Transforming Safety Performance Evaluation in Fleet Management

Product design, AI, strategy
Tools
Figma
Duration
11.2022 - 12.2022
2 month
Company & role
Product designer @ Geotab
Project Overview
MyGeotab is a telematics tool where customers can see their fleet of vehicles' activity in one place and use it to make quicker, better-informed decisions for their business.
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Geotab customers are not fully realizing the power of existing Geotab data to inform them of how their fleet is really doing in terms of safety. We want customers to use our data to improve their safety and reach their safety goals.
The challenge: How might we help customers realize the power in MyGeotab's safety data and help them make informed decisions to improve the safety of their fleet? 
Team
Lead designer - me
Project manager - Sajad Shiravi
Technical project manager - Kathleen McGarrell
Development lead - Gordana Jekic Dzunic
Prioritizing discovery goals with assumption mapping
Since my team was taking over a lot of research from other teams, I conducted an assumption mapping session to help us level set between all the sources. It was a good tool to help systematically prioritize research based on the team's confidence levels for a list of assumptions. 

This is what we did:
  1. Identify a list of assumptions staying away from solutions and only focusing on customer needs.
  2. Identified our confidence in this assumption based on previous research and risk if we don’t validate or in-validate it.
  3. Prioritize based on highest risk and lowest confidence.
The exercise confirms the value of the product - customers are interested in seeing safety peer comparison data. What we are most unsure about is how to show this data to customers in a digestible and actionable way.
Identifying the right data points
Comparative testing
Comparative testing was used as part of the initial research to help users identify which version of the data was most easily digestible for them. 
Research outcomes
There is a lack of process, people and/or motivation in improving the status quo of safety within organizations that uses MyGeotab.
Customers are looking for guidance on “where to start from” or “which areas I need to focus on” or “how I’m doing against the industry”. Here are some of the data points customers identified can help them answer those questions: 
  1. Rank against peers
  2. Rank changed over time 
  3. Areas of comparison where they are doing better or worse against peers
  4. Information about peers
Working with a tight timeline
Designing a skeleton for agile design process
By the end of the ideation stage, I made sure key features were identified so the development team can start building while detailed design stage continues. 
To do this, I created a skeleton for the development team. Here are some important questions that this skeleton design had to answer: 
Question 1: how do we build a product that is scalable and reusable for other similar products?
Solution: templated design
Reasoning: 
  1. Product release cycles are long, there will be more data of similar variety that is already in the pipeline. Using templates allows the team to inject different of data sets into the similar UI. This allows the team to release faster and test faster. 
  2. The result is a template filled with self contained components that can be turned on or off and reusable according to the needs of each new data set
Question 2: how much data visualization should be on the page? 
Solution: minimal
Reasoning: 
  1. Data was separated into two types: raw data and insights. Raw data does not drive action, Insights can be used for data story telling and provoke emotion for user to take action.
  2. Raw data also exists in other parts of the system, so there is no need to duplicate.
Question 2: how can we make the page easily skim-able and impactful? 
Solution: data story telling approach
‍Reasoning: 
  1. Good data story telling needs data, visuals and a narrative. I wanted to ensure there is a good narrative to build trust with customers.
  2. Information architecture is designed to drill down into levels of detailed data.
Overview and trend data
Provoke emotion with data storytelling
This section should immediately help users draw attention to users and help them find how where they can start from. Ranking data is a good metric to achieve this goal.

Challenge 1: Display fleet's rank and if they are below or above average to encourage users to dig deeper.
At this point, we were starting to experiment with live data. It was newly discovered that ranks fluctuate quite a bit each month. Which is why we want to recognize growth as well as high performance. What customers want to know:
  1. Am I below or above average? 
  2. If I'm above average, am I improving to be a top performer? 
  3. If I'm a top performer, have I been consistent or is this just an anomaly?  
  4. If I'm a low performer or above average, am I improving?  
The score card captures all of the edge cases! 
Adding a sense of progression over time can encourage customer's motivation to improve their safety performance.
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Challenge 2: Motivate change by telling a story about safety performance progression over time.
Explaining rank and how to improve
Challenge 3: Help customers understand which areas of comparison I'm doing better or worse in against my peers.

Rank is calculated based on summation of a few metrics. To provide more transparency of how customers can improve their ranking, they can do it by improving each individual category. Each of the customers can view which category is dragging their ranking down and take action to improve their overall ranking.
Data context
Building trust with customers
There is something unique to each customer’s operation. From the comparative testing exercise, many customers assumed the software was comparing them to every fleet that uses Geotab. It was unclear to users that they were only being compared to fleets similar to them. To provide transparency, we wanted to highlight the common characteristics between the fleets being compared.
Testing designs
Ship to learn mentality
Since timelines were very tight, the intention was always to make an MVP with key features and ship to learn. We did not prioritize doing a full round of usability testing with end customers before going into development. The aim was to gather feedback in beta and iterate from there.
Learnings
Building with organizational constraints
How to design in a way where it also optimizes for product strategy? 
‍Incorporating design strategy with product strategy is a great way to get buy in to design ideas. I especially made sure to put on my PM and dev hat when communicating design ideas, helped easily get buy in. Designing the dashboard as self-contained components allowed our team to eliminate repetitive efforts for future similar insights and scale more easily. This was an easy win for all stakeholders.

Stakeholder opinions are strong for 0-1 products.
Managing stakeholder opinions was a challenge. Especially for a project that had high interest in the organization. I have learnt that this is usually the case for 0-1 products, because everyone's excited about it and want to make sure we get it right. The expectation needs to be set up that this is an MVP and we can't get everything 100% right the first time. At some point, we need to just ship the product and get feedback.
© 2020 Annie Cui
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