01 Case Study Intro


The tool for researching trucking companies and contacts. FleetSeek serves sales and marketing teams looking for extensive data they can leverage to target the right customer. The redesign included a complete overhaul of the technology stack, re-built from the ground up. The Product Design team handled the execution of marketing, UI and UX design.

Product Type: B2B SaaS App

Annual Revenue: $2 mil

Website: FleetSeek.com

Company: Penton

Role: Design Lead

Year: 2015

Work Types:

  • User Research
  • Usability Testing
  • Wireframes
  • Visuals
  • Marketing


  • Axure
  • Photoshop
  • Invision
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02 Discovery and Research

A nation moved by trucking.

The workflow of a traveling salesman has evolved. The prototypical FleetSeek user conducts research in an office setting before heading into the field to pitch contacts in-person. In addition, more research is often conducted in the field while visiting prospects. A couple key features started to reveal themselves - the product needed to be mobile-friendly and offer the ability to export or favorite contacts for later access.

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03 Wireframes

Setting the route.

Intelligent data organization was the key to creating a intuitive user experience. Considerations had to be made from both data taxonomy and industry-specific perspectives. The research empowered the team to make informed decisions about the page architecture and effectively organize over 100 data points per fleet.

Search is the core intersection within the app. The users' goal is to find highly targeted prospects and as a result over 30 search filters were proposed. Organizing and separating filters in a way that upheld the integrity of the usability was important to establish before moving into visual design.

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04 Visuals

Painting on the lines.

The challenge of maintaining data hierarchy became more apparent as the visuals were incorporated. The product contains many text-based data points, so the visual treatment had to enable the user to easily comb the page while keeping the product compact. The design team devised solutions for data visualization that were simple and effective, enhancing scan-ability.

Usability tests provided a better understanding of common use cases and user paths. Through observation, the team gained insight on exactly how users were searching fleets. The research bridged the gap between design theories and real-world applications, further ensuring the experience was optimized for the prototypical user.

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05 The Final Result

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