Trackhawk

Trackhawk

Simplifying Vehicle Tracking for Fleet Managers & individuals

Simplifying Vehicle Tracking for Fleet Managers & individuals

Client

Client

Trackhawk GPS

Trackhawk GPS

Role

Product Design Lead

User Research

Design System

Timeline

March - May 2024

(3 months)

Team

Team

1 Product Owner

1 Tech Lead

10 Software Developers

1 Product Owner

1 Tech Lead

10 Developers

Timeline

March - May 2024 (2 months)

Role

Product Design Lead

User Research

Design System

Client

Client

About Trackhawk GPS

About Trackhawk GPS

Trackhawk GPS offers tracking devices for both personal use and small to medium-sized business fleet management. After installing the GPS trackers, users can monitor their vehicles in real-time through both web and mobile applications. TrackHawk aims to enhance productivity, minimize unauthorized driving, and optimize routes and fuel consumption.


Trackhawk is now seeking to revamp its software to broaden its client base and maintain a competitive edge.

Trackhawk GPS offers tracking devices for both personal use and small to medium-sized business fleet management. After installing the GPS trackers, users can monitor their vehicles in real-time through both web and mobile applications. TrackHawk aims to enhance productivity, minimize unauthorized driving, and optimize routes and fuel consumption.


Trackhawk is now seeking to revamp its software to broaden its client base and maintain a competitive edge.

🌋 Problem

🌋 Problem

TrackHawk's current white-label platform restricts development flexibility, leading to an unnecessarily complex user experience

TrackHawk's current white-label platform restricts development flexibility, leading to an unnecessarily complex user experience

The current white-labeled platform is:

  • Outdated and overly complex, as competitors adopt more modern and simplified interfaces.

  • Unsustainable for long-term development, limiting the ability to introduce new features and reduce software subscription costs.

The current white-labeled platform is:

  • Outdated and overly complex, as competitors adopt more modern and simplified interfaces.

  • Unsustainable for long-term development, limiting the ability to introduce new features and reduce software subscription costs.

🏆 Goals

Trackhawk need a new platform that is

Trackhawk need a new platform that is

Simple

Simple

Enabling individual users and fleet managers to easily oversee a large number of vehicles

Enabling individual users and fleet managers to easily oversee a large number of vehicles

modern

modern

Providing a clean, visually appealing design that is intuitive to navigate

Providing a clean, visually appealing design that is intuitive to navigate

Research

Research

User Interviews

User Interviews

I conducted interviews with 8 participants, including existing Trackhawk GPS customers and non-customers. They were divided into two groups: fleet managers and individual users.

  • 4 fleet managers overseeing small to medium-sized fleets (2 to 99 vehicles): understand their specific needs for tracking platforms, how they manage their fleets, and to identify any pain points in their current solutions.

  • 4 individual users, each owning at least one vehicle: explore their motivations for using a GPS tracking system and to determine what information they value most.


For existing Trackhawk customers, the focus was on their experiences with the web and mobile apps, as well as the hardware installation process, to assess satisfaction and identify pain points. For non-customers, the goal was to understand barriers to adoption and general perceptions of GPS tracking platforms.

I conducted interviews with 8 participants, including existing Trackhawk GPS customers and non-customers. They were divided into two groups: fleet managers and individual users.

  • 4 fleet managers overseeing small to medium-sized fleets (2 to 99 vehicles): understand their specific needs for tracking platforms, how they manage their fleets, and to identify any pain points in their current solutions.

  • 4 individual users, each owning at least one vehicle: explore their motivations for using a GPS tracking system and to determine what information they value most.


For existing Trackhawk customers, the focus was on their experiences with the web and mobile apps, as well as the hardware installation process, to assess satisfaction and identify pain points. For non-customers, the goal was to understand barriers to adoption and general perceptions of GPS tracking platforms.

Main insight

Findings from interview

Findings from interview

Fleet mananger:

Prefer notifications only when drivers exceed a threshold, not just the posted speed limit.

Review vehicle history 2-3 times daily to track performance and efficiency.

Fleet mananger:

Prefer notifications only when drivers exceed a threshold, not just the posted speed limit.

Review vehicle history 2-3 times daily to track performance and efficiency.

