Julia Paulucci

About the company

RIO is Volkswagen Trucks & Buses’ telemetry service for both B2B and B2C customers. As a SaaS platform, RIO optimizes logistics chains, providing real‑time vehicle data, performance KPIs, and actionable insights for fleets of any size.

About the role

As a Product Intern, I gained hands‑on experience with user journeys, B2B vs. B2C strategy, product discovery, A/B testing, SaaS, product design and product communication. I also learned a lot about metrics and data analysis.

Challenges and Initial Context

When I joined the team, we faced two key challenges:

  1. Market Competition: With many similar solutions available, standing out wasn’t easy.
  2. Low Engagement: While B2B adoption was strong, the B2C segment had low engagement due to unclear communication and a less user-friendly experience in our mobile app.

  3. E‑Fleet Module Launch: We were building Brazil’s first electric‑truck telemetry solution, however, the concept was still under development, and both its market positioning and communication strategy were undefined.

My Actions and Contributions

Product Strategy & Branding

  • Market Research: Conducted competitive analysis and identified global trends to uncover gaps and opportunities in the telematics market.
  • Product Identity: Designed the branding strategy for the E-fleet module, creating a modern logo and visual style to convey trust and innovation.

Concept & Launch of the E-Fleet Module

  • Concept Development: Collaborated with the commercial team to co-create and refine the E-Fleet Module concept, positioning it as the first telematics solution for electric trucks in Brazil.
pattern rio

Pattern Premise

  • Feeling of flow, ideas converging and connecting, charging, energy
  • Follow the style of other existing patterns
  • Coldplay palette
  • Icons with solid colors, which represent the main proposals of the service
  • Made to compose the platform’s background and presentations

Icon Premise

  • Plainness and objectivity
  • Refer to the idea of charging, energy
  • Follow the style of other existing services
  • Made to represent the service within the platform

Icon Characteristics

  • 5 proposed models
  • White e baby blue
  • Minimalist 2D design, without any shadows, strokes, gradients and effects
  • The last one (the socket one) was chosen
  • Landing Pages: Designed and launched a landing page that showcased the module’s features and benefits, optimized for lead generation and customer education.

Click here to see the original page

  • Marketing Collaboration: I supported the marketing team by crafting effective messaging, answering frequently asked technical questions, and aligning communications with what customers wanted vs needed to hear.
1A- O que é RIO
4B- METEOR+RIO
3A- O QUE É TELEMETRIA
AVALIAÇÃO DOS MOTORISTAS - RIO
GESTÃO AVANÇADA DA FROTA - RIO
Economia de Combustível RIO Artboard 1A
DESEMPENHO - RIO
  • Sales Enablement: Developed promotional materials and conducted training sessions for sales teams to ensure they communicated the module’s value effectively.
PASSO 1Artboard 1A
PASSO 2Artboard 1A
PASSO 3Artboard 1A
PASSO 4Artboard 1A

Improving B2C Experience

  • User Interviews: Gathered insights from users to identify and remove barriers to B2C adoption.
  • Journey Redesign: Simplified onboarding, highlighted key benefits like maintenance alerts and fuel savings.
  • A/B Testing: Conducted iterative testing on messaging to find the most effective communication strategies.

Results and Impact

  • B2C Growth: Increased B2C adoption by 40% in one year and boosted NPS from 62 to 80.
  • E-Fleet Succes: Positioned the E-Fleet Module as a market leader, generating 25% more leads than anticipated within its first quarter post-launch.
  • Improved Marketing Communications: Enabled the marketing team to create customer-focused campaigns that resonated with the audience, leading to higher engagement and conversion rates.
  • Market Differentiation: Enhanced the product’s competitive edge, increasing its value perception in both B2B and B2C markets.

Lessons Learned

  • This experience strengthened my ability to:

    • Co-create and launch innovative concepts, bridging technical features with customer needs.
    • Act as a product specialist, aligning internal teams and ensuring that external communication resonates with the target audience.
    • Balance the demands of different segments (B2B and B2C), prioritizing communication effectively.
    • Collaborate cross-functionally, ensuring marketing, sales, and engineering are aligned with the product vision.

Design by Julia Paulucci

Linkedin Envelope