Addressing workforce retention through learning & community
Client believed they had a marketing problem.
"We have a loyal customer base, but it isn't growing due to our outdated online presence."
Our diagnosis: Through ethnographic research, we discovered the real issue was an industry-wide worker shortage. The trucking industry was losing the competition for Gen-Z talent.
10 real truck drivers interviewed.
Created 3 detailed personas (Fleet Manager, Solo Operator, Junior Driver). Mapped user journeys identifying key pain points. Hosted participatory workshop with 8 participants (0-20 years experience).
Pain points → Solutions.
Comprehensive learning platform.
Trucking Academy - A mobile app that streamlines the path to a lucrative trucking career through guided learning, community mentorship, and direct employment connections.
Ben's path to success.
Following Ben, a 28-year-old delivery driver seeking upward mobility, through his journey from frustration to achieving his Class 3 license.
Three core experiences delivered.
- Learning courses with structured progression tracking
- Job board integration with direct application access
- Community support forum for peer networking
Mobile app delivered.
Complete learning platform with onboarding, courses, practice quizzes, voice-matching for community calls, forums, and job board integration.
Addressing the root cause.
By conducting workshops with real truck drivers and iterating based on their feedback,
we created a solution that addresses the diagnosed problem rather than surface symptoms.
Expected outcomes: Lower barriers to industry entry, accelerated skill development,
sustainable community engagement, and direct employer-candidate connections.
