A responsive website redesign after a rebrand, focused on easier service discovery, stronger trust signals, and a smoother quote-request flow.
Role: Graphic Designer and Digital Marketer, Roadway Moving
Team: Marketing and Social Media
Timeline: 8 months
Scope: End-to-end website redesign focused on responsive UX/UI, information architecture, service discovery, trust-building content, and quote-flow optimization
Outcome: Built a more intuitive digital experience designed to support both customer confidence and lead generation across devices.
The existing web experience needed to support multiple customer needs at once:
⚪️ Make services easier to discover and understand
⚪️ Reinforce trust and credibility at key decision points
⚪️ Reflect the updated brand more consistently
⚪️ Create a more seamless quote-request journey
⚪️ Work clearly across desktop and mobile
Goals
☑ Create a more modern and cohesive website experience following the rebrand
☑ Improve navigation and information hierarchy across service offerings
☑ Make the quote-request flow easier to find and complete
☑ Surface stronger trust signals throughout the site
☑ Design responsive experiences that worked clearly across devices
Constraints
☑ The site needed to support multiple service categories and content types
☑ Important trust-building information had to be visible without overwhelming the experience
☑ Quote-request flows needed to feel accessible without interrupting browsing
☑ The redesign had to balance marketing needs, brand expression, and UX clarity
☑ The experience needed to scale across desktop and mobile layouts
Designing a clearer customer journey
This project was an opportunity to translate a brand refresh into a stronger customer experience. Rather than only updating the visual layer, I approached the redesign as a way to improve how users understood Roadway’s services, built trust in the company, and moved toward requesting a quote. The result was a more cohesive, responsive website experience that better supported both customer needs and business goals.
