Designing a modular, scalable website to support Bobtail's mission of empowering truckers with accessible financial services.

Bobtail provides essential factoring services that help truckers eliminate inefficiencies in the supply chain and grow their businesses. With a deep understanding of the trucking industry's unique challenges, Bobtail needed a website experience that would reflect their commitment to the community they serve while supporting their ambitious growth plans. Our work focused on reimagining their digital presence with improved information architecture, systematic design, and innovative features specifically tailored to the trucking lifestyle.

What we did

—  Strategy Development
—  Information Architecture and Content Strategy
—  Website Design

Supporting growth while honoring trucking heritage

Bobtail stood at a critical inflection point in their business journey. Having established themselves as a trusted provider of financial services to the trucking community, they were ready to expand their market presence and scale their operations. However, their existing website didn't reflect the quality of their services or the scope of their vision.

The challenge was twofold: create a digital experience that would attract new customers in a competitive market while also serving as a recruitment tool for top talent as the company expanded. The website needed to communicate Bobtail's deep understanding of truckers' needs while presenting their sophisticated financial solutions in an accessible, trustworthy manner.

Most importantly, the design needed to respect the unique lifestyle of truckers—professionals who are constantly on the move with limited time to engage with traditional web content.
We began by immersing ourselves in Bobtail's world, gaining insight into both the financial services they provide and the distinctive needs of their trucking audience. Working closely with Bobtail's leadership team, we explored the pain points that truckers face in managing their finances and how Bobtail's services address these challenges.

Building for trust and accessibility

Our strategic approach focused on creating a website that would establish trust, communicate value clearly, and deliver content in formats accessible to truckers on the move. We identified three key pillars that would guide the redesign:

Transparent Communication: Present Bobtail's factoring services with clarity and straightforward language, avoiding financial jargon while still conveying expertise.

Trucker-Centric Design: Create an interface and content strategy specifically tailored to the trucking lifestyle, with consideration for mobile access, limited time, and on-the-road usage patterns.

Scalable Foundation: Design a system that could grow alongside Bobtail, accommodating new services, content needs, and technological advancements without requiring a complete redesign.

These strategic pillars informed every aspect of the redesign, from information architecture to visual design to content formats.

Intuitive pathways for diverse audiences

The website redesign features a carefully crafted information architecture that guides different user types—from owner-operators to fleet managers to potential employees—through relevant content pathways. The navigation system prioritizes clarity and efficiency, allowing users to quickly find the information most relevant to their needs.

We designed a progressive content model that presents key value propositions upfront while allowing users to explore service details at their preferred depth. This approach respects the time constraints of truckers while still providing comprehensive information for those who want to dive deeper.

The interface design emphasizes readability and ease of use across devices, with special attention to mobile optimization for users accessing the site on the road. Large touch targets, clear visual hierarchies, and straightforward interactions ensure a frustration-free experience even in challenging usage environments.