I designed Cruise America to move the brand from commodity rental to part of the traveler’s story. Aim: make road trips feel personal and guide renters from dream to departure. Method: mobile-first layouts, plain-language copy, transparent pricing, accessible color and type, and tools that help plan routes and compare vehicles. Strategy: a story framework anchored by Choose Your Adventure, with regional landing pages, itinerary templates, fleet comparison, and a simplified quote and booking flow. Every page points to a single primary CTA, with CRM capture that hands off to email and location teams. The result is a warm, confident experience that invites exploration and reduces friction at checkout.
Choose Your Adventure
Design strategy: mobile trip planner, route inspiration, and fleet sizing tools, with clear information architecture, primary CTAs, and upfront pricing that builds trust.
Explore
From Dream to Route
The homepage leads with the why, then the how. Big, real trip moments, map snippets, testimonials, and route cards turn browsing into planning. Each section ends with one next step.
Book
Clarity That Converts
A streamlined booking flow clarifies dates, locations, insurance, and add-ons. Fleet comparison makes sizing easy. Availability, pickup, and drop-off are crystal clear so renters book with confidence.