Individual user:

Use the mobile app 90% of the time for vehicle management.

Concerned about the potential leakage of personal information.

Individual user:

Use the mobile app 90% of the time for vehicle management.

Concerned about the potential leakage of personal information.

Both:

Their top concern is property protection, and they need immediate notifications when potential fraud occurs

Users need a way to easily differentiate between vehicles on the map

Both:

Their top concern is property protection, and they need immediate notifications when potential fraud occurs

Users need a way to easily differentiate between vehicles on the map

Research

Research

User Persona

User Persona

Based on the collected insights, I created two personas to help guide the design and development strategy

Based on the collected insights, I created two personas to help guide the design and development strategy

Fleet manager

Fleet manager

charlie

charlie

Analytical

Analytical

Detail

Detail

Innovative

Innovative

Cleaning Service

Cleaning Service

38y

38y

Houston, TX

Houston, TX

Charlie is a seasoned logistics and fleet management professional with a Bachelor's degree in Logistics and 5 years of hands-on experience. Currently, Charlie oversees 15 vehicles at a Cleaning Service

Charlie is a seasoned logistics and fleet management professional with a Bachelor's degree in Logistics and 5 years of hands-on experience. Currently, Charlie oversees 15 vehicles at a Cleaning Service

Goals

Goals

Optimize fleet efficiency to maximize profit

Optimize fleet efficiency to maximize profit

Ensure vehicle security and avoid fraud

Ensure vehicle security and avoid fraud

Enhance customer satisfaction and loyalty

Enhance customer satisfaction and loyalty

Challenges

Challenges

💤

💤

Minimize vehicle downtime

Unexpected maintenance issues or idling time lead to disruption in service

Minimize vehicle downtime

Unexpected maintenance issues or idling time lead to disruption in service

🚧

🚧

Accurately evaluate driver behavior

To mitigate risks, reduce accidents, and maintain regulatory compliance.

Accurately evaluate driver behavior

To mitigate risks, reduce accidents, and maintain regulatory compliance.

⛽️

⛽️

Reducing fuel cost

Volatile fuel prices demand more vigilant cost-saving measures

Reducing fuel cost

Volatile fuel prices demand more vigilant cost-saving measures

🛡

🛡

Prevent fraud

Protect the fleet from theft, vandalism, and liability claims.

Prevent fraud

Protect the fleet from theft, vandalism, and liability claims.

Mother of two

Mother of two

sophie

sophie

Organized

Organized

Safety-focused

Safety-focused

Highschool Teacher

Highschool Teacher

40y

40y

Saco, ME

Saco, ME

Amanda is a busy professional who values convenience. Her suburban family of four relies on the car for commuting. She is protective of her family's safety and would like to stay informed about their whereabouts.

Amanda is a busy professional who values convenience. Her suburban family of four relies on the car for commuting. She is protective of her family's safety and would like to stay informed about their whereabouts.

Goals

Ensure her family’s safety during commutes, particularly her new teenage drivers

Ensure her family’s safety during commutes, particularly her new teenage drivers

Ensure peace of mind by always knowing her vehicles’ location, especially in unfamiliar areas

Ensure peace of mind by always knowing her vehicles’ location, especially in unfamiliar areas

Optimize vehicle performance to reduce unnecessary expenses and enhance safety

Optimize vehicle performance to reduce unnecessary expenses and enhance safety

Challenges

Time constraint

Struggles to find time for managing vehicle due to a busy work and family schedule

Time constraint

Struggles to find time for managing vehicle due to a busy work and family schedule

👾

👾

Privacy concern

Hesitant to adopt GPS tracking due to fears about personal information leakage

Privacy concern

Hesitant to adopt GPS tracking due to fears about personal information leakage

🔌

🔌

Technical Challenges

May struggle with GPS tracking installation, data interpretation, and troubleshooting

Technical Challenges

May struggle with GPS tracking installation, data interpretation, and troubleshooting

🛡

🛡

Prevent fraud

Protect the vehicles from theft, vandalism, and liability claims.

Prevent fraud

Protect the vehicles from theft, vandalism, and liability claims.

✏️ Design Statment

✏️ Design Statment

How might we design a GPS tracking platform that help users manage multiple vehicles efficiently?

