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
Overview
Overview
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
Rigid white-label platform restricts scalability,
leading to a cluttered user experience
Rigid white-label platform restricts scalability,
leading to a cluttered user experience
Trackhawk is using white-labeled GPS tracking platform, which 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Outdated and overly complex, as competitors adopt more modern and simplified interfaces.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.
Trackhawk is using white-labeled GPS tracking platform, which 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Outdated and overly complex, as competitors adopt more modern and simplified interfaces.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.
✏️ 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?
🏆 Goals
Trackhawk needs a new platform that is
Trackhawk needs 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
Business impact
The revamp helped Trackhawk GPS gained
80
80
Business customers
Business customers
1000+
1000+
Vehicles
Vehicles
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.
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
Iteration
Iteration
After
After
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
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 was launched in 2024 to 1,000 Trackhawk users. To evaluate the impact of the design, we measure:
My designs are being implemented by the Engineering Team and was launched in 2024 to 1,000 Trackhawk users. To evaluate the impact of the design, we 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
Since lauched, Trackhawk GPS has gained
Since lauched, Trackhawk GPS has gained
80
80
Business customers
Business customers
1000+
1000+
Vehicles
Vehicles
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 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
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.
my other works
my other works
Enhancing Google Home subscription retention
Enhancing Google Home subscription retention
Systematically highlighted premium features value
Systematically highlighted premium features value
Scene Health design system
Scene Health design system
System-first, responsive reusable assets for web portal and mobile app
System-first, responsive reusable assets for web portal and mobile app
Location
Location
Base in Boston, open to relocation
Base in Boston, open to relocation
* Thank You in Vietnamese