Generate more qualified inquiries
Generate more qualified customer inquiries.
CoolFox Refrigerated Vehicles
A clearer customer journey for a specialized vehicle business.
Cool Fox builds custom refrigerated vehicles for specialized commercial needs. I redesigned its digital experience to make vehicle discovery easier, clarify the company's value, and create more direct paths from consideration to inquiry.
Overview
Bringing a specialized vehicle business into focus.
Cool Fox had built a highly specialized business around custom refrigerated vans, trucks, and trailers, but its website did not communicate that same level of expertise. Information was difficult to scan, navigation did not clearly support customer intent, and prospective customers lacked an obvious path from understanding the offering to finding the right solution and making an inquiry.
Find the right solution, fast
Quickly understand which refrigerated vehicle solution fits their operation.
Build a clearer path to contact
Create a clearer path from discovery to evaluation to contact.
Experience Audit
Auditing the existing experience.
I reviewed the existing site across navigation, content hierarchy, product discovery, credibility, and conversion pathways to identify where the experience was creating unnecessary friction for prospective customers.
Six findings shaped the redesign. Select the blue plus hotspot on any screen to read the detail behind it.
The value proposition was buried
Finding 01
Finding 01
The value proposition was buried
The homepage led with a rotating carousel of marketing messages, so nothing established what Cool Fox builds or why it is different. Visitors could read a lot, but the page never resolved into a primary action such as exploring vehicles or requesting a quote.
Information competed for attention
Finding 02
Finding 02
Information competed for attention
Dense content and an inconsistent spacing scale left every element competing for the same level of attention. Without a reliable hierarchy, visitors had to read sections in full to work out which parts were relevant to them.
Discovery required interpretation
Finding 03
Finding 03
Discovery required interpretation
Reaching a relevant vehicle meant first understanding Cool Fox's site structure and internal terminology. On mobile this was sharpest: categories, rentals, and specifications sat behind a narrow menu that made comparison difficult.
Decision-making content was missing
Finding 04
Finding 04
Decision-making content was missing
The site offered little of what customers actually weigh before inquiring: capabilities, customization, the build process, or answers to common questions. A broken video below the hero left a further gap where explanation should have been.
Proof was missing entirely
Finding 05
Finding 05
Proof was missing entirely
The original site carried no testimonials, certifications, or industry affiliations anywhere. Customers weighing a high-cost custom build had nothing to reassure them at the points of highest hesitation.
Conversion paths were fragmented
Finding 06
Finding 06
Conversion paths were fragmented
Calls to action existed, but the site did not consistently guide customers toward a quote or a conversation. The contact page also led with a form, while nearly all real inquiries arrived by phone or email.
Customer Needs & Hypotheses
Translating friction into customer needs.
Without formal customer research available, I combined the existing-site audit, business requirements from the owner, a review of the competitive landscape, and the behavior implied by the sales journey to establish a set of redesign hypotheses about what customers needed from the experience.
Competitive Landscape
Reviewing the category before designing against it.
I reviewed four regional competitors to understand how the category supports vehicle discovery, communicates technical offerings, establishes trust, and moves customers toward inquiry.
Vehicle discovery Limited
Benefits over specifications Partial
Trust & build proof Strong
Clear next step Partial
Vehicle discovery Partial
Benefits over specifications Strong
Trust & build proof Strong
Clear next step Strong
Vehicle discovery Limited
Benefits over specifications Partial
Trust & build proof Partial
Clear next step Partial
Vehicle discovery Limited
Benefits over specifications Limited
Trust & build proof Partial
Clear next step Strong
- Strong
- Clearly present and prominent
- Partial
- Present but secondary
- Limited
- Not prominent in the published experience
Ratings reflect a review of each published site, not internal capability.
Customer Needs
Strong technical credibility. Limited guidance for customers who don’t already know what they need.
I found that the category largely organizes information around products, configurations and technical specifications — an opportunity to organize Cool Fox’s experience around the customer’s decision process instead.
Four hypotheses follow, sequenced the way a customer actually moves through the decision.
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01 — Find a vehicle
Find the right vehicle
Customers need to quickly determine which vehicle type or configuration fits their operation, without first learning how Cool Fox organizes its catalog.
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02 — Understand the solution
Understand the offering
Product information should make it easy to evaluate capabilities and customization without overwhelming the customer with specifications.
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03 — Build confidence
Trust the builder
A custom refrigerated vehicle is a significant investment, making expertise, craftsmanship, and visible proof especially important.
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04 — Request a quote
Know what happens next
Inquiry should feel like the natural next step in the buying journey rather than an unrelated contact form at the end of the site.
Information Architecture
Connecting vehicle discovery, services, and direct contact.
I connected vehicle discovery, capabilities, supporting proof, and inquiry into a more intentional decision journey. Instead of expecting customers to understand Cool Fox's internal site structure, I built pathways based on what customers are trying to accomplish.
-
01
Clarify the offer immediately Make it obvious what Cool Fox builds and who it serves.