How might we design a GPS tracking platform that help users manage multiple vehicles efficiently?

Major design decision #1

Major design decision #1

Live Tracking

Live Tracking

This feature provides a real-time map displaying current vehicle locations and speeds. With the Live Tracking feature, fleet managers can:

This feature provides a real-time map displaying current vehicle locations and speeds. With the Live Tracking feature, fleet managers can:

🗺

🗺

optimize operation timely

optimize operation timely

Quickly identifying and addressing issues. Deploying vehicles and managing routes to maximize profit and improve service.

Quickly identifying and addressing issues. Deploying vehicles and managing routes to maximize profit and improve service.

🛡

🛡

ensure driver Compliance

ensure driver Compliance

Monitoring driving behavior and ensuring adherence to routes and speed limits

Vehicle Tracking Panel

Vehicle Tracking Panel

Provide a fleet status overview with each vehicle's status on separate cards, allowing us to display a large number of vehicle on one screen

Provide a fleet status overview with each vehicle's status on separate cards, allowing us to display a large number of vehicle on one screen

GPS Map

GPS Map

Maximize the map area to enable users to track multiple vehicles simultaneously on the same screen

Maximize the map area to enable users to track multiple vehicles simultaneously on the same screen

Before

Before

Redundant information at the high level view (satelite status, unique ID, device type, etc)

Icons are unclear, requiring users to click to understand their functions

Each vehicle can be assigned a unique emoji, making it easier to recognize.

Iteration

Iteration

Highlight vehicle status for quick skimming

Remove redundant info and display critical one only

Add vehicle alerts to notify users immediately without requiring navigation to other pages

User feedback

I'm not concerned with runtime or distance traveled, as each driver has their own location and tasks. I focus more if they are behind schedule and waste fuel

Team feedback

When a vehicle moves, alerts can change rapidly, so constantly reloading the card would be frustrating for users

After

After

Show the battery level only when low to reduce information overload. To quick view battery level, user can hover over the card.

Remove vehicle alert because alert can change very frequently

Use icon and color to display multiple vehicle status for quick skimming

38 mph

Idling

Parked

Offline

Distill vehicle high-level info to only emoji, name, location, speed.

User feedback

This is good. The new live tracking page make it easy for me to see the entire fleet at a specific moment.

But I'd be curious if, from the live tracking, you could easily click on a truck and see its history or route.

Major design decision #2

Major design decision #2

Vehicle History

Vehicle History

Vehicle history show where the vehicle has been and it’s status at the time. Vehicle History feature’s goals are:

Vehicle history show where the vehicle has been and it’s status at the time. Vehicle History feature’s goals are:

🛡

🛡

Ensure compliance

Ensure compliance

Managers will have proof for insurance claims in case of an accident

Managers will have proof for insurance claims in case of an accident

⛽️

⛽️

maximize efficiency

maximize efficiency

Review route and traffic history to optimize travel, reducing fuel costs and time

Review route and traffic history to optimize travel, reducing fuel costs and time

👨‍✈️

👨‍✈️

evaluate drivers

evaluate drivers

Review past performance to assess if drivers are driving safely and efficiently

Review past performance to assess if drivers are driving safely and efficiently

Before

Before

After

After

To help managers easily assess driver behavior and ensure compliance, I have enhanced the route display to show more than just location and time

To help managers easily assess driver behavior and ensure compliance, I have enhanced the route display to show more than just location and time

Before

After

Help users evaluate driver behavior by marking routes based on speed. Trackhawk will compare vehicle speeds with regulatory limits and highlight any violations

Use icons to mark the start and stop points of the trip

Use arrow buttons to indicate clickability and invite users to view further trip details

Major design decision #3

Major design decision #3

Over 50% of users primarily use TrackHawk on mobile

Over 50% of users primarily use TrackHawk on mobile

Research showed that individual users track vehicles on their phones 90% of the time, while fleet managers use their phones or tablet 50% of the time, especially when on the field. This indicates that a mobile app or mobile presence is crucial to reach these audiences effectively

Research showed that individual users track vehicles on their phones 90% of the time, while fleet managers use their phones or tablet 50% of the time, especially when on the field. This indicates that a mobile app or mobile presence is crucial to reach these audiences effectively

