Translating Data Into Uptime
Daimler Trucks North America

Ziba is helping DTNA articulate and understand the needs of our customers, and acting as an extension of the telematics group translating ideas into products.

Matt Pfaffenbach, Director of Telematics, Daimler Trucks North America

Leading a dynamic industry

With 40% market share, Daimler Trucks North America (makers of Freightliner and Western Star vehicles) is a leader in the American trucking business. But trucking is an industry in flux—vehicle manufacturers are being challenged to deliver value beyond increased fuel efficiency, while haulers face increasingly tight margins and a restrictive regulatory environment. DTNA has recognized the promise of next generation telematics data to improve vehicle uptime and decrease total cost of ownership. What they have lacked is a platform on which customers could access and interact with available data. DTNA set out to take a staged approach to construct this platform, demonstrating concrete results with a focused investment on an extremely aggressive timeline.



Ziba’s approach to defining and designing the DTNA Telematics Portal began with establishing a solid understanding of what it takes to manage a fleet of vehicles. Through extensive interviews with trucking fleets large and small, Ziba developed a point of view on the needs and expectations of maintenance personnel, executives, operations managers and drivers. These conversations yielded the insight that as fleets become more intelligent and autonomous, shippers increasingly see the vehicle itself as a critical member of the team.

Prototype, Evaluate and Plan

Once the vision was established, we prototyped key aspects of the offering and evaluated the prototype with many of the same people who helped inform the vision. Through multiple rounds of prototyping, Ziba was able to build a comprehensive product plan informed by both business leaders and IT partners. Introducing this “fail fast” mentality to DTNA helped us rapidly make informed design decisions and craft an achievable plan for success.

Design to support Development

While the platform was being built we were able to support the workflow of our development partners by integrating into their Agile process. Frequent design drops coordinated with the development calendar supported adaptive planning and continuous improvement. Ultimately the portal went into beta on time and on budget. It was broadly deployed in July of 2016. Ziba has remained extremely engaged as the Telematics Portal evolves to become the foundation for additional services being launched with a new line of vehicles in late 2016 and beyond.


Interaction Design
Service Design