Project Duration
3 weeks
Company
CloudTrucks
Role
Product Designer
Simplifying Compliance for Drivers
Product thinking, Problem-solving, UX, Deep collaboration
Context
I redesigned the Electronic Logging Device (ELD) setup experience, which is one of the most important and historically most challenging steps in the CloudTrucks onboarding flow. Every new driver receives a Motive ELD device in their Welcome Package as part of our partnership with Motive. To stay compliant and legally operate, drivers need to physically install the device in their truck and connect it to the Motive app before they can start earning.
Before this project, the setup experience lived across a printed PDF, an email, and the Motive app. Drivers had to jump between instructions, figure out which cable type they had, install the hardware correctly, and then troubleshoot any pairing issues on their own. Not surprisingly, this step had some of the highest confusion and drop-offs in the entire onboarding journey.
From a business point of view, delayed installations meant delayed revenue for both drivers and CloudTrucks. From an operational point of view, our Support and Pathway teams spent a large amount of time walking drivers through setup over the phone without any visibility into where things were breaking.
This project was an opportunity to tighten the entire experience by bringing together physical hardware setup, mobile guidance, and a third-party app flow into something clearer, more intuitive, and more supportive for drivers who are often doing this on the road under less-than-ideal conditions.
The Problem
The ELD setup step was one of the main friction points in the onboarding journey for new CloudTrucks drivers. Drivers received a Motive ELD device in their Welcome Package, but the setup process was scattered across printed instructions, long emails, and the Motive app. This created uncertainty, confusion, and a high risk of mistakes during a moment that is already stressful for new drivers. Since drivers cannot begin operating or earning until the device is installed and connected, any confusion in this step slowed down activation and increased support volume.
CloudTrucks needed a clearer, guided setup experience that worked for drivers in real-world conditions and reduced the burden on internal teams. The goal was to design a step-by-step experience that supported both the physical installation of the device and the digital pairing process while giving drivers confidence that they had completed everything correctly.
Research and Insights
To understand where drivers were getting stuck in the ELD setup process, I worked closely with the Operations and Support teams. I observed real onboarding sessions, listened to support calls, and mapped out the full end-to-end journey from the moment drivers opened their Welcome Package to the moment the ELD successfully transmitted data. I paired this with a competitive audit of other fleet-tracking tools and hardware setup experiences to understand common patterns and best practices.
Through this process, several key insights surfaced.
1. The instructions were fragmented and inconsistent
Information lived across a printed PDF, an email, text-based messages from onboarding specialists, and the Motive app. When drivers skipped the Marketo form or missed details in email, Operations often had to collect truck information manually through text. All of this created inconsistent entry points and missing data early in the process.
2. Physical installation created both errors and uncertainty
Drivers often plugged the ELD into the wrong port or used the wrong cable type. Many were not confident that they had installed the device correctly, and small mistakes led to incomplete connections or missing data. Since matching the truck to the correct ELD serial number is a compliance requirement, any error here created a risk of incorrect records or lost data.
3. The Motive app pairing flow was confusing without guidance
The Motive pairing experience contained several detailed steps that were easy to miss. Drivers had to sign in using credentials that were preset by CloudTrucks, turn on the truck and wait for specific light colors, enable Bluetooth, search for the correct vehicle type, and then verify pairing by checking for two green lights on the device. Many drivers did not understand what each step meant or how to know if something had gone wrong.
4. Support teams had no visibility into driver progress
When drivers called in, Support could not see which steps had been completed. The team would start troubleshooting from the beginning, often repeating steps the driver had already done. This made every support call longer, and it slowed down onboarding volume for the entire team.
5. Drivers wanted reassurance, not just instructions
I noticed emotional patterns during calls. Many new drivers described themselves as "not tech people," and a significant number expressed anxiety about doing something wrong and failing compliance. What they needed most was confidence that every step they completed was accurate, verified, and tracked in the system.
6. Important compliance steps were handled outside the product
DOT compliance stickers were included in the Welcome Package, and drivers were asked to send photos to Operations by text or email as proof of installation. This created unnecessary operational overhead and made it difficult for CloudTrucks to keep clean records inside the system.
Key Insight
Drivers do not simply need instructions. They need a guided experience that gives them confidence that each step is correct, validated, and recorded. Without this, the setup process becomes fragmented, error-prone, and heavily dependent on Operations for troubleshooting.
