CanFleet Web Redesign

CanFleet is a SaaS platform built for small businesses that run their own delivery fleets and need a way to manage drivers and daily operations more efficiently.

When I joined, the company had recently transitioned from operating a same-day courier service to focusing entirely on its fleet management software. While the rebrand was complete, the website had not yet evolved to reflect the new product direction.

This project focused on updating the website to better support the company’s SaaS offering within a tight three-week timeline.

Role
Visual/Interface Designer

Collaboration
Content writer, front-end devs, marketing manager

Date
July 2023

Timeframe
3 weeks (including development)

Software/Tools
Adobe XD, Adobe Illustrator, Canva

REDUCTION In Sales Friction

Internal feedback confirmed that the new information architecture effectively eliminated “service vs. software” confusion, allowing the sales team to bypass basic positioning and move directly to feature demos.

INCREASE In Lead Quality

By implementing transparent pricing and industry-specific landing pages, we successfully filtered out non-B2B inquiries and ensured that incoming leads were more qualified and aligned with our fleet management software.

VISUAL SCALABILITY

Developed a flexible design foundation that enabled the rapid launch of industry-specific verticals, such as the “Cannabis Industry” page, to remain cohesive without requiring a separate design cycle.

The existing website was still written and structured for end customers of a delivery service rather than business owners evaluating software for managing their own fleets.

Because of this, potential customers struggled to quickly understand what CanFleet offered, who the product was for, and how it fit into their operational workflows. Important information was either unclear or difficult to find, creating friction during evaluation.

This made it harder for the business to clearly communicate value and support confident decision-making at a critical stage of growth.

The goal of the redesign was to help business owners quickly understand the product offering and evaluate whether CanFleet was right for their operations. The website needed to communicate value clearly and guide users through the software in a way that felt straightforward and intentional.

The primary constraint was time. With a three-week timeline from design to launch, the work required strong prioritization, focusing on clarity, messaging, and information hierarchy rather than exhaustive redesign.

Previous Cantec Courier (now CanFleet) website

Given the tight three-week timeline, research focused on leveraging existing data and aligning closely with cross-functional partners. I collaborated with a content writer and marketing manager to divide responsibilities efficiently. While they focused on content, messaging, and structure, I concentrated on visual direction, layout, and interaction patterns informed by research insights.

Given our time constraints, primary research relied heavily on data collected by the sales team over the past four months during their cold calling efforts.

From this dataset, we focused on understanding:

What information business owners look for when evaluating delivery management software
Which features and capabilities matter most during decision-making
Who the key decision-makers and champions are
Common needs, concerns, and objections during evaluation

This allowed us to ground website decisions in real customer questions rather than assumptions.

I conducted a competitor analysis by reviewing comparable fleet management and delivery software websites to understand how similar products positioned themselves.

This research focused on:

Common information hierarchy patterns
How competitors explained features and pricing
Use of visuals, product demos, and social proof
Strengths and gaps in how clearly value was communicated

The goal was not to copy competitors, but to identify baseline expectations and opportunities to differentiate through clarity.

Insights from sales conversations were synthesized into an affinity map and grouped by the information potential customers consistently looked for when visiting the website. These findings directly informed messaging priorities and content hierarchy decisions.

The most critical information needs were:

Pricing clarity was a major factor in evaluation. Potential customers wanted to understand cost early, compare options, and avoid surprises later in the buying process.

Business owners needed a straightforward understanding of what the software could do and how specific features supported their operational needs.

Seeing the product helped users better understand functionality and assess fit. Visual representations reduced ambiguity around how the software worked in practice.

Businesses emphasized the importance of credible signals (reviews, testimonials, case studies) when evaluating software.

Customers wanted clarity around how the software integrates with their existing tools to assess fit and implementation effort.

Customers wanted to understand what kind of support was available both before and after purchase, including onboarding and ongoing assistance.

HOW MIGHT WE…

Our primary audience is small business owners and fleet managers responsible for managing delivery drivers, operations, and costs.

These users are typically evaluating software independently and need clear information to determine fit without heavy sales involvement.

Visitors typically arrive at the website during an evaluation phase, comparing multiple tools and looking for clear answers around pricing, features, integrations, and support.

The site needed to support quick understanding and confident decision-making without requiring a demo.

This diagram summarizes how business goals and user needs were aligned to guide prioritization and design decisions.

Given the three-week timeline, not all website updates could be implemented at launch. To stay focused and ship confidently, we prioritized work that directly supported product repositioning and user evaluation, and deferred lower-impact or higher-effort items to a second phase.

Update messaging, content, and imagery to clearly reflect CanFleet’s shift to a fleet management SaaS product and speak directly to business owners managing their own delivery operations.

Remove references to courier services and highlight CanFleet’s software capabilities and benefits, ensuring visitors could quickly understand what the product does and who it’s for.

