Ford Telematics Drive: creating a service around the needs of Fleet Drivers

Project background

In the UK, daily walkaround checks are required by the Vehicle Standards Agency (DVSA) in order to ensure that fleet vehicles are safe and roadworthyAn MVP of the Ford Telematics Drive app (FT Drive) was launched to help Fleet Drivers carry the required daily walkaround checks and report any vehicle issues to their Fleet Managers. 

UX and service design team: Pedro Falcao, Panos Markidis, Ibolya Olah; Product Ownership: Adam Stanford; Delivery Management: James Mankin

daily walkaround checksdaily walkaround checks

Challenge: creating a service around the needs of fleet drivers

Ford identified an opportunity to extend the purpose of the app and provide a service around the needs of Fleet Drivers. To that end, the UX and service design team was asked to develop a vision for the future of the service and help to shape its short and long-term feature roadmap.

Process: involve the team in a Service Vision and Roadmap Sprint

  • Phase 1 (Discover): UX research.
  • Phase 2 (Define): workshops to identify the problem(s).
  • Phase 3 (Ideate): workshops to generate solution(s).
  • Phase 4 (Validate and deliver): testing the solution(s) devised.

Collaboration was key in this process: actively involving different stakeholders in all the phases of design process facilitates communication, creates a common understanding, and generates innovative and impactful ideas. 

Service Vision and Roadmap SprintService Vision and Roadmap Sprint

Phase 1 – Discover

Unfortunately, and due to the pandemic, we were not able to conduct contextual interviews and see drivers while they work in their own environments. The alternative was to conduct remote in-depth interviews with Fleet Drivers over the course of two weeks. High-level research objectives included:

  • Gain a better understanding of the drivers’ day-to-day.
  • Understand how drivers perform key tasks currently provided by FT Drive.
  • Understand how FT Drive can further help drivers performing their job.
  • Identify behavioral user segments.
User quotesUser quotes

Phase 2 – Define (workshops)

The workshops were carried over the course of two days to provide mental separation between Exploring the Now and Imagining the Future

Discover & define workshopsDiscover & define workshops

Workshop day 1: explore the now

The first day was all about the current state. We started by providing an overview of the insights of the in-depth interviews carried with the Fleet Drivers and then proceeded with two workshops:

  • Persona canvas workshop
  • Customer experience mapping workshop (part 1)


Agenda and plan for day 1 

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Workshop day 2: Imagine the future

The first day is all about the future state. We started playback the insights from day 1 and then proceeded with two workshops:

  • Customer experience mapping workshop (part 2)
  • Design the box workshop

Agenda and plan for day 2 

Opportunites & user need statementsOpportunites & user need statements

Phase 3 –  Ideate

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Vision sStoryboardVision sStoryboard

Phase 4 – Validate and deliver

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