Fleet Manager Dashboard

Using storytelling as a means to deliver

After several rounds of internal discussions and analysis, we started uncovering some core issues with the platform. The biggest red flag? Low login rates and low engagement.

The platform, at its core, was built to deliver stats, just raw performance data for fleet managers. But something wasn’t adding up. Even though you’d expect fleet managers to check in regularly to monitor operations, they simply weren’t logging in.

That’s when we knew: it was time to go beyond assumptions and talk directly to the users.

Our UX researcher conducted a series of in-depth interviews and usability tests with clients. Participants were asked to perform tasks within the platform while thinking out loud. After 15 sessions, the patterns became clear.

Fleet Managers felt the platform was too complex. The data was there, but the story wasn’t. Too many graphs, too much technical jargon, and not enough clarity or actionability. Most importantly, there were no features that helped them actively engage with their drivers or take meaningful next steps.

These insights became the foundation for a much-needed redesign, one focused on simplifying the experience, surfacing relevant insights, and building tools that actually support day-to-day decision-making.

Turning insights into actions

Now that we had real, actionable insights, it was time to roll up our sleeves. We organized our findings into user statements, then prioritized them based on impact and feasibility.

At the fleet level, the biggest shift was clarity. We stripped down the overwhelming charts and focused on the metrics that actually mattered to Fleet Managers, like fleet score fluctuations, total miles driven, and which drivers were positively or negatively impacting their overall performance and insurance premiums.

To surface this quickly, we designed a TL;DR-style dashboard, a simple, at-a-glance summary that gave managers a clear view of how their fleet was performing, without needing to dive deep unless they wanted to.

At the individual driver level, we introduced more meaningful breakdowns. Fleet Managers wanted to know how a specific driver was doing across the week, especially identifying low-performance days and understanding what happened during specific journeys that led to score changes. We focused on making this journey breakdown intuitive and insightful, highlighting patterns, not just numbers.

Validating the Solution

With a redesigned experience in hand, we went back to our users for another round of testing. The feedback? A total game-changer.

Fleet Managers responded with enthusiasm, praising the clarity, usefulness, and simplicity of the new interface. They felt seen, heard, and, most importantly, they finally had a tool that worked with them, not against them.

Feel free to explore the solution down below in an interactive figma.

KEY DETAILS

Acquired by AON

Web Platform

KEY RESULTS