Cobli is a fleet management solution that analyzes IoT data, providing visibility, security, and control of physical operations. I was part of the team responsible for developing its Field Service product.
The goal was to boost fleet productivity with GPS tracking and dispatching, protect their drivers, and keep end customers informed.
From the business side, the team's goal what to increase Average Revenue Per User (ARPU), one of the company's OKRs.
Anna Lima, Thiago Victorino
Adalberto Hoffman, Arthur Passos, Bruno Scholl, Caio Scalon, Leonardo Gajardo, Matheus Cunha, Rodrigo Midea, Rômulo Moraes
Chief Product Officer
Chief Technology Officer
Communication channels, competitors analysis and user interviews made it possible to understand pain points
+30 job stories written and prioritized together with Product Manager and Tech Lead using the "dotmocracy" framework
I conducted three rounds of usability testing sessions, talking to 15+ users to validate whether the designs would solve their problems.
During the session via Google Meets, I observed how they interacted with the prototype. It helped me understand what was going wrong and what we needed to change. Some of the learning was:
Visual Design: Date picker over tabs
Users prefer a date picker when checking for their routes instead of having a tab for each moment (present, future, past)
Content Design: "Delayed" and "Planned"
These route statuses needed to be clarified for all (!) of the participants
After analyzing the results, I got to redesign the screens. Then, I used Maze to run three more usability tests with +50 users in just a few days.
If you have an idea in mind or just want to make a new friend, feel free to ping me!