The project is a fleet management telematics platform. It features a desktop application for the fleet manager and an app for drivers. Among other services, the platform offers an algorithm that analyzes the driving style
Business objective
To expand the offering, promote fleet safety awareness, and advance interest in driving styles.
Design objective
To encourage drivers to install the app, increase user engagement, and raise safety awareness. Benefits for the fleet as a whole include increased fleet safety, along with reduced damage and operating costs.
Desk research
Analyses of our metrics and discussions with fleets have revealed that the driving style feature is not very popular. While fleet drivers are aware of this functionality, they tend to overlook it in their day-to-day work. Our goal was to change that.
IDI interviews
In the course of the project, we conducted six interviews with our clients. The aim of the research was to uncover the crucial issues and pain points in terms of fleet claims and the attendant costs. We sought to establish how they monitor fleet fuel consumption, whether they encourage drivers to drive safely, and what their policy is on eco-driving.
Methodology
In-depth interviews (IDIs)
Time: 1-1.5 h
On-line interview
Respondents: our core users
The research findings offered us a deeper understanding of the topic. We identified the major pain points for fleet managers, along with what they deal with on a daily basis and what consumes most of their time. With our solution, we aimed to unshoulder fleet managers from some of the responsibilities.
Application
We decided to design a new “Driving style” feature.
We wanted for drivers to be aware of several aspects of their driving style, including:
- safety
- progress over time
- How do they compare with other users of the system?
Design
After consulting with the team, we developed a series of wireframes to represent the new feature.
Usability Testing
Methodology:
- RITE
- Benchmarking tests
- Five-second test
- 7-10 respondents per round
Our initial approach focused on presenting all the data and metrics we had collected on the users’ driving styles (and the amount proved to be rather substantial). The test results were very unflattering. The respondents lacked a clear understanding of the data presented and were unsure how to navigate the interface. The volume of information, in particular the numerous graphs and figures, was perceived as unclear and confusing.
New design
We decided to change our approach. Rather than presenting raw data, we aimed to tell a meaningful story about their respective driving styles, highlighting areas for improvement and/or more focused attention.. We gave them hints, simplified the interface, and added elements of playability to enhance user engagement. Our job is to analyse all of the data and offer personalised guidance, much like a real coach would.
Second round of tests
This time, the test results were more promising. The story presented was much clearer, prompting important conclusions. The tone and voice of the guidance are crucial. Nobody wants to be chastised or lectured. Our goal is to lead by example and encourage change with a touch of humour. The guidance provided should be adequate and personalised.
Third round of testing
User feedback was generally positive. The tips were clear and the idea of eco-driving was well understood. Participants navigated the interface with ease. However, some concerns emerged. Those using the app on a daily basis may not have sufficient time or patience to read all the guidelines. There were also challenges in promptly identifying the most critical information..
Implementation
After implementing our solution, we analysed the data, observing a strong click rate on launch day. Over the traffic experienced a slight decline.
One year later…
A year after launching the new feature, we asked fleet managers for feedback. Several reported reduced fleet costs, fewer claims, and a gradual improvement in the driving style. The guidance provided has proven to be an effective way to improve the driving style. As a team, we are pleased with these positive outcomes.
