Geotab Vitality is a driver behavior program that turns vehicle telematics data into personalized goals, status levels, and rewards. This makes safe driving feel like a game instead of a compliance task. In its first 30 days, it improved driving behaviour by 15%.
Business problem
The Vitality team was spending a lot of time manually building custom reports and slide decks for every fleet and every check in meeting. This was a process that didn't scale as more fleets joined the program, and pulled resources away from other sections.
Business need
Broaden the platforms reach and cater to different fleet sizes and lessen the strain on the customer compliance department.
User problem
Users could not review their program outputs without the Vitality team. They relied on them to walk them through presentation breakdowns of how their program was progressing.
User need
Have an all in one platform with broken down outputs from the program that they could view at any time.
The challenge
Fleet managers only found out how their program was performing through scheduled meetings with the Vitality team, who'd walk them through a slide deck and if they wanted an update outside of that, they had to reach out directly or wait for the next session. This left managers without on-demand visibility into their own program, while the Vitality team spent significant time manually building custom reporting for every fleet and with scaling, this was a process that would become difficult as more fleets joined.
Discovery
We had an MVP already created but I couldn't start the design process without knowing who I was design for. So I started off the discovery phase with 3 goals in mind:
Our users
Mapping what existed
The workshop
There were still a few gaps in understanding both the pain points and knowing if the MVP would actually solve them. To close them I led a multi-step workshop with two Vitality members across different fields. The workshop broken down into the following sections:
User stories
Mapping what fleet managers were actually trying to accomplish.
Backend process
Mapped how the Vitality team's internal systems and processes worked, to understand their workflow and pinpoint the manual effort points.
Pain point writing
Writing out both user pain points and Vitality team's pain points.
Pain point categorization
Mapping each pain point against the existing MVP sections, to see what was addressed, what wasn't and where the MVP might need to be adjusted.
Quadrant mapping
Plotting the pain points mapped on the MVP by complexity vs. impact, to prioritize what to solve first.
Analysis
Key insights mapped to the MVP
Managers had no quick way to understand overall program performance without digging through multiple pages or waiting on the Vitality team.
A high-level home screen surfacing key trends like engagement, safety improvements, and reward usage at a glance.
Managing driver enrollment was manual and hard to track, especially for fleets with large or frequently changing staff.
A dedicated section to add, remove, and update drivers, assign them to depots, and track participation status.
Managers had no visibility into whether the program was worth the investment, or which drivers needed more support.
Tracks goal achievement, rewards earned and redeemed, and engagement trends to help managers assess ROI.
Data access needed to be controlled across different roles and fleets.
Lets managers manage who has access to what, and toggle features on or off at the driver or fleet level.
Fleet teams needed a way to get up to speed on the program and stay engaged with it long term.
A resource library with videos, PDFs, and assignments managers can push to drivers and track completion on.
ideation- UX THINKING
Guided by the workshop insights, I structured how the dashboard would work. This included creating an information architecture to the specific paths managers would take through it. A few core principles shaped every decision:
Give managers clarity (trust)
Make it immediately clear whether the program is working, without digging
Support two levels of detail
Let managers move easily between the big-picture view and individual driver data
Minimize friction
Reduce the clicks and steps between a manager and the answer they need
The dashboard was built around top-level navigation tabs, giving managers a clear way to move between sections, without needing to relearn the layout as the product grows. This structure was intentionally built to scale beyond v1.
Task flow
Solutions
With the structure mapped out, the focus shifted to designing a smooth first experience for managers new to Vitality, and a dashboard that gave them the visibility they'd been missing.
Onboarding
Onboarding was one of the biggest asks for this project since the it was a brand-new experience for fleet managers. The goal was to get managers to value and outputs in as few clicks as possible, without overwhelming them with the full dashboard on day one.
I referenced existing onboarding patterns using Mobbin, then adapted those into a step-by-step flow tailored to Vitality.
Geotab Vitality pages
The experience was organized into some key pages.
A dashboard gave managers a quick overview they could drill into for more detail.
A driver page let them view and manage enrollment (adding, updating, or removing drivers).
A performance page showed how enrolled drivers were progressing over time through data visualization.
An engment page that
A rewards page
Resources
A reports page
These pages gave managers full visibility into the program, covering things like driver credits, partner rewards, and driver improvement, while also letting them take action rather than just observe.
Data visualization
Since performance breakdowns relied heavily on graphs and charts, data visualization played a major role in making the page usable. The priority was keeping charts simple and scannable at a glance, while still showing trends over time so managers could see whether performance was improving, staying flat, or declining, without needing to dig into raw numbers.
Initial design of the Rewards and Engagement page
Final design of the Rewards page (ungrouped from Engagement)
Feedback
Throughout this process, I ran several walkthroughs with stakeholders and other designers to gather feedback. This shaped a number of iterations to the onboarding flow, the page layout, and the data visualizations before arriving at the final designs. And this wasn't a one off, I continued to get feedback and collaborate with my teams across product, dev and design.
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