-
02
Organize around customer intent Help visitors reach relevant vehicle and service solutions using recognizable choices, so discovery relies on recognition rather than recall.
-
03
Build confidence through exploration Use product detail, craftsmanship, capabilities, and proof to reduce uncertainty.
-
04
Create a continuous path to inquiry Surface quote and contact opportunities as customer intent increases, moving high-intent customers straight into a conversation with the business.
The Solution
Turning customer questions into a clearer digital experience.
Rather than reorganizing pages, I structured the experience around the questions customers ask in order: what does Cool Fox build, do they have something for my business, can they customize it, why should I trust them, and what happens next. Each screen below answers one of those questions at the point it comes up.
Select the blue plus hotspot on any screen to see the decision behind it.
Clearer first impression
Solution 01
Design detail
Turning audience intent into clearer actions
The carousel was replaced with a single value proposition and two actions matched to two levels of intent. Call For A Free Quote resolves to whichever contact method suits the device: on desktop it moves the visitor to the contact section, where a form and full details are easier to work through, and on mobile it opens the dialer, since someone already holding a phone is one tap from the conversation. View Our Recent Builds answers the strong visitor interest in completed work, letting customers judge craftsmanship before committing. On mobile the secondary action stacks below, keeping the same priority.
Faster vehicle discovery
Solution 02
Design detail
Making vehicle discovery more recognizable
Navigation was regrouped around what customers are looking for, and the drill-downs pair each vehicle platform with its manufacturer mark. Familiar marks work as visual landmarks, so customers recognize the platform they already have in mind instead of reading every option, favoring recognition over recall. They also signal the range of commercial platforms Cool Fox builds on, adding confidence during evaluation.
Discovery that holds up on mobile
Solution 03
Design detail
Discovery that holds up on mobile
The same discovery model carries to mobile as an off-canvas menu with expandable drilldowns, so moving between vehicle categories, rentals, specs, and services does not cost the visitor their place. Manufacturer marks carry through the same way, keeping discovery recognizable on a smaller screen. Contact and financing stay visible throughout.
Reasons to choose Cool Fox
Solution 04
Design detail
Reasons to choose Cool Fox
In a category of specification-heavy competitors, the decision usually turns on a handful of factors: lead times, insulation quality, durability, and local service support. Giving these a dedicated section makes the comparison legible at a glance instead of buried in specs.
Setting expectations early
Solution 05
Design detail
Setting expectations early
Uncertainty about the process is a reason first-time buyers delay inquiring. Breaking the build into four visible stages, from consultation to delivery, sets expectations before contact rather than after it.
Matching vehicles to operations
Solution 06
Design detail
Matching vehicles to operations
Customers think in terms of their operation, not vehicle categories. The industry selector lets visitors start from what they haul and arrive at the relevant configuration, removing a step of interpretation.
Answering questions earlier
Solution 07
Design detail
Answering questions earlier
The same questions recur before every purchase: build timelines, refrigeration systems, maintenance, warranties, and service coverage. Answering them on the site removes uncertainty earlier and means inquiries arrive better qualified.
Surfacing an under-sold offering
Solution 08
Design detail
Surfacing an under-sold offering
Service and maintenance was an existing revenue stream the site barely acknowledged. Dedicated pages for refrigeration repair, preventative maintenance, diagnostics, and ongoing support give it real discovery paths and a second reason for customers to make contact.
Trust at key decision points
Solution 09
Design detail
Trust at key decision points
Testimonials, industry affiliations, and manufacturer certifications were introduced for the first time and placed where hesitation is highest, so proof reaches customers as they move deeper toward a decision.
Simpler inquiry
Solution 10
Design detail
Simpler inquiry
Almost every real inquiry arrived by phone or email, so the form was demoted in favor of direct contact. Integrated mapping and location details support customers who want to visit the shop before committing to a build.
Final Design
A stronger foundation for discovery, trust, and inquiry.
The full page shows how the journey holds together: value proposition, vehicle discovery, capabilities, proof, and inquiry in sequence. Scroll inside the display to explore the complete experience.
View live site
Responsive Experience
Extending the journey across devices.
Across responsive layouts, I preserved the same information hierarchy, product-discovery patterns, and conversion paths, while adapting deeper product content for smaller screens.
Results
Cool Fox performance improvements.
Post-launch analytics showed stronger engagement, increased site exploration, and a 36% lift in lead conversions. While design was not the only contributing factor, the results indicate that the redesigned experience helped more visitors take meaningful action.
+45%
User engagement
+53%
Page views
+36%
Lead conversions
Conclusion
A better customer experience and a foundation for growth.
I moved Cool Fox from a dated informational website to a clearer digital sales experience, restructuring the site around customer questions, product discovery, and progressive trust-building to create a more direct path from initial interest to inquiry.
It also leaves a stronger foundation for future acquisition and conversion work: the architecture, content, and inquiry paths are now structured well enough to test and improve against.
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