A modern fleet management solution that helps small business owners streamline processes, improve safety and ultimately reduce business costs.


The Problem

Fleet management solutions are largely expensive and complicated to install. They typically target big fleets, with many 18-wheelers traveling cross country for multiple miles. However, with the advent of the lightweight utility van designed for cities, small fleets are popping up. Owned by florists, dry-cleaners, landscapers et al. small businesses need a modern, cost-effective fleet management solution to manage everyday driving costs and utilization. 

Role & Team 

As UX Lead, my role was to work with the experience design team by setting overall process and strategy, managing and directing work and coordinating deliverables. The team included a Researcher, Designer, Copywriter and Front-End Engineer. 

Additionally, I worked with product management and technology leads to assure that our design process aligned with stakeholder priorities. 

Design Process

The majority of my work follows the double-diamond process outlined by the UK Design Council. 


For this project, the following activities became the roadmap through which we moved from conceptualization to launch. 

Discover:  Interviewing, competitive analysis.

Define: Stakeholder mapping, personas, affinity clustering.

Develop: Creative matrix, prototyping.

Deliver: Usability testing.

Artifacts produced during this project:

A business model canvas helps to align the design team with product management stakeholders. 

A stakeholder map will give you a great overview of the main actors in any system.

A creative matrix session allows a team to easily generate solutions and new ideas.

We used journey mapping to outline the main customer touch points in order to design our
on-boarding process. 

The goal of our initial discovery research was to understand how small business owners manage their fleet. Remote one-on-one 60-minute interviews were conducted with fleet managers.

Some questions we asked:

  • What are your day-to-day activities?

  • What tools do you currently use to manage your fleet?

  • What frequency do you check on your vehicle maintenance?

  • How do you discuss driving behaviors with your drivers?

  • What data would they want in the ideal fleet management tool?


Research Goals


Final Design