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Mass Fleet
Advisor
Nolan Alessandro
Designer
Overview
Mass Fleet Advisor is a Massachusetts state-sponsored program that helps local businesses explore fleet electrification through free, customized electrification reports and fleet assessments.
The program was struggling to attract potential participants. Conducting a site audit, I found that the existing experience was not clearly communicating the program’s purpose, benefits, or what businesses could expect from participating. With these insights, I sought to redesign the website in a way that allows users to understand exactly what they are receiving as participants in the program.
Solution
The redesign focused on two goals: increasing understanding of the program and its benefits, and establishing credibility with potential participants.
The original three-page sitemap: Home, Your Fleet Advisor, and Resources, didn't provide enough structure to clearly communicate the program or answer the questions a potential participant might have.
Important information about the program's process and benefits were sparse within the “Your Fleet Advisor page”, all while there were few opportunities to establish the program's expertise and credibility.
I, alongside my team, reorganized the site around five key areas: How It Works, Why Electric Trucks, Resources, Events, and About Us.
A new “How It Works page” clearly broke down the program's process, timeline, and benefits, while “Why Electric Trucks” provided educational context
for businesses unfamiliar with fleet electrification. A new “About Us” section further established credibility by highlighting the people behind the
program and its presence in the community and an events page allowed potential participants to easily find out what in-person or webinar based events
were happening with the program.
Results
The redesigned website and broader marketing campaign helped Mass Fleet Advisor significantly increase participation. Business sign-ups doubled after we began working with the program, demonstrating the impact of clearer messaging and a more focused path to participation.
Along with the redesigned website, I was responsible for creating digital ads, social media posts, banners, posters, flyers, and business cards for the brand. I even tabled multiple events to help spread the message of the program. These deliverables aimed to meet the same goals as the website experience, to establish a clear understanding of the program, its no cost, no obligation model, and establish trust in the expertise the program provides.
