A toy truck on top of an ipad with satellites nearby beaming onto it.

Cartrack Fleet Management

Cartrack USA
Product Designer
2017 - 2018
Time to read
5 mins
A row of trucks at a gas station. One truck has its headlights on.

Project Background

Reverse engineer and design the existing software to fit the US market for trucks.

My Role Product Designer
My Team Sr. Product Designer, CEO, in-house team of developers, marketing, and customer service
Tools Sketch, Figma, Invision, Jira, Trello, Google Analytics, Heap Analytics, Firebase, Xtensio, Lucid Chart, Charts.io, UXPressia, and G-Suite.
Methods C+C Analysis, Analytics, Design iteration, React component library exploration
Cartrack logo, with a slogan that reads: Putting you in control.

What does Cartrack do? Cartrack is a trucking fleet management software company. Founded in 2004, Cartrack provided Stolen Vehicle Recovery through their tracking device and software. It has been brought to the US to help solve a new problem — trucking fleet management.

The big problem we are trying to solve in the US: Ensuring safety for those on the road, passengers, and driver, by managing working hours.

The FMCSA passed a mandate requiring all trucks to have an Electronic Logging Device (ELD). This went into effect December 18, 2017. Now, all trucks legally have to have a device to track their hours and mileage.

Cartrack creates the hardware and software to support both truck owners, dispatchers, fleet managers and the drivers. Our software is supported on both desktop and mobile. I help design two applications:

Cartrack fleet logo
Fleet Manager A B2B SaaS for business-owners, dispatchers, and fleet managers who are in charge of keeping track of their drivers.
1ELD logo
1ELD A mobile app for the truck driver, supported on both Android and iPhone. The app interfaces between the driver and the device — to communicate to the Fleet app that the driver is compliant with hours.

My intention was to create an easy and engaging SaaS. I advocated to develop a more robust user-centered design process.

Trucks parked at a truck stop at night.


After getting familiar with the software, I went to User Interviews. I recruited truck drivers and owner-operators through surveys. I then had 5 phone interviews with the users, to learn more about their day-to-day operations and pain-points from their point of view.

​​​​​​​I advocated for the necessity of user-centered design. From these discussions, our company had us go to a trucking event for a fleet company made of almost 100 employees. There I helped lead Ethnographic research. I used IDEO’s Field Guide to User Centered Research and Sitra’s Ethnography Fieldguide.

A panoramic photo of trucks on a lot at an event.
Photo from the Ardwin Freight truck site visit

We went on the field and talked to the drivers and employees directly, and uncovered many insights. These insights led to our personas:

The Driver Persona

Our mobile app user

User persona of the truck driver.

The Fleet Manager

Our desktop user

User persona of the fleet manager.

User Journey Map – Setup

I created a user journey map to chart out the Fleet Manager’s experience of signing up for an ELD.

User journey map of the fleet manager signing up for an ELD.

Information Architecture

A reported pain-point from our users was finding reports in our software.Which does happen to be a common pain-point in designing software, as seen in the graph below:

A graph for Causes of User Failure. The piechart on the left reports that in 2004, findability was 27% the cause. The piechart on the right reports that in 2016, findability had risen to 60%.

Source: Nielsen Norman Group

To address this problem, I created a sitemap to better assess the user flows and navigation for the Fleet Manager software.

I used cart sorting to sort out reports and alerts.

A man sorting post-it notes on a table.

One of our sales representatives, card sorting.


Screenshot of ELD, website, and mobile app.
If you use a collaborative approach and try to get a wide variety of input from a lot of people with different backgrounds and outlooks, it’s going to help influence the direction of your design project.

– Andy Law, Product Designer @ Netflix

I worked under the Sr. Product Designer’s supervision. We designed primarily in Sketch. I sometimes would use Figma when necessary. We used the Craft plugin to the link to Invision for prototyping.

I helped contribute to the fleet service through exploring the different ways a fleet manager can view all of their fleet at a glance.

Mockup of desktop website, in a list view.UI mockup for when trucks are out of service.


For viewing stats of the vehicle and other stats, I experimented with and created data visualizations. I ended up utilizing data visualizations from a React component library.

Different data visualizations for truck bios.
Exploratory designs
Different data visualizations for truck bios.
Production designs


As our product was slowly being released, we knew that we needed to measure our design efforts. We looked at Google Analytics, and then installed Hotjar and Heap Analytics. We looked at engagement and churn.

I also tried to tie our company’s work loop by keeping abreast of customer service issues when I could. I even helped with a few customer service calls. In this process, I could carry over our feedback into the designs.

Alongside Marketing and Sales Team, our launch has landed us a large amount of new users. Customer service has a low amount of questions on how to use features.

An aerial shot of trucks on a freeway.
Source: Uber Freight
All truck photos, unless otherwise stated, are taken by George Etheredge via New York Times.

Connect with me

Email me: courttan@gmail.com