDL training environments are discriminatory for women.

  3. First 90 days in the trucking job are critical in retention rates, and includes the highest rates for quitting.

Image showing graphics for the barriers to entry for women in trucking
Image showing graphics for the barriers to entry for women in trucking
Image showing graphics for the barriers to entry for women in trucking

Solutions

Get women to consider trucking

Image with graphics to support the reasons for women to consider trucking
Image with graphics to support the reasons for women to consider trucking
Image with graphics to support the reasons for women to consider trucking
  1. Help change perspectives of truck driving and that women CAN do it.

  2. Revisit trucking job descriptions to be more inclusive to women.

  3. Create a supportive women-only environment for female trucker applicants who want to obtain their CDL license.

Address gender bias in trucking

  1. Phase one: Revise the job application to be gender-inclusive. Exclude words like "dominating" or "expert".

  2. Phase two: Include recruiter support for women applying to a trucking position or getting their commercial driver's license (CDL).

  3. Phase three: Provide incentives for women to get their CDL, and create an environment they feel safe in while obtaining the training.

Image describing the phases in addressing gender bias in trucking
Image describing the phases in addressing gender bias in trucking
Image describing the phases in addressing gender bias in trucking

What are the causes of low retention rates?

  • Sedentary / Non-Active job

  • Difficulty finding parking for semi-trucks

  • Risk of sexual assaults and danger

  • Accessibility of healthy food options

Image showing the graphics for the reasons of low retention of truckers
Image showing the graphics for the reasons of low retention of truckers
Image showing the graphics for the reasons of low retention of truckers

Women-only pit stops to alleviate trucking barriers

Image showing example spots in the United States where the pit stops could be placed
Image showing example spots in the United States where the pit stops could be placed
Image showing example spots in the United States where the pit stops could be placed

Women-only trucker pit stops that run through the three most common trucking routes in the U.S...

  • Seattle to Washington D.C.

  • San Francisco to Chicago

  • Miami to New York City

  • Pit stop placement is based on the daily driving average of 550-600 miles.

Serve women's needs at the pit stops

  • Fuel and rest for both the driver and their truck

  • Parking spot

  • WiFi to connect with family & friends

  • Exercising after sitting all day

  • Access to nutritious foods

  • Private showers

  • Access to purchase skincare products

  • Access to stovetops & cooking supplies such as spatulas

Image showing graphics to support what women need in the trucking pit stops
Image showing graphics to support what women need in the trucking pit stops
Image showing graphics to support what women need in the trucking pit stops

Branding

Visual brand survey

Image showing the results for the survey to determine which color scheme to use
Image showing the results for the survey to determine which color scheme to use
Image showing the results for the survey to determine which color scheme to use

I asked my social media following to vote of their favorite branding color scheme, given the context that the brand was to be targeted to women in trucking.

Brand guidelines

When creating other visual styles for the brand, I knew the brand should evoke feelings of friendliness, warmth, femininity, and delightfulness.

Image showing the typography, color guide, and logos for the brand
Image showing the typography, color guide, and logos for the brand
Image showing the typography, color guide, and logos for the brand

Conclusion

Final deliverable

After finalizing the visual brand and needs of the users for a pit stop, I prototyped the pit stop in AutoCAD. 

This pit stop would include interstate signage, as illustrated to the right. This signage would appear as the driver got close to the pit stop destination.

Image showing an illustration of a highway sign for the pit stop
Image showing an illustration of a highway sign for the pit stop
Image showing an illustration of a highway sign for the pit stop

Meeting women trucker's expectations

Image showing a render of the women only pit stop
Image showing a render of the women only pit stop
Image showing a render of the women only pit stop
  • Partnerships with companies such as Whole Food and Anytime Fitness

  • Plenty of parking spots & free Wi-Fi

  • Covered, well-lit diesel pumps

  • 18 Wheelin' Women help desk in main building 

Image showing a render of the women only pit stop
Image showing a render of the women only pit stop
Image showing a render of the women only pit stop

Thank you

This project helped me learn & empathize with a new job industry, as well as understand the harmful effects of job discrimination within blue-collar jobs, & how it is not exclusive to trucking. 
Image showing a render of the women only pit stop
Image showing a render of the women only pit stop
Image showing a render of the women only pit stop

Sources

Costello, Bob and Karickhoff, Alan. “Truck Driver Shortage Analysis 2019”. American Trucking Associations. July 2019. Accessed 30 September 2020 <https://www.trucking.org/sites/default/files/202001/ATAs%20Driver%20Shortage%20Report%202019%20with%20cover.pdf.>

“United States Consumer Spending 1950-2020 Data”. Trading Economics. Updated 2020. Accessed 30 September 2020. <https://tradingeconomics.com/united-states/consumer-spending.>

Kilcarr, Sean. “Demographics are changing truck driver management.” FleetOwner. 20 September 2017. Accessed September 2020.  <https://www.fleetowner.com/resource-center/driver management/article/21701029/demographics-are-changing-truck-driver-                         management#:~:text=Some%2066.6%25%20of%20the%20truck,of%20the%20industry%2C%20Seals%20noted. >

Bertagnoli, Lisa. “How Tech Can Get More Women into Software Engineering.” Built-In. 15 March 2021. Accessed 17 March 2021. <https://builtin.com/software-engineering-perspectives/women-in-engineering.>

Earle, Geoff. “Republicans blast ‘social welfare’ in Biden’s $2 trillion infrastructure plan that will send billions to neighborhoods to address ‘historic inequities’ and give green jobs to women and minorities”. Daily Mail. 1 April 2021. Accessed 5 April 2021. <https://www.dailymail.co.uk/news/article-9427435/Joe-Bidens-infrastructure-plan-includes-multi-billion-efforts-redress-historic-inequities.html.>

Henderson, Rebecca. “Get Ready for the Feminization of Blue-Collar Jobs”. Training Industry. 28 June 2019. Accessed 17 October 2020. <https://trainingindustry.com/articles/diversity-equity-and-inclusion/get-ready-for-the-feminization-of-blue-collar-jobs/.>

“Top Technologies Changing the Trucking and Semi-Trailer Industries.” Boxwheel Trailer    Leasing. 16 February 2021. Accessed 15 March 2021.                                                                                                    <https://www.globenewswire.com/news-release/2021/02/16/2176016/0/en/Top-Technologies-Changing-the-Trucking-and-Semi-Trailer-Industries-Boxwheel-Trailer-Leasing.html.>

“Common United States trucking routes.” Rockwell Scales. 1 November 2017. Accessed February 2021.  <https://rockwellscales.com/2017/11/common-united-states-truck-routes/.>

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