Integrated Fleet Fuel Management & Payment Solution

A comprehensive B2B product consulting engagement to transform a fleet e-payment platform from market analysis and customer journey mapping to product roadmap and MVP prototyping.

20+

Customer Interviews
across 6 companies

3 FTE

Team Size
over 3 months

7 Yrs

Years Platform Live
maintained & evolved

6 mo

Months Engagement
end-to-end consulting

executive summary

The client organization is an innovative digital payment and real-time fuel management solution provider for large logistics companies. With portals and a mobile app launched and maintained for over 7 years, it was time to address customers’ evolving pain points and rethink the product model.

We take our clients’ confidentiality seriously. While we’ve changed their names and certain identifying details, the results are real.

CLIENT PROFILE

Sector

Logistics & Fleet

Duration

6 months

Region

Vietnam

Platforms

Web, Mobile

01. Context & Challenges

A Fleet E-Payment Provider in Vietnam

The company aimed to solidify its market position by creating value in B2B payments, improve operational efficiencies, and expand within the country before exploring partnerships in Indonesia and the Philippines. The focus was on securing key clients and enhancing user experience on the go, introducing new offerings for business, and maximizing usage of the self-service portal.

We were engaged to conduct a comprehensive product consulting mission: interviewing key B2B customers, identifying service gaps, and improving the end-to-end experience from driver payment at the station to payroll, timesheet management, cash control, and invoicing.

The engagement delivered a complete product assessment, competitive research, customer journey mapping, a new product roadmap, branding & repositioning recommendations, and an e-wallet & e-voucher strategy, culminating in the release of a new app version and e-voucher system.

Key User Personas & Their Challenges

Fleet Manager

Main focus:

Key challenges:

Legal / Accountant

Main focus:

Key challenges:

Driver

Main focus:

Key challenges:

Problem Statement

Despite a strong foundation, the organization recognized the need to optimize its product offering and enhance customer experience to meet new customer demands. The platform required modernization across payment workflows, management tools, and financial reporting to remain competitive in the rapidly evolving Vietnamese logistics market.

02. our approach

Quantitative & Qualitative Methodology

RedEx Consulting deployed a 4-phase methodology to conduct a deep dive into market dynamics, customer needs, and competitive landscapes. The goals were to refine the product strategy, enhance customer experience, and position the company for future growth across Southeast Asia.

Phase 1

In-Depth Market Analysis

Reviewed infrastructure development and policies impacting fleet operations in Vietnam
Analyzed logistic trends, key players, and their challenges related to fleet operations
Assessed automation and innovation in logistic development
Compiled a comprehensive list of logistic companies and relevant market data

Phase 2

Product & Competitor Analysis

Compared the product with direct and indirect competitors
Evaluated the fleet services ecosystem and payment solutions landscape
Gathered feedback from lost prospects and assessed client perceptions
Identified competitive advantages and areas for differentiation

Phase 3

Customer Journey Mapping

Conducted workshops to identify customer segments and primary personas
Refined user personas and mapped end-to-end customer journeys
Identified gaps in product offerings and user expectations
Mapped pre-transportation, transportation, and post-transportation touchpoints

Phase 4

Product Roadmap & Prototyping

Defined the product vision, positioning, and strategic roadmap
Created a plan for developing an MVP with prioritized features
Enabled marketing and CRM to support product launch and customer engagement
Delivered UX/UI prototypes and wireframes for the new mobile app

"The RedEx team brought a structured, data-driven approach to understanding our customers' real pain points. Their customer journey mapping and product roadmap gave us a clear path to transform our platform."

Head of Product

Client Organization, Fleet E-Payment Division

03. The Outcomes

Deliverables & Outcomes

Competitive Research Report

Comprehensive analysis of competitors and market positioning

Key Customer Interviews Report

20+ interviews across 6 companies with synthesized insights

Customer Journey Mapping

End-to-end journey maps for Fleet Manager, Accountant, and Driver personas

Internal Process Analysis

Assessment of existing workflows and operational bottlenecks

Product Vision & Roadmap

Strategic 7-month roadmap with 3 core objectives

UX/UI Prototype & User Flows

Mobile app wireframes for driver registration, payment, and management

E-Wallet & E-Voucher Strategy

New business models for digital payment and voucher systems

Branding & Repositioning

Recommendations for market positioning and brand identity refresh

Product Gap Analysis: Enhancement vs. New Features

Implementation Roadmap

objective 1

Product Values & Opportunities

Product plan & requirements

→ Product roadmap

→ Brand launch & sales

→ Prototype

→ Product defining deliverables

objective 2

New Mobile App & E-Voucher

Development v1.0 → Release 1.0 →

Development v1.1 → Release 1.1 →

Development v1.2 → Release 1.2

objective 3

Marketing & CRM

CRM presentation

→ Data collection

→ CRM configuration

→ CRM testing & validation

→ Campaign enablement & execution

Strategic Impact

Customer Satisfaction

Increased retention through streamlined UX and personalized solutions

Market Expansion

Expanded market share with new customer acquisition strategy

Operational Efficiency

Optimized workflows and reduced operational costs

Revenue Growth

New revenue streams through e-voucher and e-wallet offerings

04. The OUTCOMES

Insights & Lesson Learnt

By focusing on streamlining the user interface, improving customer support, and offering personalized solutions, the organization can significantly enhance customer satisfaction. The driver payment journey and fleet manager dashboard were identified as the highest-impact touchpoints for UX improvement.

Expanding the product offering to include additional features such as vehicle maintenance management, toll fee integration, and real-time fuel price alerts can create a sustainable competitive advantage in the logistics market.

Leveraging data analytics to gain deeper insights into customer behavior and preferences can inform product development and marketing strategies. The tracking and reporting dashboard emerged as a critical tool for fleet managers to control costs and manage compliance.

The intersection of Product, Experience, and Collaboration, bringing together IT/Product development, Customer services, and Sales departments, proved essential. Advisory roles bridging market insights with product opportunities, combined with CRM and marketing campaign enablement, created a holistic product evolution framework.

05. RedEx Perspective

Action That Translates Strategy

This engagement exemplifies RedEx’s product consulting methodology: Where market intelligence, customer empathy, and strategic product thinking converge to create actionable transformation roadmaps. The 20+ customer interviews across 6 companies provided the authentic voice-of-customer foundation that made every recommendation grounded in real user needs.

The collaboration model we established, bridging Product, Experience, and Sales through advisory roles, ensured that the product roadmap was not just technically sound but commercially viable and customer-centric. The release of the new app version and e-voucher system within the engagement timeline demonstrated the power of structured product consulting.