From First Touch to Long-Term Value:
Crafting End-to-End Experiences for Data-Driven Fleet Management
2025
CONTEXT
Geotab is a powerful fleet management solution, but its potential is underused due to challenges in customer service and feature discoverability for small to medium fleets.
The Opportunity: Geotab’s ecosystem offers robust tools for fleet optimization, but many users —especially smaller fleets — struggle to unlock its value.
The Challenge: Current self-serve flows make it difficult for customers to seamlessly onboard, discover features, and troubleshoot without friction.
The Impact: These gaps create a fragmented experience, where the product’s sophistication outpaces its usability, ultimately limiting customer satisfaction and retention.
The Question: How might we reimagine the user journey to simplify onboarding, improve in-app discoverability, and create a more intuitive, end-to-end customer experience across the Geotab ecosystem?
PROBLEM
Unrealized Potential
Geotab’s onboarding and product experience creates friction that slows time-to-value and prevents customers —especially small to medium fleets — from realizing the full potential of MyGeotab.
Onboarding Dependance
New users must go through manual business outreach (calls, demos, upsells), with no automated or self-serve path to test or subscribe.
Product Complexity
MyGeotab’s depth makes it difficult for customers to confidently navigate and unlock value without heavy support.
Missed Opportunities
Many fleets underutilize the platform, leading to frustration, and weakened customer satisfaction.
GOALS
Accelerate Time-to-Value
Create self-serve onboarding flows that allow customers to quickly test, adopt, and subscribe to Geotab services without relying solely on manual outreach.
Simplify User Experience
Reduce complexity in MyGeotab through intuitive navigation, guided in-app support, and clearer feature discoverability to help customers unlock value with ease.
Build Customer Confidence
RESEARCH
A Visit to Last Mile Delivery Company in Paris
I visited a delivery service provider in Paris to gain firsthand insight into their fleet operations. The visit provided an in-depth understanding of the day-to-day challenges faced by both drivers and managers, highlighting the operational complexity of last-mile delivery. This experience underscored the importance of intuitive fleet management solutions in supporting efficiency, scalability, and overall service quality.
User Interview
We spoke directly with fleet managers and drivers to uncover their pain points, motivations, and expectations.
User Shadowing
We observed fleet managers and delivery associates in their real work environments to understand workflows and identify unspoken challenges.
Usability Testing
We asked participants to complete key tasks in MyGeotab to evaluate navigation, discoverability, and ease of use.
Concept Testing
We presented early prototypes to gather reactions, validate assumptions, and refine potential solutions.
SOLUTIONS
Turning Complexity Into Clarity
We approached these challenges holistically, tackling them across the entire Geotab ecosystem. From onboarding flows to in-app feature discovery and customer support touchpoints, our solutions were designed to create a seamless, end-to-end experience that empowers users to unlock the full value of Geotab.
Red Carpet Experience
Deliver a self-serve onboarding that lets users explore, test, and pilot with both simulated and real data.
UI
Research
Desktop
Self-serve onboarding and upsell
From hello to subscribe, it’s all self-serve. No calls. No delays.
Feature walkthroughs
Accelerate time-to-value with guided training and quick-starts that turn hesitance into confidence.
Digital Self-Serve Support Hub
One destination for everything Geotab: connect with the community, learn in the academy, and find the answers you need — faster.
IA
UI
Research
Workshop
Desktop
Mobile
Unified resources
No more scattered guides or siloed answers. Everything you need is unified in one hub, built to support your journey end to end.
Refined browsing
Smarter navigation and product categories designed to help you learn fast and find what you need.
MyAdmin
Aligning visuals for an improved partner experience, surfacing important insights through data visualization.
Data Visualization
UI
Desktop
Insights at a glance
Designing dashboards that transform complexity into actionable business health.
Reduce manual processes
Automated and preset selections reduce the redundant, manual setup.
GeotabDQ
Making data reliability and accessibility achievable, actionable and attainable, by holding everyone all accountable.
Leadership
Research
Workshop
Presentation
UI
Desktop
Data about your data
Stay in the know with a weekly digest that keeps your data health in check.
Smooth adoption
By tapping into KPIs, training, and existing organizational resources, we ensure a seamless path to adoption.
LEARNINGS
A Fruitful Year
Over the course of my internship, I discovered not just how products are built at scale, but how designers grow within them — learning to find my voice, adapt to challenges, and embrace the balance between user needs and business realities.
Business & Industry Knowledge
Gaining exposure to how large enterprises structure teams, workflows, and projects.
Understanding how business goals, compliance, and scalability shape product design decisions.
Designing for multiple user roles, regions, or workflows common in enterprise software.
Design Process & Methods
Applying user research techniques (interviews, surveys, usability testing) in an enterprise context.
Designing within complex systems and design systems (e.g., large-scale UI libraries, accessibility requirements, brand consistency).
Creating wireframes, prototypes, and high-fidelity UI for real enterprise products.
Professional Growth
Building confidence in speaking up for user needs while learning how to balance them with business priorities.
Gaining first-hand exposure to designing for global users, including localization and accessibility considerations.
Developing adaptability by adjusting to shifting project requirements and learning to stay resilient in fast-paced environments.