This client project was assigned by the redthread team.
Project Description
Our goal for 2025 is to expand our brand awareness in Nebraska and build brand awareness in Kansas. Using our existing branding, we’ll build out a website to generate leads, keep the community up to date with events, and showing the deals that are quarterly.
Client Asks
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Continually shifting consumer preferences
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Difficulty capturing customer loyalty + retention
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Fuel price volatility - which can affect foot traffic and overall profitability
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We have our ride or die U-Stop loyalists and we love them, but we want more people to be aware of what the U-Stop brand is and why they should choose U-Stop over anywhere else.
Creating A Design System
Key Takeaways from Project
When I began the U-Stop project, I knew we needed to solve a clarity issue first. The original site had all the right information—it just wasn’t easy to navigate. I sketched the first wireframes with a clear goal: make finding store locations, rewards info, and career opportunities feel fast and effortless. The wireframes became the backbone of a structure that emphasized hierarchy, ease, and mobile-first functionality.
Start with Structure, Not Just Style
One unique challenge was designing for two very different audiences: everyday customers looking for gas, food, or coffee—and job seekers interested in joining the U-Stop team. Through clean visual segmentation, intuitive menu behavior, and consistent design language, I created a layout that could serve both groups without overwhelming either. Everything had to feel connected, but purposeful.
Designing for Dual-Purpose Users
As the site moved from mockups to a living, breathing build, I focused on maintaining a tone that reflected the U-Stop brand: fast, local, and friendly. Micro-interactions, CTA placements, and subtle motion effects gave the site energy without adding clutter. The final product not only functions smoothly—it feels like U-Stop: accessible, efficient, and community-driven.