[snowypine]

Author here - there's definitely a lot about trucking that I didn't get to cover. E.g. growth in autonomous vehicles, the issues recruiting drivers, federal regulation, and the lasting impacts of unions.

That being said, human centered design probably doesn't work in trucking. The assumption here is that people within a certain role has a fixed set of pain points. The truth is that trucking is too wide to categorize in that way. E.g. I met dispatchers that had a really hard time finding loads, but others had a really hard time getting drivers to pay them. Every person's experience and pain points in trucking are all slightly different simply due to the nature of the industry.

I think there's certainly an education component to most trucking companies failing but the root of the problem is the design of the industry.