Miller Transportation
Regaining user trust through social proof & consistent brand experiences
Brand qualities
Friendly
Prompt
Comfortable
Safe
Dependable
Fun
Caring
Clean
Humble
Welcoming
Background
Miller Transportation had an existing website that was broken and difficult to use — and the developers who built it were asking $10k just to fix their broken product.
After researching their audience and product ecosystem, we set out to:
Build a user-friendly site that the client could manage on their own.
Gain user trust with a reliable experience & welcoming brand.
Showcase services and locations offered and improve SEO keywords.
Discovering user needs
An audit of existing reviews showed that user feedback was generally positive — but contracting with other businesses with lower standards had lowered public perception.
Key user goals for Miller services 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
Solution 1
Gain user trust with a welcoming experience & friendly brand
We 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
The new Miller website features consistent and reliable experiences for the user, backed by powerful systems for the client, including a library of design patterns and user-friendly CMS usable to the client.
Solution 3Showcase 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.
Customizable email templates for ongoing events and services.
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 originally had a broken website that contributed to distrust of their brand. Now they are able to self-manage a beautiful and flexible site, with both site traffic and conversions steadily increasing each year.
See it live: