Driver Website Redesign
Role
Graphic & UX/UI Designer
Scope
Website design, branding, creative direction, photography, content creation
Client
Driver Technologies, Inc.
Timeline
2022-2023
Overview & Content
Working closely with the marketing team, I refreshed the company’s website to better reflect its evolving brand, product, and purpose. The redesign created a more cohesive and up-to-date experience for potential clients and business partners, while also providing everyday app users with a clearer understanding of the product. I developed an new design system and style guide to align with the company’s updated visual identity.
Background & Goals
1
Content Creation
2
Design Implementation
3
Background & Redesign Goals
As the startup evolved, its product, audience, and focus grew beyond what the existing website was communicating. Driver’s main products were an app that transforms a smartphone into a dash cam and a cloud-based platform where data collected during trips transformed into driving insights and feedback. The company served a diverse range of users—from rideshare drivers and fleet enterprises to insurance providers and everyday safety-conscious drivers.
The website redesign aimed to create a clearer, more engaging digital presence that reflected the company’s values and evolution while communicating its offerings, use cases, and value proposition. The result needed to make the technology feel approachable and accessible while highlighting the company’s commitment to driving safety, data-driven insights, and robust cloud platform.
Content Creation
Photography
To better showcase the product’s features and real-world use cases, we organized a photoshoot to create custom imagery for the website. I helped develop the shot list and provided creative direction throughout the shoot. The resulting photos aided the story we were telling on the website, while creating a more cohesive and authentic visual identity.
Style Guide
Informed by the logo and previous color palette, and inspired by clean and uncomplicated design seen across tech websites, I developed a design system and guidelines to apply to the webpages. This included defining color scheme, typography and hierarchy, spacing, and other design components.
Design Assets
The design assets I created included edited photography, isolated app components, icons, illustrations, charts, and other elements for visual context as needed.
Design Implementation
As our marketing guru refined website copy, I used the story we were generating to guide visual design and create supporting elements for each piece of content. We worked page by page, beginning with a homepage that communicated the company’s core value proposition, followed by more detailed pages that explained products, goals, and applications for both consumers and businesses.
Driver Technologies
