LuckyTruck
Scaling a trucking insurance platform: design for app, brand, and website
OVERVIEW
Scope of work
LuckyTruck is a powerful platform for comparing, purchasing, and managing trucking insurance. The company has served over 30,000 truckers nation-wide with trucking insurance services. As the sole dedicated product and brand designer at the company, I collaborated across teams and with external partners to create a consistent experience through web product and brand experiences.
I led the design from early in the company to the eventual acquisition.
PRODUCT
Improve the web app insurance experience
I led the core function design addressing LuckyTruck users biggest pain points when it came to the web platform. As a result of this change, users completing digital workflow to successfully get a insurance quote increased from 7% to 15%.
WEBSITE
Build a website to drive awareness and engagement
I advocated for and redesigned a website that could be more responsive to effectively engage with customers. When I joined, a big pain point was our website was maintained by engineers and took valuable time away from working on our product and had slower marketing speeds. By rebuilding the website and owning it, our SEO improved, attracting more users to the website, and our conversion from the website to the app more than doubled from 11% to 23%.
BRAND
Create a distinctive brand
I worked to develop a distinctive brand in the trucking insurance space to tell a resonant and consistent story through all touch points. I crafted email templates and copy, social media visuals and copy, videos, print products, and swag. By establishing a resonant brand guideline, we were able to tell a convincing story from the first touchpoint through the entire user journey.
