Ford Pro Fleet Management

Overview

I led the experience strategy and redesign of Ford Pro Telematics, transforming a fragmented fleet management platform into a unified, insight-driven system. Serving fleets from 5 to 5,000+ vehicles, the platform helps commercial operators monitor vehicle health, driver behavior, location, and costs in real time. The core challenge was turning overwhelming data into clear, actionable intelligence so fleet managers could make fast, confident decisions and reduce downtime in high-pressure environments.

My Role

As Global Design Manager, I set the end-to-end UX vision and experience strategy across telematics, connected vehicle, and fleet workflows. I directed a global team of 40+ designers, researchers, and front-end developers while partnering closely with Product, Engineering, and Marketing leadership.

Key contributions included:

• Establishing a unified design system and interactive storybook with consistent patterns, accessibility, and scalability

• Facilitating cross-functional workshops and prioritization frameworks to align teams

• Coaching designers on systems thinking, data storytelling, craft excellence, and balancing quality with delivery speed

• Driving design rituals (weekly critiques, reviews, and workshops) to raise the overall quality bar

Approach

First 30 Day: Immediate Actions as Global Design Manager

I joined a capable but fragmented design organization spread across 10 agile teams. Designers worked in silos, leading to redundant components, inconsistent patterns, unowned shared experiences (e.g., settings), and disjointed user experiences that frustrated managers from cross functional teams and slowed velocity.

While still getting up to speed on the product, I was fortunate to contribute to four meaningful improvements

The Product Challenge

Fleet managers were drowning in data.

The existing Ford Pro Telematics platform delivered massive amounts of vehicle, driver, and location information, but it was fragmented, overwhelming, and hard to act on. Managers juggling fleets of 5 to 5,000+ vehicles faced scattered dashboards, buried insights, inconsistent workflows, and slow decision-making — leading to delayed maintenance, higher downtime, and increased operational costs.

In high-pressure commercial environments, users needed clarity at scale: the ability to quickly identify critical issues, prioritize actions, and collaborate effectively across teams — without cognitive overload or constant context switching.

The core challenge was transforming this data-heavy, reactive system into a unified, intelligent experience that delivered clear, actionable insights exactly when and where they were needed.

Research & Insights

I worked with the team to expand our research focus - looking at the broader Ford Pro experience while also diving deep into individual features.

Key Insights

1. Fleet managers were drowning in data, not insight. They needed prioritization - not endless diagnostic tables.

3. Daily workflows were fragmented across tools. Vehicle status, driver behavior, maintenance planning, and routing didn’t talk to each other because teams worked in silos.

Design Principles We Defined

1. Insight → Action
   Lead with the “why” then humanize “what to do next”

2. Clarity at Scale
   Organize high-density data through hierarchy, grouping, in graphs with the principle “don’t make me think”

3. Mobile First for Field Operations
   Prioritize brevity, touch patterns, and contextual entry points.

4. System Thinking & Design System
   Ensure consistency across Ford Pro apps through shared components and patterns. Multiple teams behind the scenes, one unified experience.

5. Adapt to Fleet Complexity
   From 5 vehicles to 5,000 vehicles—same clarity, different scale.

Solution

I led the redesign of Ford Pro Telematics into a unified, insight-driven platform that transforms overwhelming fleet data into clear, prioritized, and actionable intelligence.

Key elements of the solution included:

• A streamlined dashboard and workflow system with strong visual hierarchy, scannable data views, and contextual recommendations to reduce cognitive load

• Consistent, scalable design patterns and an updated design system that improved usability across web and mobile for fleets of all sizes

• Intelligent information architecture that surfaces critical insights first while enabling deeper investigation when needed

• Tighter integration between monitoring, alerts, and action workflows to support faster decision-making under pressure

The new experience shifted the platform from reactive data overload to proactive, confidence-building operations — helping fleet managers quickly identify issues, prioritize actions, and minimize downtime.

A.Turn Data Tables into Clear, Human-Friendly Content

Charge Insights, part of E-Telematics‍ ‍

Designed to address a gaps in user experience for charge events on the Insights screen. At the time, we were unable to enter sufficiently detailed information, which limited visibility for site managers. Software platform, Tableau, did not support displaying the level of detail that site managers required to effectively monitor and analyze fleet performance. This solution was designed to enhance data capture and improve the accessibility and usefulness of charge event insights. Real-time charge/range status with

• Charging Visualization: View aggregated data on where and when vehicles are charging (e.g., depot vs. public charging).

• Energy & Cost Optimization: Access insights into kWhk consumption, charge speeds, and, crucially, data to avoid high-rate peak hours.

• Detailed Analytics: Generate reports on charger health, energy usage, and potential misuse of public charging for non-fleet vehicles.

• Battery Range Monitoring: Real-time monitoring of EV battery levels to ensure uptime and operational readiness.

• Centralized Reporting: Exportable data to spreadsheets for in-depth analysis of fleet performance.

Charge Insights Dashboard
(Click to enlarge)

B. Unified Alerts Experience

Redesigned the notification management experience for fleet managers to handle growing complexity and scale. Delivered a redesigned Notifications Drawer that supports increasing notification types and fleet sizes. Enabled fleet managers to quickly find and act on critical notifications through new filter, pagination, and dismissal features. Introduced localization-friendly components, improving the global experience.
Built a cross-platform alerting framework with:

• Normalized severity levels

• Clear recommended actions

• Support for mobile push + in-platform notifications

• Transparent rules for when alerts trigger

C. Live Map + Operational Layer

Map-based command center with:

• Live vehicle locations: Customizable views (default, satellite, terrain) with live traffic overlays

• Filters by assignment, status, or vehicle type: Intelligent clustering for crowded areas, better handling of overlapping pins, tooltips/labels for clarity.

• Alerts layered onto the map (breakdowns, diagnostics, late routes): The initial dashboard provided basic metrics like speeding, harsh braking, acceleration, idling, and seatbelt usage trends, but lacked the deeper analytics, AI-powered event detection, or contextual breakdowns (e.g., distinguishing harsh braking due to road hazards vs. risky behavior) that arrived in subsequent updates.

• One-tap access to driver or vehicle profiles

• Geofencing (advanced bulk import/multi-group)

Mobile-first enhancements: Quick actions (Call driver, Navigate, Assign task)

Create Geofence

Building a Unified Global Experience with Local Adaptability.

• Collaborated across global regions, aligning workflows, tech, and business goals.

• Led the team of front end developers to update previously created screens with new components and responsive design. Supported Mobile, Tablet and Desktop.

• Established a unified interactive storybook to drive consistency across all markets.

• Integrated accessibility, localization, and platform flexibility into every component.

• Established processed and guidelines for product consistency across other Ford Pro applications.

Results & Outcomes

The redesign delivered measurable clarity and efficiency at enterprise scale:

• Managers could diagnose issues in seconds instead of minutes

• Significantly higher alert acknowledgment and action rates thanks to prioritized, contextual insights and recommended actions

• Improved adoption of mobile workflows for field teams

• Accelerated design and development velocity through stronger consistency and shared components

• Shifted the product from reactive data overload to proactive, insight-led operations — reducing fleet downtime and operational costs

This work strengthened cross-functional alignment, built team confidence, and created a scalable foundation ready for future intelligent capabilities