Project Overview
- Company: Bridgestone
- Industry: Automotive, Fleet Services
- Project Type: UX & UI Design, Agile Development, SaaS Fleet Management
- Timeframe: Aug 2022 – March 2023
Project Context
Managing a large commercial vehicle fleet comes with a unique set of challenges—keeping track of service schedules, maintenance needs, and vehicle health while ensuring minimal downtime and maximum efficiency.
Bridgestone had long been a leader in fleet maintenance, offering both in-shop and on-location services. But as their customer base grew, so did the complexity of fleet management.
- Fleet managers were juggling multiple service providers, making scheduling a tedious, time-consuming task.
- There was no centralized system to track service history, upcoming maintenance, or scheduling availability.
- Communication gaps between fleet operators, service teams, and executives created inefficiencies.
To address these challenges, Bridgestone planned to launch a centralized Fleet Manager portal—a one-stop digital platform that would allow customers to schedule services, track maintenance, and manage vehicle health seamlessly.
I was brought in as a UX/UI lead to translate client and user needs into intuitive, user-friendly designs, ensuring the experience was:
- Visually compelling & highly functional—making complex data easy to engage with.
- Seamlessly integrated with service scheduling—allowing fleet managers to take action quickly.
- Designed for scalability—allowing for future enhancements as fleet technology evolved.
This wasn’t just about designing an interface—it was about turning complex data into a simple, intuitive experience that fleet managers could actually use.
The Challenge / Opportunity
The Problem
Managing vehicle fleets at scale is data-heavy and time-sensitive—yet most fleet managers were still relying on spreadsheets, emails, and phone calls to track their vehicles.
- Fleet managers lacked a centralized hub to track service schedules and maintenance records.
- Booking services was cumbersome, requiring back-and-forth communication.
- There was no clear visualization of vehicle health, making it difficult to prioritize maintenance needs.
The Opportunity
Bridgestone’s Fleet Manager portal had the potential to simplify and streamline fleet operations by:
- Providing a centralized dashboard—offering real-time visibility into vehicle status and maintenance history.
- Standardizing service scheduling—allowing fleet managers to quickly book services across multiple providers.
- Designing an intuitive user interface—ensuring that even non-technical users could navigate complex fleet data effortlessly.
The challenge was to take a vast amount of operational data and turn it into something visually intuitive, actionable, and easy to use.
My Role & Team
Role: UX/UI Lead
I was responsible for:
- User Experience & Interface Design – Creating an intuitive UI that made fleet management effortless.
- Concept Development & Competitive Research – Generating design concepts based on industry insights and user needs.
- Information Architecture & User Flows – Structuring content to simplify navigation and streamline workflows.
- Agile Design Execution – Delivering high-volume UX/UI concepts in sync with fast-moving sprint cycles.
This project required translating technical fleet operations into a user-friendly digital experience—ensuring that even non-technical fleet managers could interact with complex service data seamlessly.
Understanding Client & User Needs
Designing an effective fleet management tool meant understanding two critical groups.
- The Client (Bridgestone) – Their goal was to increase service bookings and improve customer retention by offering an easy-to-use fleet tracking solution.
- The Users (Fleet Managers & Operators) – Their needs were focused on efficiency, clarity, and usability:
- Fast scheduling—reducing downtime for vehicles.
- Simple tracking & reporting—allowing teams to act proactively.
- Mobile accessibility—so managers could make decisions on the go.
To ensure our designs aligned with these needs, I conducted:
- Competitive research—analyzing existing fleet management solutions to identify usability gaps.
- User task flow mapping—visualizing how fleet managers interacted with maintenance data.
- Early design exploration—prototyping multiple layout options to refine how data should be presented for clarity.
UX & UI Design Process in Agile Collaboration
Given Bridgestone’s Agile development environment, we had to balance creativity with speed, ensuring that:
- New features were designed and delivered in sync with sprint cycles.
- Design concepts were user-tested before moving into development.
- Information architecture and user flows were created alongside UI components, maintaining consistency.
Key components of my workflow included:
- Creating wireframes & UI mockups—developing multiple layout concepts based on client input and research insights.
- Iterating based on stakeholder feedback—refining designs rapidly while ensuring a user-first approach.
- Collaborating closely with developers—ensuring design integrity remained intact through implementation.
This rapid iteration process ensured that even in a fast-paced Agile environment, usability was never compromised.
Solutions & Deliverables
Designed a Fleet Management Dashboard
- Centralized vehicle tracking, service scheduling, and maintenance history in one interface.
- Created data visualization components to simplify complex service reports and fleet performance tracking.
Developed User Flows & Information Architecture
- Standardized fleet management processes, making service booking and vehicle tracking seamless.
- Ensured fleet operators could find critical information within seconds.
Built a Modular UI System
- Allowed for future scalability and customizations as fleet technology evolved.
- Ensured mobile-friendly interactions, making it easy for fleet managers to access data on the go.
Results & Impact
While this project did not go live during my tenure, I contributed by:
- Delivering a high volume of UX/UI concepts, ensuring sprint deadlines were met.
- Implementing structured user flows & information architecture, creating a logical, user-friendly navigation system.
- Conducting competitive research, identifying industry best practices and fleet-specific usability solutions.
- Setting a baseline for future user feedback, ensuring the launch would capture meaningful usability insights.
This project was about laying a foundation—establishing a scalable UX framework that would serve as the baseline for future enhancements.
Key Learnings & Takeaways
- Designing for complex workflows requires a balance of simplicity and detail – Too much data overwhelms users; clear visual hierarchy makes all the difference.
- Agile UX requires adaptability – Sprint cycles move fast, and having flexible yet structured design processes is critical.
- Competitive research fuels better solutions – Understanding the market helped us avoid common pitfalls and improve usability.
- User flows drive usability – Well-defined task flows and IA created a more intuitive navigation structure.
Final Thoughts
This project was a great example of UX/UI execution in a fast-paced Agile environment.
By combining competitive research, intuitive design, and structured user flows, we developed a strong foundation for a scalable, user-friendly fleet management platform.
While the final product was not launched during my tenure, my contributions set the groundwork for Bridgestone’s future in fleet management technology.