Miller Transportation

Regaining user trust through social proof & consistent experiences

Tablet displaying Miller Transportation website with scenic mountain background and navigation menu.

Role
UX/UI Design Consultant

Timeline
02/23 - 06/23

Background

This business came to me with a broken and nonfunctioning site that was essentially held hostage by the developers who built it. After researching their audience and product ecosystem, I set them up with supportive CMS, reusable design template libraries, and a strategic brand identity to regain user trust.

Deliverables

  • User Research

  • Brand Identity

  • Reusable pattern library

  • Website Redesign

  • Email campaign

Discovering user needs

I audited existing reviews of the company and discovered that user feedback was generally positive — but contracting with other businesses with lower standards had lowered public perception.

After assessing their existing user base, I sorted the users into 3 main categories. These categories helped to identify specific goals and needs that we could address in the redesign.

Key goals included:

  • Executing a specific agenda

  • Arriving at the destination on time and safely

  • Having a fun and worry-free experience

  • Receiving personalized, friendly customer service

A graphic comparing different user personas for a travel service, including Coordinator, Brides, Older Traveler, and Younger Traveler, with goals and needs listed for each.

Solution 1

Gain user trust with a welcoming experience & friendly brand.

I centered the new brand identity around the ‘Everyman’ archetype, designed to make users feel comfortable, relaxed, and welcome. I leveraged existing social proof throughout the flow, emphasizing real testimonials and photos to regain user trust.

Solution 2

Build a user-friendly site that the client could manage on their own.

I set up a website with consistent and reliable experiences for the user, backed by powerful systems for the client, including a library of design patterns for reuse and user-friendly CMS usable to the client. 

Solution 3

Showcase services and locations offered while improving SEO.

The site features automated systems for managing content, allowing the client to feature ongoing events, services, and locations, all backed by strategic SEO. For example, a new location was added at the time of the site build and since launch we’ve seen a 49% increase in traffic for that location.

Key wins

  • Overall site traffic increased by 35% in the first 2 years after launch. Site traffic for their newest location in Ohio saw a 49% increase in the first 2 years.

  • Conversions for requesting a quote increased by 25% and for booking bus tours by 62% in 2 years.

  • Now that they have usable CMS, the client has been able to easily utilize the design library, adding content to promote special events and new information.

Retrospective

The client has had their new site since 2023 and it is holding strong as a powerful tool for their goals and needs. They went from a site that was broken and difficult to use — with the developers who built it asking $10k just to fix their broken product.

Now they are able to self-manage the site, with both site traffic and conversions steadily increasing each year.

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