Introduce foundational educational content, such as blog articles, to help explain the value of fleet management software and support early-stage learning.

Make pricing and plan details easy to find and compare, supporting faster and more confident decision-making during evaluation.

Surface support options clearly through contact information, forms, and FAQs to reduce friction both before and after purchase.

While integrations were important to customers, they were deferred due to ongoing development work and pending partnerships. We aligned with the product and engineering teams to showcase integrations once they were finalized and ready to present accurately.

Testimonials and case studies were postponed due to the limited number of long-term B2B customers following the pivot. The customer success team continued gathering testimonials and scheduling interviews to support future case study development.

Live chat was discussed as a potential conversion driver but was deprioritized for launch to maintain focus. It remained a strong candidate for future iteration once core content and positioning were validated.

Based on the Phase 1 priorities, I proposed a streamlined sitemap focused on product clarity, pricing transparency, and lead conversion. The structure was intentionally kept lean to support faster decision-making while avoiding unnecessary complexity at launch.

Key considerations included:

Elevating Pricing as a primary navigation item to support evaluation
Grouping content around product understanding and education
Clearly separating marketing pages from external product flows (sign-in and demo booking)

Once the sitemap was finalized, we worked in parallel due to the tight timeline. While the content writer and marketing manager focused on writing and refining homepage content, I began laying out page structure and preparing visual references from the product itself.

The wireframes focused on content hierarchy and clarity, ensuring that core features, pricing, and product visuals were surfaced early to support faster decision-making. These mid-fidelity wireframes were used to align on structure and flow before moving into high-fidelity design.

Content hierarchy was redesigned to clearly position CanFleet as a fleet management platform, removing references to courier services and prioritizing messaging for business owners managing their own drivers.

Given the tight timeline, features were presented at a high level with clear descriptions, prioritizing understanding over detailed technical breakdowns.

Pricing was surfaced as a primary navigation item to reduce friction in the evaluation process and support faster decision-making.

Real product screenshots were used throughout the site to provide a clearer understanding of the software and set accurate expectations.

Due to the limited number of customers following the company’s pivot, traditional case studies and testimonials were not included in the initial launch. Instead, clarity of information and product transparency were prioritized, with customer proof planned as a later phase.

VIEW Desktop Prototype

VIEW Mobile Prototype

Highlights core product value and primary use cases
Introduces key features and supported industries
Provides educational entry points through blog content

Organizes features by role to improve scannability
Uses product visuals to support understanding

Tailored content addressing industry-specific needs
Serves as an entry point for a high-priority customer segment

Clearly presents pricing tiers and feature differences
Addresses common pricing questions upfront

Blog supports ongoing education and SEO
Contact page is intentionally simple to reduce friction

View CanFleet Website

While formal external usability testing was not feasible within the three-week sprint, the design underwent rigorous internal validation from marketing, sales, and leadership stakeholders.

Rather than focusing solely on aesthetics, these reviews served as a strategic filter to ensure the new SaaS messaging resolved the primary sales blockers identified in our research. This collaborative feedback loop allowed for rapid, real-time adjustments to content hierarchy and mobile responsiveness, directly resulting in a significant reduction in sales friction and a measurable improvement in lead qualification immediately following launch.

REDUCTION In Sales Friction

Resolved “service vs. software” confusion, allowing the sales team to skip basic positioning and move directly to feature demos.

INCREASE In Lead Quality

Leveraged transparent pricing and industry-specific landing pages to filter out non-B2B inquiries and improve lead qualification.

VISUAL SCALABILITY

Built a modular design foundation that enabled the rapid launch of secondary verticals (like Cannabis) without additional design cycles.

Refine the homepage positioning to more clearly communicate that CanFleet is designed for business owners and operators, not end customers – especially in the hero section.

Use tools like Hotjar to analyze scroll depth, drop-off points, and engagement with key sections to identify where users hesitated or disengaged, and prioritize updates based on real usage patterns.

Add testimonials, case studies, and integration details once the product matured and sufficient B2B usage data became available, strengthening credibility during the evaluation stage.

Enhance the support experience with clearer FAQs, documentation, and broader educational content to help prospective customers better understand how the product fits into their operations.

Early alignment shapes everything downstream
Getting product, marketing, and sales aligned upfront made it possible to move quickly, make tradeoffs with confidence, and avoid rework under a tight timeline.

Clear positioning matters more than completeness
In a product pivot, helping users quickly understand what the product is and who it’s for had more impact than trying to explain every feature.

Sales-facing clarity is critical during a pivot
The website became a practical sales tool, not just a marketing asset, reinforcing how closely product storytelling needs to support real sales conversations.

Research doesn’t have to be perfect to be useful
Even without formal usability testing, sales insights and directional traffic patterns were enough to inform priorities and make confident design decisions.