Live Tracking

Dynamically expand and collapse the map area so users can easily view and select vehicles

Vehicle History

Easily view routes on different dates by scrolling through the date selector carousel

Onboarding Experience

Optimize bulk device addition to make registration easy for managers

Result

Result

Measuring Success

Measuring Success

My designs are being implemented by the Engineering Team and will be launch to 1,000 Trackhawk users by the end of this quarter. Once launched, we seek to measure:

My designs are being implemented by the Engineering Team and will be launch to 1,000 Trackhawk users by the end of this quarter. Once launched, we seek to measure:

Customer Support Metrics

Support Tickets: Track the volume of support requests related to the new design to identify areas that may need more refinement

Time to Resolution: Measure how quickly customer issues are resolved

Customer Support Metrics

Support Tickets: Track the volume of support requests related to the new design to identify areas that may need more refinement

Time to Resolution: Measure how quickly customer issues are resolved

👾

👾

Convertion metrics

Adoption rate: Track how many non-customers adopt the product

Churn rate: Measure how many users stop using the product after the new design is launched

Convertion metrics

Adoption rate: Track how many non-customers adopt the product

Churn rate: Measure how many users stop using the product after the new design is launched

🛣

🛣

Task Completion

Time to Complete Key Actions: Measure how long it takes users to complete critical actions (Eg: review vehicle’s route)

Drop-Off Rates: Identify points where users abandon tasks

Task Completion

Time to Complete Key Actions: Measure how long it takes users to complete critical actions (Eg: review vehicle’s route)

Drop-Off Rates: Identify points where users abandon tasks

💖

💖

User Engagement & Satisfaction

Feature usage: Measure how often key features are being used

Net Promoter Score (NPS): Assess user satisfaction and willingness to recommend the product to others

User Engagement & Satisfaction

Feature usage: Measure how often key features are being used

Net Promoter Score (NPS): Assess user satisfaction and willingness to recommend the product to others

Client Feeback

Client Feeback

Rob Almasri

Rob Almasri

Trackhawk GPS CEO

Trackhawk GPS CEO

"An helped us design the future of Trackhawk GPS. We have been white labeling a software for about 2 years but we kept getting feedback from our customers that the white labeled software was not user friendly enough. Our top priority for our new platform was to make sure the user interface is modern and incredibly easy to use.

We wrote out a requirements document setting the success criteria for the new platform and An ran with it from there. Within days An took our branding and created the foundation of our future. In about 6 weeks the entire platform was designed. An met with our customers and listened to their feedback and what improvements they would like to see. She always asked the right questions and digs into what she hears until she understands the ins and outs of the requirements.

Outside of design she would constantly meet with the developers to ensure her designs were coming to life. I have always relied on An for all of our design needs and I highly recommend her skills for all things design."

Reflection

Learnings

I’m incredibly grateful to the Trackhawk team for the opportunity to grow as a designer. Leading this project has been a major milestone for me, especially since GPS tracking was a completely new field. This role pushed me beyond my usual design responsibilities—like research, interviews, and prototyping—and taught me how to develop and present a design strategy to both the business owner and the tech team.

🌅

🌅

Early developer involvement

Early developer involvement

Early developer involvement

In the past, I relied on my design lead or product manager to coordinate with developers. Because of that habit, I only consulted developers after designing the first feature for Trackhawk, which led to me redoing part of the user flows. Now, I involve developers early to confirm the design's feasibility and avoid rework.

In the past, I relied on my design lead or product manager to coordinate with developers. Because of that habit, I only consulted developers after designing the first feature for Trackhawk, which led to me redoing part of the user flows. Now, I involve developers early to confirm the design's feasibility and avoid rework.

👨‍✈️

👨‍✈️

Flexible mindset

Flexible mindset

Although I always strive for the best experience, I also learned that business goal often require compromises. In this project, I recognized the need for flexibility instead of getting stuck on perfecting every detail. I learn to identify design elements that can be simplified or postponed without sacrificing the core experience.

Although I always strive for the best experience, I also learned that business goal often require compromises. In this project, I recognized the need for flexibility instead of getting stuck on perfecting every detail. I learn to identify design elements that can be simplified or postponed without sacrificing the core experience.