A data-driven fleet management platform


A full-featured SASS platform for fleet drivers, fleet managers, and executives that streamlines operations and provides data that helps drive business decisions.

Design Lead, Interaction Designer, User Researcher
User Research, Feature Ideation, UI Design, Prototyping
Mark Coulstring, Adrienne Levin, Rosie Simir


Lytx was looking to modernize their current driver coaching platform that was built using the archaic Microsoft Silverlight platform. Working as the design lead with just two other designers, we were asked to conduct user testing within their current platform, solicite feedback on new feature concepts, and start developing a modern experience that would leverage new web technologies.
There were a few immediate needs that forced our team to work out of synch but I was able to allocate a resource solely to foundational exercises that would set the project up for success. Our team was forced to work independently while also contributing to the new product which forced us to be forward thinking and document notes during every exercise.


By working closely with stakeholders, we were able to gather and organize documentation from both the product owners and their well utilized CRM (Salesforce). Understanding the intent of each milestone allowed our team to make decisions that were not only good for the product but also good for their company. A well planned usability study was paramount to our success as it provided information that supported our design decisions.


As the design lead, I decided to produce high-fidelity prototypes of the new features concepts to really help visualize concepts and evoke more excitement with stakeholders and customers. As a separate effort, I was asked to produce an interactive prototype for a sales presentation for two large prospects that helped Lytx secure new business and ultimately lead to a large funding round through private equity.

Understanding the technical architecture helped us identify any technical limitations.


Understanding the hardware and software relationships within the Lytx ecosystem was paramount to feature ideation. We also had access to their different user types which allowed us to document feature needs and form stronger concepts during ideation. Working with their Product Manager, our team helped define requirements, brainstorm feature concepts, and supported their development team while they transitioned to and a more agile operation.

User Testing & Feedback

As part of our initial discovery, our team conducted usability testing, user interviews and surveys to help us understand all of the existing pain points and allowed us the opportunity to interface with Lytx customers first hand. We leveraged the Usertesting.com platform so that we could take advantage of their reporting tools that allowed us to quickly communicate findings and prioritize focus areas.


Using feedback from testing, we quickly started to identify improvements and brainstormed to identify new feature concepts.


Because customer satisfaction was so low, we wanted to keep Lytx users excited about what was on the horizon. We leveraged Axure to create low-fidelity & high-fidelity prototypes to test with users and convey that Lytx was not only listening to their customers but, also committed to creating a better experience.

Interaction Design

Data visualization was an important part of this effort. Exploring ways to not only display information, we wanted to use motion to create a more give life to the data.