Michelin Marketplace
B2B Service Marketplace
Michelin is launching a branded marketplace for truck drivers to view, schedule, and purchase fleet maintenance services. They needed the marketplace to serve all key players - drivers, fleet owners, and service providers. Their goal was to offer a better way forward in fleet maintenance.
I worked on the project as a Senior UX Designer, co-leading user research, creating personas, journey maps, wireframes, and facilitating usability testing.
Project Goals
To create a new service marketplace that serves truck drivers, fleet owners, and service providers.
To make it easy for fleets to search for standardized services, receive status updates, and pay digitally.
To make it easy for service providers to create shop profiles, schedule maintenance requests, and track transaction history.
Stakeholder Workshop
I co-led a series of virtual stakeholder workshops to brainstorm ideas with the client. This helped us better understand the problem that needed to be solved as well as all the key players in the marketplace.
User Research
We interviewed 9 fleet managers who ranged in age and experience level. We learned how they choose service providers and what their process of seeking and receiving service entailed.
We used affinity mapping and user plotting to tease out high-level insights from our interview findings.
Personas
We then created personas to better understand who we were designing for. The personas helped us identify existing pain points and potential opportunities for the service marketplace.
Customer Journey
We wanted to understand the customer journey through the lens of the personas in order to identify actions, pain points, and opportunities to improve their overall experience.
Wireframes
We mocked up clickable prototypes in Figma to demonstrate the flow, features, and functionality of the service marketplace.
Usability Testing
We ran 8 usability tests of the clickable prototype with representative users using a testing tool called Lookback. We asked users to create an account, request service, and check in on service updates. These findings helped us validate and improve our concept designs.
Final Designs
We worked with UI Designers to bring our concept designs to life and grounded all our design decisions in what the customer needed.
