Navigating the Heart of the American Trucker

User research
Product design
Service design
Brand design
UX / UI
iOS app
Android app

Do you also love win-win situations? When you combine the data you have with detailed knowledge of the target group's needs, you can create a product that provides customers with excellent service and, above all, enjoyment. And it brings you profit in the form of strengthening the relationship with the brand and, above all, a completely new source for your business.

What We Changed Together:

We used client data to establish an innovative and efficient communication channel.

Thanks to our findings, we reached the target group directly.

We strengthened the bond between customers and the brand on many levels.

We directly engaged an incredible 15% of the total customer potential.

Seeking a New Product

TruckersReport.com is a company that recruits truck drivers in the USA. They would like to diversify their portfolio and launch a completely new product targeting their traditional customer base. The client had several ideas, but was unsure which direction was the right one.

We mapped the trucking world to understand how truck drivers communicate, what issues they face, and what interests them. We then conducted targeted qualitative and quantitative research focused on the needs, motivations, and problems that truckers regularly encounter. Based on our knowledge, we prepared several product and service concepts, which we then tested directly with customers.

TruckersReport.com gained a new, highly efficient channel for intensive communication with drivers, which they can then transfer to their core business model: recruitment.

Giving Them What They Need

What was most successful? It wasn't T-shirts or other merchandise. Specialized navigation was the clear winner among truckers, replacing their need to manually and complexly combine data from multiple navigation systems. None of the available navigation systems had the precise data on which truckers fundamentally depend. We're talking about things like an application for checking available parking spaces or up-to-date information on tunnel and underpass heights, permitted bridge loads, and more. A trucker needs to drive safely, legally (without fines), and efficiently – and doing that with multiple navigation systems was really difficult.

The result is the freely available Hammer navigation application, which users of iOS and Android devices can easily download from the app stores and start using immediately. Thanks in part to us, truck drivers can now rely on a single application and be confident that they are driving legally and safely, with the ability to plan breaks, refueling, and maneuvers in difficult locations. The navigation also works offline, which was one of the most requested features.

The impact on the target group is truly massive. After just a few months, the Hammer navigation had over 180,000 active monthly users, which is an impressive 15% of all truckers in the USA.

Win-win

Although Hammer is free for life, it has its own monetization model. At the same time, TruckersReport.com gained a new, highly efficient channel for intensive communication with drivers, which they can then transfer to their core business model – recruitment.