Freightliner A new digital approach
Freightliner is a leading manufacturer of heavy-duty commercial trucks, but their digital presence was failing to engage the people actually behind the wheel. I led the redesign to transform an outdated, complex platform into a mobile-first hub. My goal was to prioritize driver needs and interactive customization to make the brand accessible to a workforce that lives on the road.
ROLE
PROBLEM
The existing website suffered from an outdated design and a navigation structure with too many primary entry points. This significantly hindered the user experience and made the site inaccessible for drivers using mobile devices on the road. Furthermore, the absence of a robust content management system made updates cumbersome and inefficient for the internal brand team.
RESULTS
- 400+ Leads Generated in Year One
- Significant Increase in Website Traffic
- Enhanced Global Brand Recognition
- Mobile-First Site Architecture
A journey to understand the driver
By conducting weekly testing sessions on-site at truck stops, the design team moved beyond office-based assumptions to observe drivers in their natural working environment. This research yielded several critical discoveries:
Mobile Dominance: The team found that truck drivers relied almost exclusively on mobile devices for essential tasks like navigation and communication while in their cabins.
Need for Visualization: Drivers expressed a strong desire for a tool that would allow them to build and visualize their ideal truck before making a purchase.
The Mobility Gap: The existing site was non-responsive and featured a complex navigation structure with over four primary entry points, making it unusable for a driver on the road.
The Strategic Shift to Mobile Simplicity
This data prompted a complete pivot in the project's strategy. The team moved away from desktop-heavy assumptions to focus on mobile simplicity, prioritizing only what drivers actually needed while in the cabin.
A key component of this shift was the development of the Interactive Truck Builder. This tool was specifically designed to be powerful yet mobile-optimized, allowing users to customize vehicles and explore detailed specifications, drivetrains, and features through dynamic carousels and informative hotspots.
Visualizing the ideal build
I led the development of the component library and user flows for a mobile-optimized Interactive Truck Builder. My initial version was adapted from a tablet framework, but it remained clunky and failed to function intuitively on a phone. I knew we needed a more tactile approach to handle complex customization.
During the process, our intern Preston asked to take a pass at the interface. He had been inspired by the Xbox controller creator and adapted that fluid, modular logic into a truck configuration prototype. I loved the direction, and we worked to refine it for the Freightliner brand. By fostering an environment where the best idea wins regardless of tenure, we pivoted to a simplified menu structure with dynamic carousels and informative hotspots. This allowed drivers to explore vehicle specifications in a truly engaging way.
Final Build of the Freightliner truck builder
A testament to enduring impact
This project was not just a single delivery but the start of a long term partnership that continues to drive commercial results today. While generating over 400 leads in the first year was a massive success, our ongoing relationship ensures the platform evolves with the market to constantly look for increased outcomes. By maintaining a robust component library and analyzing performance data, we consistently identify new ways to fuel growth and brand recognition. The optimized experience still lives on the Freightliner site today as a testament to a digital strategy built for enduring impact and sales.
