Bulk Carriers Website Revamp
Bulk Carriers is a provider of temperature-controlled and dry freight transportation. Headquartered in Prince Edward Island, Canada, their customer-centric fleet runs regular routes in Canada and the United States.
Project Goals
Establish a future-ready digital hub
Transform Bulk Carriers’ site into a central platform for both Bulk and the Kelly Group—positioning it as the go-to resource for customers, drivers, partners, and job seekers while increasing brand awareness through SEO-driven structure, cohesive storytelling, and modern design.
Improve the overall user experience
Create a more intuitive, efficient experience by resolving usability pain points and simplifying how users find information across the site.
Introduce self-service
Enable tools such as requesting a quoting and streamlined job applications to boost operational efficiency and reduce manual work for both users and internal teams.
Support long-term growth and recruitment
Design the platform to strengthen talent acquisition, scale with future needs, and open opportunities for continued digital expansion.
Target Audience
Predominantly male individuals aged 20 to 55, including professional truck drivers and businesses seeking logistics services, who value efficiency, reliability, and clear communication, and prefer quick access to job opportunities, shipment tracking, service details, and straightforward digital experiences that support fast decision-making in a time-sensitive industry.
Process
As the sole UI/UX designer on this project, I worked closely with a digital marketing specialist to ensure the site’s messaging aligned with industry-standard SEO practices—optimizing page structure, headings, and keywords to improve discoverability while keeping the content clear and user-focused. I led the end-to-end design process, including user research, sitemap creation, information architecture, wireframing, high-fidelity mockups, prototyping, and usability testing. The project followed an agile sprint-based workflow, with regular sprint reviews where I presented design solutions to key stakeholders and incorporated their feedback.
The redesign expanded the site from 8 pages in the previous version to 31 pages in the current release. Throughout the process, I focused on resolving navigation challenges and addressing real user pain points—such as visitors being unsure how to apply as international or non-citizen candidates—while clarifying core user paths by highlighting recruitment, quote requests, and service offerings so users could quickly understand what the company does and take action within seconds.
Result
The site saw increased traffic and engagement in 2025, with visitors spending more time on key pages and showing strong interest in career opportunities.
