Overview
Atlas Freight won business by phone — every quote meant a call, every booking meant paperwork. Competitors with instant online quoting were eating their lunch on small and mid-size loads.
The challenge
Quote logic lived in dispatchers' heads: weight bands, lane pricing, seasonal surcharges. Encoding it without slowing the business down — and without quoting a loss — was the entire project.
Approach
1. Encode the tariff
Workshops turned tribal pricing knowledge into a tested rules engine with guardrails.
2. Quote in seconds
A three-field form returns binding quotes instantly; complex loads escalate to a human.
3. Book & track
Checkout, dispatch integration, and customer tracking — one flow, no re-entry.
Deliverables & outcome
- ✓Instant quoting engine with dispatcher-approved guardrails
- ✓Booking checkout wired into their dispatch system
- ✓Sub-second pages; fully editable rates and lanes
- ✓Online bookings covering a third of volume in six months