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Pedro de Albuquerque — Quotidiano Studio
Archive / Telefónica Digital Innovation · 2013–15

A fleet management studio for small businesses

Field research with SME fleet managers turned into a validated prototype that set the product's development roadmap.

Client

Telefónica Digital Innovation

Role

Primary designer — research, strategy, prototyping

Team

David De Prado, Jeancarlo Cerasoli, Camila Boga, Julia Daher, Juliana Gaiba, Javier Sierra, with Designit

Telefónica Digital Innovation — A fleet management studio for small businesses

The challenge

The M2M product team had six months to launch a fleet management product for SMEs and needed to know what it should do.

Fieldwork

Ten two-hour contextual interviews and two co-creation workshops showed that fleet management involves several actors, not just the manager; that managers are self-taught and on the move; and that cost-benefit, maintenance, education and a sense of control drive their decisions.

Outcome

An HTML prototype built on four principles — visual synthesis, inclusiveness, consistency and tangible benefits — tested in two versions and used to prioritise the development roadmap.

Fleet map view