Goose

Australia's trucking industry operates on gross margins of 2-8%, yet operators price jobs using static spreadsheets built by people who left years ago. Existing Transportation Management System (TMS) platforms address operations, not profitability. The design challenge was specific – making dense, complex financial data interesting, legible, and immediately useful for an audience that is neither technical nor analytically trained. Highlighting the right insights and presenting boring information without overwhelming, for operators who are time-poor, tech-sceptical, and burned by enterprise software that never delivered. Any solution had to feel immediately legible to a non-technical audience and deliver value from day one.

Nakatomi conducted validation research with 30+ fleet operators before a single screen was designed. That research shaped every interface decision, from information hierarchy to the language on buttons. The defining design move was rejecting analytics conventions entirely. Rather than generic graphs and tables, every section of Goose is interactive and used for navigation – turning complex margin, cost, and lane data into an intuitive visual experience, so operators can explore their business insights naturally, without needing to interpret what they are looking at. Simplicity was non-negotiable, and the interface does the analytical heavy-lifting so operators don’t have to.

Validated with 30+ fleet operators, Goose launched with strong conviction behind it. Early users described it as the first tool that made their margin position immediately clear, and actionable. Goose targets a 10-20% gross margin improvement for operators who adopt it – transformational in a sector where a 1% shift can determine whether a business survives the year. Beyond individual operators, it addresses a structural problem contributing to the closure of trucking businesses across Australia, demonstrating that rigorous, research-grounded interface design produces meaningful outcomes in industries long overlooked by well-resourced product teams.

1. Pricing Intelligence Built for Freight: Goose connects a fleet's accounting system and TMS to calculate real unit cost per kilometre, visualised by lane, customer, and asset. Quotes are generated from actual costs – not estimates or gut feel.2. Profitability Analytics: Operators see exactly which customers, lanes, and jobs make money – and which don't. For an industry running on low margins, Goose consolidates cost data from fragmented TMS and accounting/ERP systems into a single profitability view that drives real margin decisions.3. Pricing Tool and Client-Facing Rate Cards: Replaces spreadsheets and phone-based quoting with a single, accurate daily-use pricing tool. Rate cards feed directly back into the profitability module – closing the loop between what's quoted and what's actually made.4. Data Visualisation Designed from Scratch: Every section of the Goose interface is interactive and built for navigation, not just reporting. Complex financial and operational data is presented visually so operators can explore their business without analytical training.5. Built for Non-Technical Users: Validated with real fleet owners, GMs, and operations managers. Goose can accommodate different business models without adding complexity.