Take to the road…
Michelin sought to develop a roadside assistance program, similar to AAA, for long-haul truckers. I was part of the team that pitched and won the business and, subsequently, managed the UX team during the development.
User Research.
I worked with the client and my senior designer to develop a research plan that would fit the needs of the project. We embarked on a series of 20 interviews split between segments that Michelin felt were important, including fleet owners, drivers, mechanics, dispatchers and service technicians. Interviews were conducted in-person at places like garages and truck-stops and also over Zoom due to Covid-19.
My role: I developed the research plan/methodology, conducted ten interviews and participated with my team in putting together the findings. In addition, managing scope, timeline and budget.
Analysis.
My team and I went back over the research and looked for common themes and patterns in the responses. To arrive at a rough, current state journey, we conducted empathy mapping and a feature/value matrix
My role: I lead exercises and workshops to uncover trends in the data and helped to put together the current state journey and pre-read documents that would inform our future design thinking workshops.
Current State Journey
With the findings from our research we were able to put together some rough personas and a current state journey. We called out the pain points/moments of opportunities.
My role: Lead the team as we worked through recommendations and researched best practices/similar products for thought starters on improvement. Oversite on the final deliverable.
Design Thinking 1
We conducted a 2 day workshop with the client to better understand requirements and better understand drivers, fleet managers and owners. We used affinity mapping to pull out key ideas from our research by grouping them together.
My role: Helped plan/prep the workshop. Co-lead the workshop along with a Senior UX designer and Creative Director.
Design Thinking 2
In addition to empathy mapping we also conducted a “Jobs to be Done” exercise to gather requirements. Jobs to be Done breaks down customer needs into specific steps.
Design Thinking 3.
We provided the participants an assortment of “thought starters” (apps / websites similar in theme and functionality to what they were hoping to achieve). After discussing their likes and dislikes we broke into teams and sketched key pages together.
Personas & Journeys
We used the information uncovered during our workshops to finalize personas and update the user journeys.
My role: I made sure the personas were actionable and contained useful data points that would ensure our design would delight our perspective customers and support their goals.
Clickable Prototype
To test hypothesis and inform the future design we developed a clickable prototype to conduct usability tests with.
My role: Oversaw the day to day design of the prototype, engaging in team sketching sessions and reviewing concepts.
Usability Testing.
We tested our proposed designs with 9 users. Our concept tested incredible well, with an overall satisfaction score of 6.5 out of a possible 7 and 9 out of 9 users saying they would recommend the site to a friend.
My Role: Helped develop the script, screener and conducted 3 of 9 tests. Assisted in developing recommendations and worked with the recruiting company to schedule the tests.
And… some final creative…
As Maestro was a new service, the home page was focused on explaining the benefits of the produt and attempting to reassure the user and gain their confidence that this was a product/service they could count on and was relevant to them.
More creative...
We spent a lot of time to get the finding/scheduling appointments just right. On mobile the experience was much more like “Google maps” as research showed most drivers were familiar with finding/selecting services that way, wheres the desktop view, which was primarily used for in-office (not roadside) staff took full advantage of the full screen.
And more creative...
Our research showed that having a break down of services was valuable to our users and subsequently we keep the summaries clear and light and focused only on the most important details.