ROLE: UX LEAD / YEAR: 2020 / CLIENT: FORD
Keeping fleet drivers informed, safe, and in control with Ford Telematics Drive
In the UK, fleet drivers are required by the Driver and Vehicle Standards Agency (DVSA) to conduct daily walkaround checks to ensure vehicle safety and roadworthiness. To support this process, Ford launched an MVP of the Ford Telematics Drive (FT Drive) app, enabling drivers to complete checks and report issues to their Fleet Managers.
Recognizing an opportunity to enhance the app, Ford engaged the UX and Service Design team to develop a vision for the future of FT Drive and define its short- and long-term roadmap.
Challenge: evolving the service around fleet drivers' needs
While the initial MVP provided a digital tool, Ford aimed to evolve FT Drive into a more comprehensive service tailored to fleet drivers' needs. The goal of the project was to:
• Understand the daily challenges faced by drivers.
• Identify opportunities to improve their workflow and efficiency.
• Shape a roadmap for future features and enhancements.
The UX and Service Design team was tasked with defining this vision and ensuring alignment with both user needs and business objectives.
Process: involve the team in a Service Vision and Roadmap Sprint
To achieve this, we structured our approach into four key phases:
• Phase 1 (Discover): Conduct UX research to understand user needs.
• Phase 2 (Define): Facilitate workshops to analyze findings and define key problems.
• Phase 3 (Ideate): Generate potential solutions through co-design workshops.
• Phase 4 (Validate and deliver): Test and refine concepts, shaping a clear service vision and roadmap.
Collaboration was central to this process. By actively involving stakeholders—engineers, product managers, researchers, and designers—we fostered a shared understanding and encouraged innovative thinking.
Phase 1 – Discover
Due to pandemic-related constraints, we adapted our research approach to remote in-depth interviews with Fleet Drivers over two weeks. Our research objectives included:
• Gaining insight into drivers’ daily routines and pain points.
• Understanding how drivers currently use FT Drive.
• Identifying opportunities to enhance the app’s functionality.
• Defining behavioral user segments.
These insights laid the foundation for the workshops and roadmap development.
Phase 2 – Define
The workshops were carried over the course of two days to provide mental separation between Exploring the Now and Imagining the Future.
Workshop day 1: explore the now
The first day was all about the current state. We started by providing an overview of the insights from the in-depth interviews conducted with the Fleet Drivers and then proceeded with two workshops:
• Persona canvas workshop.
• Customer experience mapping workshop (part 1).
Workshop day 2: imagine the future
The second day was all about the future state. We started by playing back the insights from day 1 and then proceeded with two workshops:
• Customer experience mapping workshop (part 2).
• Design the box workshop.
Phase 3 – Ideate
Using the opportunities identified in the Define phase, we ran co-design workshops with stakeholders from engineering, product, and design. These sessions helped generate and prioritize ideas for new features and service improvements, ensuring feasibility and alignment across teams.
Phase 4 – Delivery
4.1. Vision storyboard
To communicate our vision effectively, we developed a storyboard illustrating the future experience of FT Drive. This was designed as a living document, iterated upon as the project evolved.
4.2. Revisited value proposition
Our process led to a refined value proposition for FT Drive:
A multichannel service that gives Fleet Managers complete control and actionable insights, while empowering Fleet Drivers with real-time updates to stay informed and safe on the road.
4.3. For Fleet Drivers
Ford Telematics Drive enables drivers to manage their vehicles, receive real-time health updates, and swiftly report any issues to their managers.
Enhance the communication with Fleet Managers
As a driver, I need to be able to communicate instantly with my manager so that they know if something happens.
Help drivers get to their destination
As a driver, I need to know the best route so that I can get to my destination on time.
Enable drivers to schedule a service booking
As a driver, I need to be able to schedule a service booking so that my car is fixed in case of an emergency.
Provide a centralized location for all the notifications
As a driver, I need to access the history of notifications so that I can see what I’ve missed.
Reduce range anxiety with electric vehicles
As a driver of an electric vehicle, I need to have information about the EV charging stations so that I can charge the vehicle in the most convenient location.
App as a key and remote control to the vehicle
As a driver, I need to use my smartphone to lock, locate and control the temperature of my vehicle, so I can keep control of the vehicle remotely.
4.4. For Fleet Managers
Ford Telematics helps monitor fleet performance, vehicle health, and driver behavior to optimize operations and reduce costs.
