When I first heard about Flex, I was hooked. Their pitch wasn’t “a better moving company”, it was “infrastructure for moving, built like Uber.”

That’s a big promise. But when I looked at their site and flows, the story wasn’t matching the vision. The homepage was functional but generic, the flows felt clunky, and the unique value of Flex (trailers, no surge, systematic reliability) wasn’t coming through.

That’s where I stepped in: to give Flex a design system, voice, and website experience that could carry their ambition.

Make Flex feel like a tech company, not a mover.

Show the difference in a way that’s self-evident.

Simplify the experience: less explaining, more “of course this works.”

Redesign the booking flows to feel fast, visual, and mobile-first.

The founders made it clear: no fluff, no hype, no cheesy moving-company clichés.

The brand needed to speak with quiet confidence. Not “trust us, we’re reliable,” but “Your items arrive when scheduled.”

Visually, I drew inspiration from Uber, Flybox, and clean SaaS sites: bold typography, systematic grids, purposeful motion. Yellow + Navy became the anchors, energy and trust - with white and gray giving breathing space.

The homepage is where we set the tone.

The old one buried the value. The new one worked like a story:

1. Hero with instant booking widget.

2. Three core promises (same-day, no surge, actually reliable).

3. Comparison grid - Flex vs. traditional movers.

4. Real social proof - videos, testimonials, numbers.

5. Strong CTA repeated where it matters.

Instead of trying to convince, the page just laid out the facts. It finally felt like Flex.

With the homepage locked, we split into Storage and Deliveries pages.

• Storage page told the story of “load once, skip the storage unit.” It highlighted the trailer as the hero - wide doors, ramps, climate control, secure locks.

• Deliveries page leaned into speed and transparency. We added a use-cases block (business, residential, events) and a stats section to make the reliability tangible.

Both pages reused the homepage skeleton but with focused storytelling. Consistency without duplication.

This was where the design came alive.

We wanted users to see the trailer not as “equipment,” but as a product.

I designed a “Meet the Trailer” section with visuals, interactive size options, and feature cards: ramps, side doors, climate tech, and security. Then, a clean size comparison between Medium and Large - like a product spec sheet.

It turned the trailer into something aspirational, not just functional.

Next came the Locations page.

We used a map of the U.S., highlighting where Flex was already live and where it was “coming soon.” Underneath, a list of supported states and future ones.

It positioned Flex as more than local - an infrastructure system scaling across the country.

Finally, the heart of the experience: booking flows.

The old flows felt like forms. I redesigned them to feel like steps in a journey:

• Progress bar at the top.

• Cards for choices (sizes, service type, extras).

• Sticky “Continue” button on mobile.

• Price updates at every step.

Instead of overwhelming, the flows became fast, visual, transparent.

• Balancing consumer clarity with investor polish.

• Resisting the urge to “sell” and instead letting the system speak for itself.

• Keeping multiple new pages consistent while tailoring the voice for each.

• A homepage that actually tells Flex’s story.

• Storage, Deliveries, Units, and Locations pages that scale the vision.

• Booking flows rebuilt to be clear, systematic, and mobile-first.

• A design system rooted in confidence and clarity.

Flex now looks and feels like what it is: the infrastructure for moving and storage - not just another mover.