Full design discovery and a custom redesign for a Colorado toll road

The Problem

E-470 struggled with an old website that made content editing and management tedious and cumbersome. The site design was outdated and in need of a full redesign, and the most visited page on the site, a calculator application for calculating tolls had a poor user interface and was difficult to use.

The Solution

Fruition completed a full design discovery process to understand the precise needs of the E-470 team and the E-470.com user including competitive analysis, user flow analysis, stakeholder interviews, persona development, brand voice exercises and more to development a truly custom design. Fruition set a component-based development approach to allow easier content administration and underwent an extensive technical discovery of the toll calculator in preparation for a total rebuild.

The Outcome

The site voice and tone befits reflects the brand and company message behind E-470. The site architecture and user flow to point of engagement on the site like the toll calculator and contact forms is clearer and the usability of this interactive pieces of the side is improved. Content administration and new page building has never been easier, and the E-470.com has a suite of custom page elements to build completely custom landing pages as they see fit.


Increase in conversion rate


Increase in average session duration


Improvement in bounce rate

E-470.com Homepage

E-470.com Landing Page

E-470.com Toll Calculator

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