They were sitting on a gold mine. They just hadn't packaged it yet.
One of the world's largest energy companies had spent years accumulating detailed fuel card transaction data across their entire customer base. The data existed. The insight it could generate existed. What didn't exist was a way to get it to the people who needed it, in a format they could actually use.
The problem
One app for everyone is an app that works for no one.
An app that tries to be everything to everyone usually ends up being not much to anyone. A sole trader with a van and an enterprise fleet manager running thousands of vehicles across multiple countries do not have the same needs, the same systems, or the same appetite for complexity.
Enterprise clients don't want another app. They're running ERPs. What they want is data they can pull directly into the systems they already use, in a format those systems understand.
The answer was already in the data. It just needed slicing and packaging.
The work
Design a product for every customer. Not one product for all of them.
The brief was to design a suite of packaged API data products, each built around a specific customer segment, pulling from the same underlying data pile but shaped entirely differently depending on who was consuming it.
At the enterprise end: structured data feeds that plug directly into ERP systems, giving fleet managers the insight they need to make decisions about fuel-efficient routing, optimal refuelling timing, and where switching to EV makes commercial sense. The kind of decisions that, at scale, move serious money.
At the other end of the spectrum: a subscription feed simple enough to connect to a basic accountancy package. Designed for the man with a van, the sole trader who doesn't need a dashboard or an API integration team, just clean data saving them time on expenses and fuel reconciliation every month. A small ticket item, sold regularly, at near-zero cost to serve.
Every segment between those two got its own product slice, with its own data shape, its own delivery mechanism, and its own commercial logic.
The solution was approved to move to the next stage. A commercially obvious answer to a problem they'd been circling for years, designed to work from enterprise down to sole trader without a single bespoke build for any of them.
Sound familiar?
Got data you're not sure how to package?
This kind of work is bespoke. It doesn't start with a diagnostic, it starts with a conversation about what you've got, who needs it, and what shape it needs to be in when it gets to them. Data design and information architecture at its core, which is exactly where we live.
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