Problem
To establish a noticeable presence in the trucking industry, the
Lanefinder brand needed to stand out, convey an appealing attitude to
attract its target audience, and communicate a unique identity that
differentiates it from competitors.
Solution
I analyzed the competition and decided to adopt a more feminine color
scheme to differentiate my work. The colors were carefully selected and
applied to evoke the feel of traditional American road signage in it's
usage, creating a familiar yet distinct visual experience for the target
audience.
Outcome
The response was overwhelming – within just a year, Lanefinder became a
trusted and distinct resource, with truck driver schools regularly
recommending it as a reliable job board with a unique touch.
Problem
The website acted as the main advertising platform and included uniquely
designed landing pages. It was essential in helping users start their job
search and connect with our services.
Purpose
The aim was to guide drivers into our app to improve user retention and
offer features that benefit both Lanefinder and users, particularly
through notifications to keep users engaged. This engagement would not
have been possible if the platform existed only on the web, as mobile apps
provide unique opportunities for retention and user interaction.
Solution
I positioned the account registration step at the end of the application
process to leverage the user's commitment. We also sent follow-up emails
and messages to encourage users to download the app, emphasizing benefits
like increased visibility of their applications to employers.
Problem
In the trucking industry, drivers need to find specific jobs due to strict
regulations, making it challenging for job search platforms to offer
enough value to become the go-to option.
Solution
I tackled this by incorporating detailed filters into the design, helping
drivers avoid wasting time on jobs they weren't qualified for due to
regulations. The app also kept them updated on their application's
progress and gently guided them to take actions that benefited both them
and us.
Problem
Most communication with drivers occurred through the app, Lanefinder's
main platform. The challenge was that the trucking industry requires a
detailed application with hundreds of fields, which can be tedious,
especially for a new job board. Building trust takes time, and this
complexity can hinder user engagement.
Solution
I addressed this by simplifying the application process into a
pre-qualification stage. Once a driver received interest from a company,
Lanefinder sent automated emails and notifications encouraging them to
complete their profile. This approach is similar to building commitment in
a poker game; by asking for minimal information initially, I guided users
to where I wanted them to go.
This method gave companies key information about the driver upfront, and
eventually, they received a full profile that met DOT and insurance
requirements.
Outcome
My strategy significantly increased job applications, growing from just a
few to thousands each month. In addition, both surveys Lanefinder
conducted showed genuine appreciation for its design and user-friendly
flow.
Problem
A clear brand identity was essential for quickly connecting jobs to our
clients and making a significant impact on our target market to build a
regular customer base. Additionally, time was critical; we needed to
disrupt the stagnant practices that have long characterized the trucking
industry.
Establishing a strong brand not only helps differentiate us from
competitors but also builds trust and recognition among potential
customers, which is vital for fostering loyalty and driving business
growth in this competitive landscape.
Solution
To address the challenge of developing a clear message that stood out
among the competition and supported Lanefinder's Unique Selling
Proposition, I crafted a distinctive message that effectively communicated
the brand's value to truckers.
Additionally, I established marketing asset libraries in Figma for both
marketing and development, ensuring brand consistency across all media and
platforms. This approach not only made it easy for truckers to instantly
recognize Lanefinder's communications but also streamlined the development
process, allowing teams to work more efficiently while reinforcing a
cohesive brand identity.
When I joined the company, the logo was already in place. However, since
the brand was focused on being fun and playful, I developed various
materials to highlight this aspect, including post-processing and motion
graphics.
In addition, recognizing the need for an enhanced brand identity, I
created and introduced Geophrey, a robot character that represents the
underlying artificial intelligence of the system. He has appeared in
explainer videos, animated iconography, and other creative productions. By
dressing Geophrey in different outfits, he aligns with any concept or
idea, and further reinforcing the YouCruit brand.
After a few years, the original branding for YouCruit appeared too playful
and did not resonate with the target audience as the company shifted its
focus to the US trucking industry. To address this, I modernized the
design to better reflect the functionality and strength of the Applicant
Tracking System.
The website was designed to serve as an informative resource for potential
customers, providing them with clear calls to action to sign up for our
services.
