Fleetcor: Powering innovation in EV
Fleetcor is an NYSE-listed global business payments and spend management company.
They asked and jump to innovate new EV features for their online platform.
We ran our own version of a design sprint to identify opportunities and develop a new service. Putting customer-centricity at the heart of the process united teams and gave confidence in the project outcomes.
First-hand research became a game-changer. Not only did the insights identify what breakthrough EV ideas and solutions would work for customers. It validated the experience strategy and showed a more significant opportunity for Allstar to be the leader in EV.
The Results
New EV features launched on the online platform.
Product roadmap with prioritised features ready to build.
Services
Design sprint
Audience panel
Design research & Prototyping
Service design
UX and UI design
Product innovation
Roadmapping
“The prototype came with a WOW factor that was unexpected. We loved the clean, modern look and feel and intuitive navigation, which was very different from the existing customer experience.”
Kathryn Gough, VP, Product and Transformation, Allstar Business Solutions
Defining our north star and mapping the new service
We began by creating an experience map of our new product. We walked each of our primary personas through the service, detailing their needs at each stage.
We narrowed down which persona to concentrate on to keep the scope focused. We chose the fleet manager as they use the service daily and interact with drivers and finance managers.
Sketching new feature ideas
Once we had our map and our persona, we started sketching. Starting with written descriptions, we used sketching exercises to iterate on our ideas.
Over and above cost and spend features, the team explored the level of carbon reporting that fleet managers might need — How open were they to AI, driver performance and fleet management reporting?
Storyboarding our prototype
We worked out the storyboard to ensure the new EV dashboard would be effective to test with users. This way, we covered everything we wanted to test and built the right prototype.
Prototyping
Insight into the fleet and logistics sector and audiences are sparse relative to other industries. We built a segmentation representative of the customer base and an audience panel to pinpoint the right people. To recruit at speed, we automated the process.
We made research a team sport by integrating the CX, design and different teams. We ran two rounds of testing to discover customer needs, design solutions and journeys, and understand what success is. Insights were synthesised into a research repository and made easily shareable across the business.
We like to extend user testing longer than the traditional one day. This allows us to test with more depth, iterate on the prototype and run further sessions. It also gives the client greater confidence in the results and buy-in to act on the results.
Human-centric innovation
Here we deviate from a traditional design sprint in order to prototype to a higher fidelity with more depth in the journey.
We find this really helps the team align better and also respond to the prototype making it much more solid to test with customers.
In this case we built out the core user journey, covering carbon reporting, green storytelling, driver performance and car benchmarking.
Launching new features onto the current platform
We synthesised customer insights, criticisms, and feature ideas. These findings were integrated into a new prototype, which gave the team a solid version to work from when sequencing the product roadmap.
Next, we reviewed existing datasets and mapped which new features were ready to go versus those requiring more development. This resulted in a shortlist of functionality we could launch into the current platform without significant disruption.
UX Review and wireframing
The EV features needed a home within the platform. To reduce the cognitive load on the user, we reviewed the dashboard UX, tweaked the structure, and simplified some of the journeys.
The final prototype reflected the platform with the new EV features to get stakeholder buy-in and have a reference point for developers.
The MVP features were implemented alongside a prioritised roadmap for future development.
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