Problem
Commercial fleet owners have been a neglected user base for some time at FMCC. The company decided to focus its strategy around improving the user experience for commercial fleet owners. My role within the team was to research, ideate, and deliver improvements to commercial fleet owners.
Approach
User Interviews – I began with interviewing owners of companies that had fleets of vehicles. I was responsible for developing the interview script, conducting the interviews, and assist in synthesizing the data after. The goal of the interviews was to understand who the users are, what their pain points are, their likes, dislikes, and how they like to work.
Survey - Next, I wrote and launched a survey to 300+ participants in our user group so that we could gather qualitative data on patterns based on fleet size.
Personas – Based on the insights from the interviews I created 4 personas. I created these personas for the team to have a common understanding of who our users were. We decided to focus on the persona of a small business owner because they presented the most amount of pain points.
journey mapping
Once we had the personas and research complete, we collaboratively created a journey map of the ideal commercial customer experience with Ford.
Final Journey map
Ideation
We chose to ideate solutions on the current pain points within the journey map. We used ideations techniques such as Crazy 8 sessions, storyboarding and dot voting.
Concept Testing
We created 4 product concepts to test with our users. I wrote the script and conducted the concept feedback sessions with 12 participants that matched our target persona.
Iteration & MVP versions
As a team, we decided on the MVP of the products that we could deliver to provide benefits to the users within short time framed. I created the designs in Sketch and prototyped them using InVision.
Results
Once we gathered our feedback on the concepts. The product team decided on the MVP solutions that we could iteratively deliver which are currently being built into production.
Learned
Something I learned from this project was the benefits of a balanced production team. Many people throughout the company were involved in providing their expertise on commercial financing and communication with these stakeholders were extremely influential in the success of the project.