How we tripled user retention on Setefácil
How we tripled user retention on Setefácil
How we tripled user retention on Setefácil
Case study of Seteloc's fleet management platform.
Duration
Duration
Start: March 2023
Start: March 2023
End: January 2024
End: January 2024
Skills
Skills
UX/UI Design
UX/UI Design
Design System
Design System
Role
Role
Discovery
Discovery
Design & Delivery
Design & Delivery
The problem
The problem
"Users of Seteloc's fleet management platform have been facing usability challenges and questioning the system's usefulness."
"Users of Seteloc's fleet management platform have been facing usability challenges and questioning the system's usefulness."
In this case study, I will present how I addressed the challenges encountered during the evolution of the redesign, discovery, and implementation of new features.
In this case study, I will present how I addressed the challenges encountered during the evolution of the redesign, discovery, and implementation of new features.
The fleet management platform
The fleet management platform
Initially, I participated in several meetings with key Seteloc clients to understand their sentiments and how they used the platform. Many clients used it solely to check invoices and disregarded all other features because they didn't see their relevance in their day-to-day operations.
Initially, I participated in several meetings with key Seteloc clients to understand their sentiments and how they used the platform. Many clients used it solely to check invoices and disregarded all other features because they didn't see their relevance in their day-to-day operations.
New Setefácil logo.
The user's opinion
The user's opinion
While investigating user satisfaction levels in interviews, many reported that the platform was plagued with bugs, provided a poor user experience, and didn't address routine problems. Additionally, they pointed out that there were still many missing features for it to compete with the market's major competitors.
While investigating user satisfaction levels in interviews, many reported that the platform was plagued with bugs, provided a poor user experience, and didn't address routine problems. Additionally, they pointed out that there were still many missing features for it to compete with the market's major competitors.
Complaints, viewpoints, and suggestions from interviewed users.
The Redesign
The Redesign
According to the plan, in the first phase, we tackled what was easiest to resolve: the screens.
Firstly, I conducted a study based on Nielsen's heuristics throughout the system, where I mapped usability x interface flaws from the registration flow to the logged-in area. The redesign was conceived to instill confidence, modernity, and security in the user while maintaining existing functionalities.
In this stage, we looked at the biggest players in the Brazilian and international markets to understand how they handled flows, and we also sought visual references for the new platform design. After the first version was completed and improvements were implemented in the prototype, we conducted various usability tests where clients performed tasks according to the created script and expected outcome. To our surprise, 90% of the screens did not need correction, and the redesign was a success, increasing user retention on the platform by 150% upon MVP launch.
According to the plan, in the first phase, we tackled what was easiest to resolve: the screens.
Firstly, I conducted a study based on Nielsen's heuristics throughout the system, where I mapped usability x interface flaws from the registration flow to the logged-in area. The redesign was conceived to instill confidence, modernity, and security in the user while maintaining existing functionalities.
In this stage, we looked at the biggest players in the Brazilian and international markets to understand how they handled flows, and we also sought visual references for the new platform design. After the first version was completed and improvements were implemented in the prototype, we conducted various usability tests where clients performed tasks according to the created script and expected outcome. To our surprise, 90% of the screens did not need correction, and the redesign was a success, increasing user retention on the platform by 150% upon MVP launch.
Key screens after the redesign.
New features
New features
⚠️ Important: To preserve Seteloc's data and strategies, I will briefly cover each feature and its processes. ⚠️
⚠️ Important: To preserve Seteloc's data and strategies, I will briefly cover each feature and its processes. ⚠️
For this second stage, we conducted an extensive discovery process, which involved understanding how and which tasks users performed in their day-to-day operations and how these could be implemented and automated through Setefácil.
The result showed that a large portion of users manually managed tasks related to maintenance, driver/vehicle control, finances, and fines, which consumed a lot of time and made their lives difficult.
In this phase, I identified recurring pain points highlighted in the interviews and created a sort of "heat map" based on the mentioned themes. As a team, we then defined which features to prioritize tackling.
For this second stage, we conducted an extensive discovery process, which involved understanding how and which tasks users performed in their day-to-day operations and how these could be implemented and automated through Setefácil.
The result showed that a large portion of users manually managed tasks related to maintenance, driver/vehicle control, finances, and fines, which consumed a lot of time and made their lives difficult.
In this phase, I identified recurring pain points highlighted in the interviews and created a sort of "heat map" based on the mentioned themes. As a team, we then defined which features to prioritize tackling.
"Heat maps" according to the functionalities that clients felt were lacking in Setefácil.
The features we worked on in the quarter were, in sequence, Driver and Fines.
The features we worked on in the quarter were, in sequence, Driver and Fines.
In the Driver module, we provide the user with complete control over driver registration data, such as ID, driver's license, and information about the vehicle in use. We developed a registration form that allows the driver, once registered by the manager, to be easily associated with the vehicle of their choice. This ensures that the manager has total control and comprehensive access to the desired driver's history.
In the Driver module, we provide the user with complete control over driver registration data, such as ID, driver's license, and information about the vehicle in use. We developed a registration form that allows the driver, once registered by the manager, to be easily associated with the vehicle of their choice. This ensures that the manager has total control and comprehensive access to the desired driver's history.
Registration form and driver details modal.
In the Traffic Tickets module, besides being a place where users could access the history with details, it also needed actions such as indicating the responsible driver for the fine, downloading, and inserting a liability statement.
The Traffic Tickets module was indeed the most challenging because the team as a whole dealt with various bureaucracies ranging from Brazilian law to internal supplier processes, requiring new discoveries and usability tests whenever a new issue was identified.
In its final version, users did not report difficulties in the process of identifying traffic tickets. 🎉
In the Traffic Tickets module, besides being a place where users could access the history with details, it also needed actions such as indicating the responsible driver for the fine, downloading, and inserting a liability statement.
The Traffic Tickets module was indeed the most challenging because the team as a whole dealt with various bureaucracies ranging from Brazilian law to internal supplier processes, requiring new discoveries and usability tests whenever a new issue was identified.
In its final version, users did not report difficulties in the process of identifying traffic tickets. 🎉
Driver identification modal and identified driver screen.
Important
To preserve Seteloc's data and strategies, some project details and information have not been mentioned.
Conclusion
Conclusion
About the project:
Users have reported higher satisfaction and ease of use with the new platform;
Users see more utility in the platform as they have increased the number of queries with the new features;
Reduction in customer service time because now information can be directly accessed on the platform.
My 10 cents:
The entire process was incredibly enriching for my learning across all areas involved in product development.
Throughout the journey, I noticed significant growth, acknowledged both by the team and myself. I overcame challenges in design areas that initially were outside my comfort zone, and I am grateful for actively participating in each stage of this project. This experience was pivotal for my professional development.
I also appreciate the collaboration, synergy, and learning I gained from the development team in aligning processes and deliveries, which made all of this possible.
The entire process was incredibly enriching for my learning across all areas involved in product development.
Throughout the journey, I noticed significant growth, acknowledged both by the team and myself. I overcame challenges in design areas that initially were outside my comfort zone, and I am grateful for actively participating in each stage of this project. This experience was pivotal for my professional development.
I also appreciate the collaboration, synergy, and learning I gained from the development team in aligning processes and deliveries, which made all of this possible.
See other projects
See other projects
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