Musa exists to collect, track, and turn waste into raw material, a business built on operational transparency. The driver app did that job during routes, so the moment engines stopped, engagement flatlined. Autonomous drivers treated it like a turn-by-turn tool, not a place to manage their work. That off-route silence was the risk: lower stickiness, fragile supply predictability, and zero surface area to return value to the people doing the heavy lifting.

I reframed the brief with our PM and ops leads: if we want drivers back outside the route, the app must stop behaving like a checklist and start acting like a Driver OS, a home for their own data, progress, and opportunity.

Instead of “make logging easier,” the bet became “make insight obvious.” I helped to set a North Star that would force us to prove continuous value, off-route sessions per driver/week, and designed a new My Account as the anchor. Not a profile page: a living summary of Earnings, Performance, and Ownership with Data Insights the driver actually uses to plan, improve, and feel in control.

To ground decisions, I co-ran field shadowing in São Paulo, mapped the information architecture of My Account, and the PM defined the first set of insights and the telemetry behind them (what we show, how we calculate, and what action we recommend next).