To address these challenges, we embarked on a comprehensive UX research initiative. Through weekly user testing at Pilot Flying J truck stops, we gained invaluable insights into the needs and preferences of truck drivers. The UX research revealed that truck drivers relied heavily on their mobile devices for everything from navigation to communication. Additionally, we discovered a strong desire for a tool that would allow them to build their ideal truck.

I took this new found data and developed a user flow with Casey, our UX designer. (seen above) Working Cloely with Freightliner we realized the sheer immensity of this website. Freightilner also agreed with the data that a truck builder on the site would increase sales and allow for truck drivers to visualize their needs for their next truck purchase. Freightliner also stated that they would be releasing a new truck and that would be the perfect showcase on their new site. Having all the data and working with UX I began work on a library, and components for the site. Little did we know just how large of a lift this truck builder would be. (starting library and early wires below)

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Initiating wireframing and library development was the first step. However, Casey (UX) championed weekly user testing with truck drivers, proving invaluable throughout the design process. Early feedback exposed critical gaps in our initial assumptions. Recognizing the predominance of mobile usage among truck drivers significantly influenced our design decisions, prompting us to prioritize simplicity and minimize unnecessary complexity on the website.

Below are some of the patterns that I created and UX tested with users.

The truck builder was a real head-scratcher for us. It worked okay on our computers, but on phones, truck drivers kept getting lost. The menu became this huge mess, just not user-friendly. We all really dug in to figure it out. Preston, our intern at the time, brought a fresh set of eyes to the problem. He came up with some brilliant solutions that not only fixed the phone experience but actually made it even better on desktops too!

This whole experience taught me something valuable: the power of learning and growing together as a team. We faced a big challenge and tackled it head-on, all for the benefit of our users. Below shows the early design, then the simplified version for mobile. Though they are changing currently to what I think is a bad configuration and does not work on mobile, our better version can still be experienced on the site here if you would like to take a look.

With the truck builder challenges resolved, we shifted our focus towards enhancing the website's interactive aspects. Through ongoing conversations with our target audience – truck drivers – we discovered a strong desire for deeper truck information. They expressed a keen interest in exploring customization options, understanding available drivetrains, and learning about the features of both their custom builds and base models.

In response, we implemented a range of interactive elements to enrich the user experience. These included dynamic carousels, interactive image sliders, and imagery with informative hotspots, all designed to provide users with a more engaging and informative exploration of truck features and configurations.

The redesigned website had a significant impact on Freightliner's business:

• Increased Brand Awareness: The website's visually appealing design and engaging content helped to enhance brand recognition.
• Boosted Website Traffic: The improved user experience and valuable content drove a significant increase in website traffic.
• Improved Sales: The interactive truck builder and informative content empowered users to make informed purchasing decisions, leading to over 400 leads generated in the first year.

By prioritizing user experience and investing in a comprehensive digital transformation, Freightliner successfully elevated its online presence and strengthened its brand.