We call this phase a "Validation project", and the the nature of this project was to assess the capabilities of the current product offerings in order to provide product and business recommendations on how to grow the business to reach a target valuation.
Specifically, on the product side, our goal was to run comprehensive ethnographic research and market analysis to pinpoint key personas, identify product gaps and offer product/feature recommendations.
The Validation phase is all about discovery, MVP planning, and rigorous testing.
Our design thinking approach was grounded in ethnographic methods and research and we utilized these techniques to discover latent needs and frictions that we uncover through careful observation, in-depth interviews, and ideation sessions. We spoke to experts in the TMS (Transportation Management System) market within 5 industries and conducted in-depth interviews with 21 core TMS users and site visits.
We visited multiple fleet management sites across the US to meet with users and better understand their workflows. This particular site is a construction good fleet located in Salt Lake City, Utah.
Mapping out the journey for different personas helped us to start identifying gaps and ideate on product features.
Side-by-side journey map of two different personas
With these features designed in multiple different fidelity levels, we utilized in-person user testing extensively to drive forward product changes and iterations to ensure we were properly meeting core user frictions and adhering to proper business practices.
It was here where we learned the most not just about the TMS product, but more so about the people using it on a daily basis
We tested our concepts with users in field to best emulate working conditions. This finished vehicle fleet management location was in Rancho Cucamonga, CA.