In 2014, the Vehicle Ordering redesign within MyFleetOffice2 was part of GE Capital Fleet Services' broader push to modernize its digital fleet management platform and deepen the online experience across the full vehicle lifecycle.

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• Strategic Priority: GE Capital Fleet Services launched MyFleetOffice2 with a mandate to give fleet decision-makers a complete data picture on a single, integrated platform - with increased flexibility, deeper analytics, and the ability for fleets of all sizes to continuously identify insights and proactively create solutions.

• By this point, the platform had scaled to 5 million customer page hits per year and 30,000 individual users, spanning 14 customer-facing modules addressing the complete vehicle lifecycle. Vehicle Ordering and data analytics were core pillars of that ecosystem.

 

PROBLEM

As Lead Interaction Designer on the MyFleetOffice2 Ordering project, I led user experience design for a complex initiative spanning multiple user types: fleet managers, drivers, and administrators, across high-stakes, high-volume workflows. Customers had communicated a clear need for a simpler, more intuitive ordering tool that could accommodate the mobility of their drivers - but the legacy experience was fragmented, data was buried in tabular reports, and there was no mechanism to drive meaningful engagement with fleet performance information.

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SOLUTION

The work spanned three interconnected areas:

• Ordering Flow - The redesigned ordering tool reduced the process to five steps, with order status trackable throughout the vehicle delivery process, accessible across web, tablets, and mobile devices. On-screen vehicle images were introduced on configuration screens, enabling customers to see what a vehicle looked like before purchasing, alongside automated notifications for manufacturer data and pricing changes.

• Data & Analytics Visualization - The MyFleetOffice2 platform introduced powerful analytical tools to provide ongoing visibility into fleet performance, with new reporting features designed to simplify information sharing across the organization and drive continuous improvement. I led the visual design of these data-rich dashboards, translating dense fleet metrics into clear, scannable displays - giving managers a genuine command view of their fleet for the first time.

• Gamification - To increase engagement with fleet performance data, I explored gamification mechanics as a way to motivate driver behavior and fleet compliance.

 

IMPACT

MyFleetOffice2 was made available immediately to all new and current GE Fleet customers upon launch, with the platform designed to enable continuous improvement and fleet-wide insight at scale. GE Capital Fleet Services identified over $1.2 billion in potential savings opportunities for customers since 2011 - with streamlined ordering, richer analytics, and higher engagement contributing to reduced administrative burden across tens of thousands of users.

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KEY LEARNINGS

The project reinforced that data is only as valuable as its presentation - and that behavior change requires more than visibility. Translating raw fleet metrics into a scored, tiered, reward-linked experience gave drivers a reason to care about performance data they'd previously ignored. Early and continuous customer input was essential: GE engaged more than 200 customers across industries before finalizing the design, a model that proved equally critical when validating gamification mechanics with real drivers and fleet managers.