A New Perspective of Spin Scooters

Challenged by data inefficiencies, Spin Scooter sought design expertise to craft an elegant solution for their internal employees. I designed a FleetOps dashboard for Spin's gig workers and data analysts that set a new standard for Spin's future user-centered data visualizations.



4 designers, 5 spin stakeholders

My role

My role

Data visualization, interaction design, product strategy



Used as benchmark for SPIN's dashboard dev



1 month

The challenge: a data dilemma

Spin was drowning in data. Internal teams required data for various tasks, from fleet distribution to in-depth analysis. However, Spin's plain spreadsheets proved to be impossible to navigate for almost all employees, regardless of data proficiency.

With certain project details protected under an NDA, I'll provide a high-level snapshot of my personal contributions and project highlights.

A tale of two worlds

When Spin approached our Carnegie Mellon design team, they presented a challenge: to design a FleetOps Dashboard tailored for gig workers (those who redistribute scooters around the city) and data analysts.

Navigating data viz intricacies

While my teammates opted for brand/widget designs, I honed in on my technical background to take on the role of a data visualization designer. My approach started with a task-centric methodology, zeroing on the specific needs of Kalen and Mia.

For Kalen, who manages scooter distribution and repairs on-the-go, I conceptualized immediate-read pie charts and tables. For Mia, who valued nuanced visuals, I conceptualized multi-variable line charts capturing both trends and detailed insights.

Early visualization explorations

Iterating with…librarians?

Due to SPIN reps being busy and unable to put us in touch with their employees, I leveraged analogous user groups around me for quick feedback. For Mia, I reached out to data analyst students to grasp their workflows while for Kalen, I reached out to librarians for their experience in resource allocation.

These groups provided crucial feedback on my design, and even offered insights into diverse data-handling workflows. For example, one data analyst pointed out the need for more robust export options, while the librarian's feedback on easy, one-glance visuals also helped with my iterations.

Iterations based on analogous user feedbacks

Balancing simplicity with depth

As I honed in on data visualizations, my team devised the dashboard's branding and layout using a widget-based approach. However, blending simple and intricate data on one screen proved daunting for Kalen, Mia, and the SPIN reps.

We explored toggles and dropdowns but ultimately adopted a two-tab system: one tailored for Kalen's immediate data and another for Mia's in-depth analysis. Stakeholders applauded this approach for its reduced cognitive load and clear task separation.

Elevating the dashboard experience

While the fundamental design of the dashboard was shaping up well, I sensed an opportunity to add something extra so Kalen and Mia could achieve their end goals even quicker, thus advocated for animations.

Zoom effect to help Kalen focus on a select region

Hover-able insights to help Mia extract more granular information

The dashboard in practice

While on the go, Kalen can select a desired zone to see the scooters nearby that need attention, via the Live Tab.Then he can add them to his maintenance queue, and plan his route accordingly.

During a meeting, Mia can pull up the Trends tab to effortlessly toggle filters and view the chart that fits her needs.After seeing the customized chart, she can easily email this it to her manager through the sharing function.

The impact

Our dashboard set a new standard for Spin's data dashboard development. Stakeholders lauded its cross-platform compatibility, versatility in managing varied data, and customization potential. The excitement is palpable, with plans to transform this dashboard into a mobile app, integrating GPS for gig workers' convenience.


Increased daily fleet redistribution


Faster data retrieval workflow


Added third-party integrations

“The dashboard is clear and easy to understand, while maintaining a incredible amount of depth in the data.” - SPIN representative


This project was a valuable learning experience, encompassing problem-solving within constraints, presenting data accessibly, and ensuring optimal design layouts. Switching between Kalen and Mia's perspectives was crucial for a holistic design approach. My dedication to visualization also made me delve into nuances, such as the behavior of interactive graphs when all filters are activated.

© Sally Chen 2023

© Sally Chen 2023