FleetEY: a B2B SaaS Fleet Management Product Dashboard
Product Design, Design Research
Project Scope
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Designed a B2B SaaS fleet management product for business operations.
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Competitive analysis of existing fleet management platforms
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Mapped fleet management services and design user persona
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Customer journey mapping & identified key workflow challenges
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Designed end-to-end strategies with user scenarios to optimise operations
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Designed data-driven, intuitive dashboards and high-fidelity user interfaces for core scenarios (trip, task, asset management)
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Integrated cross-team collaboration features to streamline fleet services
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Planned user testing & created study guides to validate features with users
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Documented limitations (e.g., backend integration, scope changes, unaddressed features like data security
Designed scope of metadata in vehicle assignment
Automation in workflow in Managing Task
GenAI & Agentic AI Supported Chat
Highlights
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Designed scope of metadata in vehicle assignment
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Designed AI-assisted chat integrating managerial expertise for decision support across fleet operations.
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Designed scope of GenAI and agentic AI in Fleet Management System
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Defined the scope of automation in task management workflows for multi-stakeholder collaboration, for maintenance issue detection, triage, and resolution notification
Key Role and Responsibilities
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Led the end-to-end UX design for FleetEY, conducting comprehensive user research, developing personas, and mapping customer journeys to deeply understand business manager goals and workflows.
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Conducted competitive analysis phase to identify existing product gaps and areas for improvement.
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Collaborated with stakeholders and development teams to resolve technical challenges, gather detailed requirements, and ensure user-centred design solutions aligned with operational needs.
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Strategically designed workflows and data-driven dashboards with data visualisations for trip, task, and asset management, optimising user experience within complex fleet operations.
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Planned usability testing using real-world scenarios and prepared study guides to validate design effectiveness and usability.
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Acted as a project lead, driving cross-functional collaboration, aligning design strategy with business goals and technical feasibility.
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Explored and integrated generative AI and AI agents into user scenarios and UI design to enhance operational workflows and deliver context-aware decision support for fleet management users.
Contents
Project summary
FleetEY is a B2B SaaS platform designed to optimise vehicle operations for organisations. As a centralised digital solution with a data-driven approach, it provides crucial performance insights through intuitive dashboards, supporting business users in making informed decisions. By seamlessly integrating essential fleet services and functions, FleetEY leverages collaboration among different management teams and streamlines operations, driving efficiency and ultimately enhancing the overall user experience within the fleet organisation.
The research involved several key components, including conducting desktop research, mapping fleet management services, and creating user personas who manage various service areas, as well as understanding their goals and responsibilities within fleetEY. Mapped the customer journey and designed strategies to optimise fleet operations through use cases and scenarios for the business in areas such as Trip Management, Task Management, and Asset Management. Finally, designed detailed high-fidelity user interfaces for business users.
The goal of this project is to address the problem areas in fleet services and design end-to-end experiences in the FleetEY SaaS application.
Competitive Analysis: Identifying Drawbacks of the Current Product
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Difficult navigation: Key functions in platforms like Capera and G2 are buried under complex menus, slowing user access.
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Steep learning curve: Geotab’s depth requires extensive training, challenging for resource-limited teams and delaying onboarding.
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Poor integration: Over half of fleets still use multiple platforms, causing fragmented workflows and inefficiencies.
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Data silos: Limited tool integration leads to inconsistent data and decision-making challenges.
"Over half of fleets using advanced software also juggle multiple platforms, indicating ongoing challenges with software integration."
Souce: Fleet Management Survey, 2025, Fleet.io
Design Strategy & Design Outcome
Use Cases & Scenarios
Scenario 1: Trip Management
The workflow and designated tasks of the Business Operations Manager encompass several key steps:
Receiving a trip request from the customer, executing the trip, and analysing the trip afterwards to identify areas for improvement.
Why? The designed UI aligns with the workflow of the Business Operations Manager, strategically placed to cater to the end-to-end customer journey experienced in FleetEY trips.
Design Intervention: Designed an automation focused workflow process and using genAI to enhance trip management experience in designs efficiency and provide a more customer-centred approach.
User journey of the Business Operations Manager in trip management, aligned with the customer journey during the trip experience.
Design Outcome - Scenario 1: Trip Management - UI (Pdf)
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The Business Operations Manager oversees end-to-end trip operations in FleetEY, including trip creation, route planning, vehicle assignment, monitoring, and performance analysis.
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The designed workflow incorporates GenAI, AI agents, and a user-centred UI, enabling the system to automate route planning and optimise resource allocation, thereby supporting informed decision-making and operational efficiency.
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Real-time tracking and post-trip analytics provide insights into performance metrics and customer feedback, facilitating continuous improvement and consistently enhancing the customer experience.
The following is a PDF file. Please use the ‘>’ button at the bottom or 'scroll horizontal' to navigate through the pages.
Design Outcome - Scenario 2: Collaborative Task Management Workflow - UI (Pdf)
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In the FleetEY task management system, data is analysed via dashboards to support the Business Operations Manager in assessing fleet performance. The system facilitates task coordination and collaboration among multiple stakeholders through automated workflows.
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For example, when a vehicle maintenance issue like a tire puncture is detected, the relevant teams are immediately notified, tasks are assigned, and updates are tracked in real time.
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The alert panel in the dashboard features functions like category alerts, priority statuses, search, edit, sort, and message notifications, while tooltips provide quick access to responsible personnel profiles and message read statuses, ensuring smooth communication and timely resolution.
The following is a PDF file. Please use the ‘>’ button at the bottom or 'scroll horizontal' to navigate through the pages.
Testing
I planned the testing based on specific use cases, identifying key research areas and validation points in collaboration with stakeholders.
The primary focus is to evaluate challenges in building an integrated fleet management platform that allows all related tasks to be handled within a single product, while also measuring user satisfaction.
A study guide was created to focus the research effectively. Currently, the project is in the validation phase, testing designed mockups with selected participants.
Once development is complete, a comprehensive evaluation will determine whether the identified issues have been resolved.
Insights from this testing phase will guide the scope and direction of the next product phase, informed by customer feedback and reception.
Limitations
The project had limited interaction with the back-end team, which restricted exposure to architectural challenges and their potential impact.
As the project progressed, the scope evolved at a detailed level, causing occasional shifts in goals. Some use cases, such as data security and access control, remain unaddressed in this release. These edge cases will need to be evaluated post-launch and considered for future iterations and updates.
Reflections
The project challenged the range of my design skills and highlighted the broader knowledge areas designers must engage with to develop creative solutions. It emphasised the importance of collaborating with back-end teams and leveraging evolving technologies to address technical challenges and identify opportunities to create seamless experiences.
It also deepened my interest in data, giving me the opportunity to integrate data meaningfully into the use case.