Streamlining Fleetcor’s European digital estate through a scalable website redesign

The challenge

Fleetcor operated a complex and fragmented digital estate across Europe. Multiple localised websites had evolved independently, leading to inconsistent user experiences, duplicated effort, and inefficiencies in content and design management.

To address this, Fleetcor prioritised the redesign of its EUF Reseller Website, using Germany as the first market to establish a repeatable, scalable model for future European rollouts. I worked as a Senior Designer with agency of record Hi Mum! Said Dad.

The approach

I led the early product and experience definition, focusing on creating a strong foundation rather than a one-off redesign.

Work included:

• Defining core user personas to align teams on real customer needs across markets
• Establishing a clear, scalable information architecture to replace fragmented structures
• Rapid ideation, journey mapping, and prototyping to explore and validate solutions early

To accelerate progress, I used AI-assisted tooling to generate structured content guides, ensuring clarity, consistency, and localisation-readiness across key pages.

Validation & iteration

Designs were tested with both existing customers and prospective users in the German market. These sessions surfaced practical usability and comprehension issues early, allowing us to iterate quickly and confidently.

Insights from testing directly informed refinements to navigation, content hierarchy, and page-level interactions - ensuring the final solution balanced business goals with genuine user needs.

Outcome

The Germany launch established a clear blueprint for Fleetcor’s wider European digital estate:

• A more consistent and coherent user experience
• Reduced design and content ambiguity for future markets
• A scalable structure that supports faster, more efficient rollouts

This first phase laid the groundwork for improving performance, maintainability, and customer experience across Fleetcor’s European platforms.