Company Context

Motive provides fleet management, driver safety, telematics, and spend management software to trucking and logistics businesses. Its products serve fleet owners, dispatchers, safety managers, and drivers, with growth depending not just on account acquisition but also on successful activation of drivers inside the Motive Driver App.

Problem

The growth team believes that simplifying first-time setup in the Motive Driver App could increase driver activation and improve downstream retention for newly signed fleets. Current data shows that among drivers invited by a fleet admin, only 62% complete onboarding within 7 days, and drivers who fail to complete onboarding in their first week are much less likely to log HOS regularly or engage with safety workflows later. The working hypothesis is: "Reducing confusion in first-time onboarding will increase 7-day driver activation by at least 10%."

You are a Product Growth Analyst at Motive. Before recommending product changes or running an experiment, you need to use user research to validate whether this is the right growth hypothesis, identify which user pain points matter most, and determine what product opportunities are worth testing.

Deliverables

1. Define the growth hypothesis more precisely, including target users, user problem, and expected business impact.
2. Design a user research plan to validate or invalidate the hypothesis using both qualitative and quantitative inputs.
3. Explain how you would segment users and decide which onboarding pain points to prioritize.
4. Describe what product changes you would test first in the Motive Driver App based on research findings.
5. Define success metrics and decision criteria for moving from research to experimentation.

Constraints

• You have 4 weeks to complete research and recommend next steps.
• Research budget is limited to lightweight studies; no large outsourced panel.
• Engineering can support only one small onboarding MVP in the next sprint.
• Motive must avoid disrupting compliance-critical workflows such as HOS logging and vehicle inspection flows.