Digital Driver Coaching
Gamified driver coaching that lifts fuel efficiency by 3% every trip
About Digital Driver Coaching
Digital Driver Coaching gamifies fuel-efficient driving for professional drivers through three components — Lessons, Quests, and Leagues.
Lessons teach the techniques. Quests turn them into personal goals. Leagues turn progress into competition.
Together, they make better driving feel like winning, not training
Outcome
min. 3% Fuel Effc.
Role
UX Designer
No. of Users
100M+ Drivers
challenge
How might we make coaching feel earned, not enforced?
Problem
Drivers aren't choosing to engage, it's part of their job. Gamification built for consumers doesn't translate: the experience had to feel valuable and respectful of their time, not patronising.
Opportunity
Design a system that works for two audiences at once drivers who use it, and fleet managers who reinforce it
process
The brief: lower driver emissions by 8% through digital coaching. Before designing anything, I checked how that number was calculated.
It only measured drivers actively using the app. Everyone else was invisible the metric described a slice of the fleet, not the fleet.
That changed the scope. Pushing adoption harder would move the business number without moving what customers actually cared about. The focus shifted to making the coaching worth using.
Drivers confirmed the same gap from their side. Lessons and Quests taught good driving in general not how to drive this Scania, on this route, today. The coaching showed what good looked like, without closing the loop to their own behaviour.
Outcome
3% more efficient on every trip
drivers who adopted coaching, vs. their own prior performance
The 8% was the business target. The honest result is smaller and more specific, by design scoped to drivers who actually used coaching, not an average that hides who didn't.
It validated the bet: coaching changes behaviour only when it's tied to a driver's own results, not delivered as general advice.
That's the direction now closing the loop between coaching and evaluation, so a driver sees cause, action, and result in one place.
