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Case 03

Amazon Delivery: Driver Coaching

Logistics

Unifying fragmented manual processes into an intelligent, cross-platform coaching system.

This solution saved partners money and operationalized feedback loops for thousands of drivers.

Solving the "black box" of driver development. DSPs needed to develop their drivers but lacked effective tools, leading to highly fragmented and inefficient mechanisms. Feedback was often lost in spreadsheet silos or forgotten due to physical exhaustion at the end of shifts.

Crucially, many drivers went "under the radar" with no development at all. I needed to design a system that not only standardized coaching records but made the feedback loop timely, actionable, and trackable to prove ROI.

Industry

Logistics

My Role

Lead Designer

Platform

Desktop and mobile

Timeline

Nov 2023 - Mar 2024

Multi-Channel Discovery

Leveraged years of ongoing UX research and deep-dive qualitative interviews with established DSP partners.

Conducted large-scale co-creation sessions at "Ignite Live," engaging a diverse group of partners to validate coaching workflows.

Identified that a desktop-only solution would fail; coaching happens in the field, not the office.

Multi-Channel Discovery

Leveraged years of ongoing UX research and deep-dive qualitative interviews with established DSP partners.

Conducted large-scale co-creation sessions at "Ignite Live," engaging a diverse group of partners to validate coaching workflows.

Identified that a desktop-only solution would fail; coaching happens in the field, not the office.

Multi-Channel Discovery

Leveraged years of ongoing UX research and deep-dive qualitative interviews with established DSP partners.

Conducted large-scale co-creation sessions at "Ignite Live," engaging a diverse group of partners to validate coaching workflows.

Identified that a desktop-only solution would fail; coaching happens in the field, not the office.

Intelligent Automation Strategy

Designed an automated threshold system, allowing DSPs to set personalized performance triggers that auto-generate coaching tasks.

Created a cross-platform architecture linking the DSP portal to the Driver App for asynchronous communication.

Integrated AI-powered writing assistance to help owners craft thoughtful, constructive feedback quickly.

Intelligent Automation Strategy

Designed an automated threshold system, allowing DSPs to set personalized performance triggers that auto-generate coaching tasks.

Created a cross-platform architecture linking the DSP portal to the Driver App for asynchronous communication.

Integrated AI-powered writing assistance to help owners craft thoughtful, constructive feedback quickly.

Intelligent Automation Strategy

Designed an automated threshold system, allowing DSPs to set personalized performance triggers that auto-generate coaching tasks.

Created a cross-platform architecture linking the DSP portal to the Driver App for asynchronous communication.

Integrated AI-powered writing assistance to help owners craft thoughtful, constructive feedback quickly.

Strategic Advocacy (Mobile-First)

Successfully challenged a Product/Tech decision to launch as desktop-only.

Advocated for a two-month delay to ensure a mobile-first release, arguing that field accessibility was non-negotiable for adoption.

Utilized customer anecdotes and research data to prove that immediate, on-the-go access was critical for behavioral change.

Strategic Advocacy (Mobile-First)

Successfully challenged a Product/Tech decision to launch as desktop-only.

Advocated for a two-month delay to ensure a mobile-first release, arguing that field accessibility was non-negotiable for adoption.

Utilized customer anecdotes and research data to prove that immediate, on-the-go access was critical for behavioral change.

Strategic Advocacy (Mobile-First)

Successfully challenged a Product/Tech decision to launch as desktop-only.

Advocated for a two-month delay to ensure a mobile-first release, arguing that field accessibility was non-negotiable for adoption.

Utilized customer anecdotes and research data to prove that immediate, on-the-go access was critical for behavioral change.

Closing the Loop

Designed visibility dashboards to visualize the ROI of coaching efforts against driver attrition rates.

Built "in-context" cues, surfacing coaching tasks in areas where DSPs were already looking within the app to reduce friction.

Closing the Loop

Designed visibility dashboards to visualize the ROI of coaching efforts against driver attrition rates.

Built "in-context" cues, surfacing coaching tasks in areas where DSPs were already looking within the app to reduce friction.

Closing the Loop

Designed visibility dashboards to visualize the ROI of coaching efforts against driver attrition rates.

Built "in-context" cues, surfacing coaching tasks in areas where DSPs were already looking within the app to reduce friction.

Favorable initial adoption, validating the critical need for standardized coaching tools.
$1,200 monthly savings by allowing DSPs to drop expensive third-party tools
Mobile optimization was cited as the primary driver for current customer satisfaction and adoption rates.
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