Neblo is an AI-powered logistics orchestration platform designed to support freight brokers in managing the overwhelming flow of load offers coming through informal channels like WhatsApp and Telegram.

Neblo is an AI-powered logistics orchestration platform designed to support freight brokers in managing the overwhelming flow of load offers coming through informal channels like WhatsApp and Telegram. I joined the team to lead the product design efforts from the ground up, helping shape not just the user interface but also the broker-AI relationship at the core of the system. I was particularly interested in this challenge because it sits at the intersection of automation, real-time decision-making, and human oversight. The design needed to balance clarity with complexity delivering powerful automation features while ensuring brokers remained in control.

Freight brokers in the U.S. are constantly flooded with load offers, often coming through WhatsApp and Telegram in unstructured formats. These messages demand immediate attention but brokers, constrained by bandwidth, timezone differences, and fatigue, can’t possibly keep up. We heard recurring pain points from brokers:

“I lose deals overnight because I’m not online.” “So much time is spent just copying load details into our TMS.” “We’re buried in group messages. It’s chaos.”

Can we design a tool that works like a digital co-pilot reading, parsing, and negotiating load offers at scale while keeping brokers in control?

Neblo uses real-time ingestion pipelines and a negotiation assistant powered by business rules and past deal data. The interface centers around clarity, confidence, and control. Brokers can review parsed loads, oversee negotiations, and approve or reject deals through a lightweight and responsive dashboard.

Before jumping into interface design, we conducted interviews with brokers, dispatchers, and operations leads across small-to-midsize U.S. freight brokerages. We wanted to better understand their daily workflow, communication channels, and where the biggest pain points existed in handling load opportunities

We interviewed individuals across 5 different companies. Their roles varied from independent brokers handling everything solo, to operations managers overseeing multi-broker teams. Here’s what we learned:

We created a 0 → 1 orchestration platform that helped brokers:

Automate up to 70% of their initial load handling

Save ~4 hours per broker per day during peak shifts

Close more overnight deals without additional staffing

Maintain full oversight while letting AI handle the grunt work

Neblo is now in live beta with selected brokerages across the Midwest and Southeast U.S., with plans to expand to dispatchers and carrier-side use cases.

This was a uniquely satisfying challenge not only because of the tight integration between design and automation, but also because of the messy, human reality it was trying to serve. Balancing speed with trust was a constant tension. AI systems that operate in real-time can be jarring for traditional users. My role was to make those systems feel like teammates, not threats. I also had to re-think standard SaaS dashboard patterns this wasn’t just about managing data, but about managing active negotiations in-flight. User feedback loop was crucial. We demoed early prototypes weekly, integrating everything from button placement to terminology (“negotiate” vs “counteroffer”) based on real-world lingo.