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Ryder System, Inc. is a major American logistics and transportation company, providing fleet management, supply chain, and transportation solutions. It operates in various sectors, offering services like vehicle leasing, transportation management, supply chain management, and maintenance for commercial fleets.
Ryder’s previous website faced several challenges:
• Modernize the digital brand identity and enhance its visual presence.
• Improve site navigation to ensure a seamless user experience.
• Create a mobile-first design to cater to the increasing use of mobile devices.
• Resolve accessibility and usability issues that were hindering user engagement.
• Implement a scalable and consistent design system for future updates.
1. Creation of a Component Design Library
To streamline the design process and ensure consistency across the website, a robust component design library was created. This library included reusable UI elements such as buttons, headers, footers, and forms, which ensured a cohesive design language throughout the site. By standardizing components, the design team was able to increase efficiency in development while also allowing for easier updates and maintenance in the future.
2. Implementation of New Digital Brand Guidelines
As part of the redesign, Ryder introduced new digital brand guidelines to reinforce its corporate identity and ensure a cohesive user experience. These guidelines included updated typography, color palettes, iconography, and imagery styles, all aimed at creating a modern, professional, and visually appealing website. The new brand guidelines ensured that the digital presence matched the company's established reputation in the logistics and transportation sector, while offering a refreshed look that appealed to both current and prospective clients.
3. Focus on Mobile Optimization
Recognizing the growing trend of mobile-first browsing, the redesigned Ryder website was optimized for mobile devices from the ground up. The mobile design was prioritized to ensure a seamless, responsive experience across all screen sizes and platforms. Features such as simplified navigation, touch-friendly buttons, and faster load times were implemented to enhance usability on smartphones and tablets. This mobile-first approach ensured that Ryder's customers could easily access vital information on the go, whether they were tracking shipments, accessing customer support, or engaging with other services.
4. Simplification of Site Navigation
One of the key pain points of the previous website was its complex and cluttered navigation. Users often found it difficult to quickly locate the information they needed. To address this, the navigation structure was simplified, with clear, intuitive categories and a more streamlined user flow. A global navigation bar was introduced, along with enhanced search functionality, allowing users to efficiently access product offerings, customer resources, and company information. By reducing cognitive load, the redesign significantly improved the overall user experience.
5. Resolution of Usability and Accessibility Issues
The redesign project also focused on resolving several usability and accessibility challenges that were limiting the website’s effectiveness. A comprehensive accessibility audit was conducted to identify areas where the site failed to meet WCAG (Web Content Accessibility Guidelines) standards. This led to the implementation of key features such as improved color contrast, text resizing options, alternative text for images, and keyboard navigation support. These updates not only made the website more inclusive for users with disabilities but also improved the general usability for all visitors, ensuring a smoother and more accessible experience.
6. Intuitive and User-Centered Design
The new design focused on enhancing the overall intuitiveness of the website. A user-centered approach was adopted, with extensive research into user behavior and feedback guiding the design decisions. The site’s layout and content were optimized to reflect the most common user goals, such as tracking shipments, getting customer support, and exploring Ryder’s service offerings. Each page was carefully crafted to ensure clarity and ease of navigation, making it simple for users to find relevant information without unnecessary friction.
The redesigned Ryder website achieved several key outcomes:
• Improved User Experience: The simplified navigation and intuitive design resulted in a more user-friendly experience. User engagement and satisfaction increased significantly, as evidenced by post-launch analytics and feedback.
• Mobile Adoption: The mobile-optimized design led to a noticeable increase in mobile traffic, with more users accessing the site via smartphones and tablets, reflecting the shift toward mobile-first behavior.
• Brand Consistency: The updated brand guidelines provided a more cohesive digital presence that reinforced Ryder’s identity, resulting in a stronger connection with users and improved brand recognition.
• Increased Accessibility: With the implementation of WCAG-compliant features, the website became more accessible to a broader range of users, including those with disabilities, which enhanced Ryder’s inclusivity and corporate responsibility.
Scalability and Future-Proofing: The component design library provided a scalable foundation for future updates, ensuring that the website could evolve as Ryder’s business needs and digital landscape changed.
The redesign of the Ryder website successfully addressed the company's goals of improving user experience, modernizing its digital presence, and ensuring accessibility. Through the creation of a comprehensive component design library, the implementation of new brand guidelines, and a focus on mobile optimization and usability, Ryder was able to deliver a website that met the needs of its diverse user base. The site’s intuitive navigation, combined with a fresh, mobile-first design, positioned Ryder to better serve its customers and adapt to future digital trends.
