A website redesign that modernizes a trusted medical courier brand while making essential tools and information easier to access.
Am-Tran is a leading medical logistics company that has built a competitive foothold in its regional market via word of mouth and in-person networking. Am-Tran needed an online presence that reflected its stellar reputation and contributed to business growth as well.
I worked closely with Am-Tran to redesign their website and develop a digital marketing strategy that has modernized their business, improved brand perception, generated more leads, and distinguished them from both local and national competitors.
Am-Tran's website needed to support two distinct audiences: prospects and existing customers managing their accounts. We approached the redesign with a strong foundation of UX research to undersatnd what the company wanted to communicate, what prospects needed to know, and what customers needed to do.
The resulting website pariis a modern, approachable interface with improved customer tools, making it easier to find information, manage deliveries, and engage with the company.
I partnered with Scio Motus to conduct interviews, define user groups and task flows, establish the information architecture, and create wireframes.
Am-Tran's site needed to support existing and prospective customers—a delicate balance for any business. To achieve this, a company needs to understand what they want to say, what prospects want to know, and what customers need to do. We interviewed Am-Tran's management team and a dozen Am-Tran customers to get a clear picture.
In addition to creating a seamless customer experience, I also want to have the customers feel as though we’re hitting on their own core values. The things that are important to hospitals and health care providers in general, are also important to us and something we want to express on our site.
–Jim Hobbs, President
From this research, we defined two primary user groups: information seekers and existing customers. Information seekers needed to evaluate Am-Tran's services, pricing, coverage, and reliability. Existing customers prioritized quick, dependable access to ordering, tracking, and account information.
These findings informed the site's task flows, information architecture, and interactive wireframes, providing clear direction for design and content development.
Light, dynamic, professional, personal. These are attributes define the new Am-Tran site. Each site element—color, typography, icons, buttons, and photos—is designed to embody these attributes and work as a cohesive system to communicate a clear brand message to visitors.
The redesigned website introduced new and improved tools for Am-Tran customers, including account login, delivery tracking, and a dynamic quote calculator.
Supported by API integrations, these features make essential account and delivery management functions more accessible, addressing priorities identified directly through customer research.
Am-Tran's brand identity had helped the company stand out for nearly 20 years. Rather than reinventing it, we focused on retaining its defining visual elements while updating those that felt outdated or ineffective.
The refreshed identity presents Am-Tran as a modern, capable medical logistics partner while preserving the familiarity and personality that distinguish the business.
Am-Tran's employees interact with customers every day, making the people behind the business an important part of its identity.
I directed and oversaw a custom photo session capturing real drivers and vehicles along their daily routes. The resulting imagery is honest, friendly, and inviting, giving the website an authentic, professional representation of the people and services behind the brand.
