Telogis is an enterprise cloud computing company that develops location based software to manage mobile resources. The software provides dynamic routing, realtime work order management, navigation, telematics and mobile integration services for companies that own mobile workforces.
They approached Julia West Creative Director and me at the initial concepting stages, with the objective of creating a desktop web interface that allows supervisors to manage the information that drivers receive when arriving at destinations.
When drivers are close to their destination, they need to review tactical details about the location such as delivery and postal address, main entrance location, best route to reach the delivery point. All these information are usually stored in Telogis database and they are very valuable, most of the time they are retained as confidential info that allow a fleet to deliver faster and better, so the info are not usually shared between different clients.
Further in-field research highlighted that most of truck drivers retained important information about sites as part of their competitive edge and didn’t share them with other drivers or with their supervisors. It slowly became evident that the real challenge that Telogis had to face was to overcome the cold start of gathering delivery specific data and encourage drivers to share their knowledge.
Our proposed strategy leveraged game design to create a compelling mobile app which could start a conversation with the drivers, whom by nature have a very independent and lonesome mindset, fascinated by technology and control tools.
The strategy is based on three different phases:
The first phase of the plan is focused on gathering quantitative data and start the conversation with the drivers, with the objective of encourage them to provide basic data on different sites using the mobile app that Telogis is going to provide with the device itself. The mobile app includes:
1. Rating system for sites
2. Auto mapping images
3. Notification with suggested location for the driver, such as diners or other points of interest
4. Counting the milage to reward drivers to a certain point
The second phase of the plan is more focused on gathering qualitative data on sites and involving the drivers in the rating process.
The objective is to empower drivers to actually be the owners of the information they are creating on sites and help them to focus on the quality of the info they provide, asking them for feedback on other drivers reviews on different sites.
The third phase is an ongoing process that has the objective of maintaining the sense of trust between truck drivers and supervisors, creating a community where drivers are responsible for the infos they are adding to the system, expand it and introducing a rating systems for drivers themselves.