About the company
RIO is a telemetry service to both B2B and B2C customers from Volkswagen Trucks and Buses. RIO offers digital solutions (Saas) for heavy vehicles and promises to optimize logistics chains for any size company.
About the role
As a Product Intern, I gained valuable experience in user journeys, business approaches for B2B and B2C, product strategy creation, A/B Testing, Saas and Product Design. I also learned a lot about metrics and data analysis.
Challenges and Initial Context
When I joined the team, we faced two key challenges:
- Market Competition 🏁: With many similar solutions available, standing out was tough.
- Low Engagement 📉: While B2B adoption was strong, the B2C segment had low engagement due to unclear communication and a less user-friendly experience.
Additionally, Volkswagen was preparing to launch an innovative telematics module for electric trucks (E-Fleet Module). 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 Rio de Logistics Flow, creating a modern logo and visual style to convey trust and innovation.
🚛⚡ Concept & Launch of the E-Fleet Module
- Concept Development: Collaborated with stakeholders to co-create and refine the E-Fleet Module concept, positioning it as the first telematics solution for electric trucks in Brazil.
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 landing pages that showcased the module’s features and benefits, optimized for lead generation and customer education.
Click here to see the original page
🤝 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, and improved overall app usability.
- A/B Testing 🔀: Conducted iterative testing on messaging to find the most effective communication strategies.
🔧. Strengthening B2B Engagement
- Stakeholder Pitches 📋: Delivered impactful presentations to align internal teams and secure buy-in from executives.
- Custom Solutions 🛠️: Developed tailored features for enterprise clients, including advanced reporting and real-time fleet monitoring.
Results and Impact
- B2C Growth 📈: Increased B2C adoption by 40% in one year, boosting NPS from 62 to 80.
- E-Fleet Success 🚛⚡: 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 features and benefits effectively.
- Collaborate cross-functionally, ensuring marketing, sales, and engineering are aligned with the product vision.