Freightliner

My Role: Digital Design Director · Tombras

Freightliner's website was built for a desktop world but their customers lived on their phones. Truck drivers rely on mobile for everything on the road and the site wasn't built for that reality.

We went to find out firsthand. Weekly user testing at Pilot Flying J truck stops gave us direct access to drivers and confirmed what we suspected. The site needed to be mobile-first, simplified, and fast.

The centerpiece of the redesign was an interactive Truck Builder. Our first version felt like a clunky sales app. After an intern suggested looking at game controller customization interfaces we pivoted completely and the experience became intuitive immediately. I added interactive image hotspots and dynamic carousels so drivers could explore technical specs and customization options without losing their place.

The relaunch was a first for our agency. It was the first time a digital design project led a full brand evolution for a client at that scale.

The results: 21.7% increase in sales year over year. 400+ qualified leads in the first year. 34 million total reach. Won Best Transportation Technology at CES.