Brightmile

Overview

Brightmile is a leading driver safety and sustainability platform that uses a smartphone app to track and improve driving behaviour. By gamifying safe driving and providing actionable insights through a manager portal, Brightmile helps companies reduce collisions, fuel consumption, and carbon emissions.

‍Challenge

Brightmile hired me to address several critical issues with their driver safety and sustainability app. Users were struggling to understand their driving performance due to confusing UX and a poorly organized information hierarchy. The flow to complete simple actions was unnecessarily complex, leading to frustration and reduced engagement. Additionally, the app’s dark UI was counterintuitive for a brand named “Brightmile,” and it failed to convey the ease and clarity that good UX design should provide.

My task was to overhaul both the UX and UI to create a more intuitive, user-friendly, and visually appealing experience and create a design system to give the brand some consistency.

‍Process

Collaborating with the product owner to address the challenges, We followed a comprehensive design process:
– Stakeholder Workshops and Interviews: Conducted workshops and interviews with product managers, fleet managers, and developers to identify pain points and gather insights on app usage and information management.
– Mapping New Flows: Created new user flows to simplify actions and improve information clarity, ensuring an intuitive experience for drivers and easily digestible insights for fleet managers.
– Wireframing and Prototyping: Developed wireframes and prototypes to visualiSe the improved flows and interface design, aiming to simplify complex app behaviours and enhance information organiSation.
– User Testing: Introduced onboarding steps and conducted survey testing with external heavy users. Iteratively refined designs based on feedback to ensure user-centric solutions.

Outcome

The redesign of the Brightmile app led to remarkable improvements in user engagement and satisfaction. From August 2023 to May 2024, the user base grew by 137.5%, increasing from 8,000 to 19,000 users. This growth reflects the enhanced usability and visual appeal following the UX and UI improvements. Additionally, the redesign of the Brightmile app resulted in an impressive decrease in daily support messages by approximately 91%, from 34 to an average of just 3 messages. This substantial reduction highlights the remarkable enhancement in user experience, indicating a significant decrease in user frustration and confusion.