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While they understand where they add value, translating this data into clear interfaces for diverse users is a challenge. Our partner Experience Data has invited us to help support Moove with a human centred approach towards understanding their business needs and mapping them on the user needs. The aim is to define clear, tailored products and interfaces that help professional users in their day to day work.

Moove wants to use data to provide insights to their clients that help better support their professional users in the roles that benefit from this data in their day to day work.

The main challenge is that the professional users may vary in roles and responsibility and thus interpreting and acting on the data differently depending on their daily roles. That’s why we launched this project with the question: How can data be visualised more effectively, both for the team at Moove, as for the different professional users of our client?‍

The goal is to tailor visualisations to each role, enabling more effective decisions for managing a more sustainable fleet.
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Answer

The amount of data collected by Moove is substantial, therefore, we needed to start with the shortest path to value.

That is why we created focus by concentrating on the theme of utilisation: the extent to which vehicles in the fleets are being used. This was a logical choice because:

• The theme held the most business relevancy for both Moove and their clients, and there was already data available from previous analyses.
• By focusing on utilisation, we can  deliver immediate value. Insights in utilisation results in insights in cost savings and optimisation.

The aim of the focus was to create fast results and immediate value for both Moove and their clients. In order to bring this value and make the right product right, we first focused on creating a product vision which cleared the way for an actionable strategy for a Minimum Meaningful Product (MMP).

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Way of working

We followed our Discover & Strategise approach, working from research and strategic frameworks toward a concrete product:

• We mapped Moove’s ecosystem and customers to ensure the product aligned with the broader business context.
• By shadowing users, we uncovered key insights, such as the lack of context behind stationary vehicles.
• We translated the Moove brand from marketing use to a functional interface, adding visual elements for data visualisation.
• We designed initial flows and interface concepts for both operational and strategic users and defined the MMP scope, focusing on operational users and utilisation insights.
• Through service blueprint sessions, we closely aligned the product with implementation.
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Insights that shaped the product

User testing revealed that users wanted not only insights but also actionable steps, prompting a shift from pure data display to action oriented insights.

Through user interviews and shadowing sessions, we gained a clear understanding of the context. A crucial insight was that existing data mainly showed what happened, but not why. For example, why were certain vehicles idle? This turned out to be a major blind spot that operational users were eager to have addressed.

Additionally, we saw the opportunity to use data not only reactively but also proactively. Currently, nothing was recorded about how decisions regarding fleet management were made, resulting in missed learning opportunities for future optimisations.

Although it was initially assumed the product would be used mainly at a strategic level, research showed the greatest impact could be achieved on the operational level. Therefore, we focused the MMP on operational users: they are the ones in control and can directly influence the sustainability of the fleet.

Besides visualising data, the challenge was to translate insights into concrete actions. The product needed to not only convert data into measurable percentages but also answer questions like:

• Where are the opportunities for improvement?
• Where could I have done better?
• How can I improve my score?

Through a smart combination of data analysis and user interaction, we developed a system that not only provides insights but also guides improvement actions for the professional users.

Results

We were able to successfully establish a product vision for Moove Insights. Based on this vision, we designed the right product: a Minimum Meaningful Product (MMP).

The MMP focuses on the operational professional user and provides utilisation insights through two simple scores. But we went beyond just presenting data:

• Users can easily label opportunities, creating patterns within the context of the day.
• The interface helps organisations understand why certain vehicles were not deployed, leading to better-informed decisions.
• At a strategic level, a complete overview of fleet deployment emerges, while at an operational level, concrete opportunities become visible.

With this approach, Moove Insights offers immediately actionable insights tailored to various organisational levels and business situations. The interface is scalable across multiple themes and can flexibly adapt to the needs of different customers.

The result? A data driven product that not only provides insights but also delivers the right context and actions for a more efficient and sustainable fleet.