Electric Fleet Management System


During this engagement, our team fostered a close collaboration with our client, a multinational energy and commodity trading company, to forge a robust product strategy and vision concept for an electric fleet management software.

As the sole Product Designer, I worked alongside a talented team of solution architects and developers.

My role was to deliver the product strategy deliverables which included a number of UX deliverables, a vision concept and a client presentation - all while ensuring alignment between client appeal and technical feasibility in collaboration with the team.


UX Product Designer


One of the largest independent energy traders in the world


2 months


We were challenged to discover, research and rapidly understand the market, the tech, the users and design a product strategy and vision concept for an electric fleet charging software solution for long and short haul vehicles.

The Process

The client already had a direction in mind, ‘Electric Fleet Management - for long and short haul vehicles’; we had to design a plan and vision about how they would go about achieving it. We worked closely with subject matter experts(SMEs) within the organisation itself to understand the users, the tech and business goals.


  • Discovery Workshop
  • Current State Map
  • Journey Mapping
  • SME Interviews
  • Competitor Analysis


  • Product Roadmapping
  • User Stories
  • High-Level Site Mapping


  • Blockframing
  • Branding
  • Visual Design


  • Vision Concept
  • Product Strategy


E-mobility Current State Map

Through the creation of a comprehensive map of the current state of e-mobility, our aim was to document our research findings and develop a deep understanding of the existing landscape. We achieved this by conducting interviews with subject matter experts and leveraging various online resources, enabling us to swiftly grasp the intricacies of e-mobility.

During this exercise, we gained valuable insights:

  1. Competitive Analysis: Our research revealed the escalating competitiveness of the electric fleet management software market. Consequently, it is imperative that we conduct a thorough analysis of competitors to ensure our solution stands out and remains competitive.
  2. Technical Complexity: We recognized the technical complexity involved in developing an effective solution. In order to assist our client in formulating a strategic roadmap, it is crucial for us to outline the necessary steps and milestones to guide their progress.
  3. Pain Points for Fleet Managers: Our investigation highlighted numerous pain points experienced by fleet managers when utilizing electric charging hardware. Understanding and addressing these pain points is essential in designing a solution that caters to the specific needs and challenges faced by our users.

Fleet Manager Journey Map

To gain a deep understanding of user needs, goals, and pain points in fleet management, I collaborated closely with subject matter experts to create a map that captures the various stages and touchpoints of the fleet manager's experience. By leveraging the subject matter expertise, we obtained valuable insights that enable us to empathise with users, address their challenges, and design a solution that meets their needs.


Turning Challenges into Opportunities

It became evident that there were many challenges associated with transforming an existing hydrocarbon fleet to electric and managing an existing e-mobility fleet. This was great for us because it gave us the opportunity to create a vision and essentially turn these challenges into opportunities that we could focus to make this project a success.

Below is a slide I created and presented back to the client to illustrate this thinking:

Competitor Analysis

To help us define our approach it was important to carry out some competitor analysis to help us understand how other competitor products had become successful. It was important to learn from these successes but also from their pitfalls to help form an effective and efficient path to market.

System Architecture

I worked closely with the more technical people in our team to put together the system architecture slide that we presented back to our client to illustrate the technology we could utilise to create a great user experience.


High Level Site Mapping & User Stories

Armed with a high-level understanding of feature/capability required to make this product a success based on on-going conversations with SME’s, I began mapping out features/user stories onto a high level site map to show the working categorisation and organisation of features. I then worked closely with the rest of the team to highlight and define the features that would/should be part of the MVP.

Capability Roadmapping

Now we had a more of a solid understanding of what the solution would be for our client it was time get into the details and start defining the timeline and strategy for features/capability rollout.

Vision Concept

This was the fun and visual part of the project and gave me the opportunity to ‘let loose’ and start visualising all the ideas and elements we had been discussing and defining over the past weeks. The purpose of the vision concept was to show-off our expertise and excellence in design as well as trigger some excitement and enthusiasm from our stakeholders for this project.

I started by doing some quick research to makesure I was hitting the right notes. I created a Figma board pulling out screenshots to document the industry standard, existing client branding, competitor branding and inspiration for future direction. This exercise was quick but gave me a solid foundation to make sure that this vision concept was:

  1. On brand
  2. Stands out against competitors
  3. Innovative, exciting and interesting


Following the successful presentation of our initial work to the client, we successfully secured a long-term contract to further develop and expand this product. Our proposal, which incorporates the roadmap and vision concept, served as the foundation for this collaboration.