GM route optimization
| UX Lead – General Motors | 2022 – 2023
Challenge
As commercial fleets move towards electrification, managing deliveries becomes more complex. Multiple touchpoints, such as vehicles, hubs, and drivers, need to work together seamlessly to ensure on-time deliveries, as downtime is costly.
To address EV range anxiety and charging concerns, we needed a solution that is easy to use, optimizes routes for large fleets, accelerates EV adoption for longer routes, and outperforms competitors like Samsara. By developing an in-house AI-powered system, GM aimed to help fleet customers maximize uptime, improve efficiency, and maintain a continuous flow of deliveries.
My Role
As the Lead UX Designer for GM’s future route optimization service solution, I spearheaded the creation of an AI-powered solution that predicts and simulates the most efficient routes for drivers, transforming task completion with optimized efficiency. This emerging service, designed to cut idling by 10%, reduce wait times by 5%, and lower fuel and energy usage by 7%, empowers drivers while prioritizing sustainability through electrification. By considering real-world factors like traffic, weather, and delivery stops, it ensures that drivers can return home safely and on time, ultimately driving smarter resource use and supporting a future of sustainable mobility.
Let’s dig in!
Discovering…
We worked closely with the Global Innovation | R&D and Brightdrop teams, using research insights and best practices to test and refine our assumptions. This partnership was key to developing a design strategy and an ideal customer journey that combined advanced predictive analytics with a focus on user simplicity and experience.
Our research revealed that successful EV adoption depends on overcoming challenges like range anxiety, charging times, and charging infrastructure availability, especially for businesses with long routes. These issues are further complicated by the limited variety of EV models, particularly for trucks and specialized vehicles.
My fleet isn’t structured for electrification, and we operate at a speed that isn’t friendly to electric vehicles. Our vehicles log over 150 miles daily, and our tow trucks run even more. I’m not convinced electric vehicles would be the right fit, as I have concerns about range, charging times, and the availability of supporting infrastructure. – Customer
Defining…
The research insights played a pivotal role in helping us define clear goals, objectives, and scope to effectively meet customer needs. For instance, we identified key user needs and business goals that directly shaped the project’s direction.
Then, based on defined scope and goals, we designed an ideal customer journey that first addresses these challenges using data-driven solutions. The journey then focuses on automating processes to improve efficiency and operations, ultimately predicting optimal routes and tasks. This approach ensures fleet managers stay ahead of potential issues while keeping drivers safe and compliant.
Then, I focused on developing a design plan-on-a-page that would position us as a superior alternative, offering a unique value proposition of not only optimizing routes for efficiency and cost savings but also detecting and replacing ICE vehicles with EVs based on fleet readiness for electrification. Recognizing the importance of alignment, I ensured that our planning was thorough and collaborative.
Designing & testing…
We initially developed a pilot solution focused on optimizing routes and enhancing driver satisfaction and safety, potentially positioning GM as a leader in the industry. However, due to data inefficiencies and legacy system issues, the pilot struggled to evolve as intended. Recognizing these challenges, we shifted our focus to establishing robust data lakes and client profiles. This move was crucial to restarting the project on a more solid foundation, allowing us to address the previous shortcomings and continue our mission of delivering a sophisticated, user-friendly product that meets both operational needs and sustainability goals.
