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Ituran

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The Company &
the Product

Ituran is a global leader in the prevention of vehicle, equipment and cargo theft. The foundation of its business is hardware installed in the vehicle that enables remote location and monitoring. Building on that technology, Ituran also developed a system for managing and controlling large and mid-sized vehicle fleets. The fleet-management system helps improve safety, efficiency and operational savings.

Project Goal

To spec and design the next generation of the fleet-management system.

Success metrics (KPIs):

  • Increasing the number of users at each customer.
  • Increasing the share of usage of the rich functionality already available.
  • Enabling customers to build custom reports on their own.
  • And, along the way, reducing the rate of support requests.

The Challenges

A range of customers and personas

There’s a wide range of customers with different needs: shuttle companies, security firms, hauliers and more. Each customer has different needs in managing its fleet. Beyond that, within each customer there are different stakeholders who view and manage the fleet from different perspectives.

Low system familiarity

Although the system was rich in functionality, most users were familiar with only a small part of its capabilities.

Because they used the system only a few hours a week and had many other responsibilities, they did not develop deep expertise. This led to frequent support requests, especially when performing non-routine actions.

White-label design with Ituran DNA

The visual challenge was to create a white-label system flexible enough to support different client branding, while preserving a unique, high-quality design language that still felt connected to Ituran’s visual identity.

Executive Solution Summary

Executive Solution Summary

Simplified, Personalized, and Brand-Flexible Experience.

We simplified the system’s information architecture and workflows, making a rich and complex product easier to navigate and operate.

The solution introduced stronger customization capabilities and an AI Assistant that helps users discover, personalize, and use advanced features more easily.

Visually, we created a clean, delicate interface with generous white space and a light blue color palette, maintaining a clear connection to the Ituran brand while supporting a flexible white-label experience.

Our Process

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User interviews

We began with a broad series of user interviews to understand the diversity of users, their needs, expectations, and pain points.

This helped us identify what users valued, what was missing, and where the system created the most friction in their daily work.

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AI-powered Design Sprint workshop

We held an intensive two-day, in-person design sprint workshop to define the product’s UX direction.

GenAI was integrated into almost every phase of the workshop, supporting research synthesis, ideation, concept development, and rapid prototyping. One of the prototypes created during the sprint became the basis for the selected UX concept.

The workshop’s key outcome was the decision to place AI at the heart of the system, helping users create customized reports more easily and independently.

Prototype development & user validation

We translated the workshop outcomes – including the defined goals, success metrics, selected ideas, and chosen UX concept – into a working prototype built in Lovable.

The prototype was tested with existing customers, allowing us to validate the core experience, identify areas for improvement, and refine the solution based on real user feedback.

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Our Solution

Personalized workflows with AI support

To support a wide range of customers, roles, and use cases, we introduced strong personalization capabilities that allow each user to build reports and dashboards according to their organization’s needs and their specific role.

To help users with low system familiarity or limited technical confidence, we added Adam, an AI Assistant that guides users through the system, helps them use advanced capabilities, and supports report customization more easily.

Alongside the AI layer, we simplified the system’s navigation hierarchy and information architecture, making key actions easier to find, understand, and complete.

Visual design & brand expression

We designed a clear, spacious layout that improves scanning, sharpens the information hierarchy, and helps users focus on the most important data.

A subtle gradient was used to highlight core elements, add visual depth, and connect the interface to Ituran’s blue brand language. We also incorporated logo-inspired shapes in a delicate way, reinforcing brand recognition without distracting from the data.

The result is an elegant, clean interface with generous white space, strong readability, and a visual language that feels professional, high-impact, and action-oriented.