Designing Proof at Scale
Making total cost visible, credible, and actionable
Project type
B2B website
Year
2018
Client
Circle K Europe / SMFB
My role
Design Director / Senior Designer
Circle K operates across multiple European markets. Their value proposition was strong. But it wasn’t clear. Reducing transportation cost isn’t about fuel alone. It’s about everything around it. The challenge was to make that system visible — across languages, markets, and touchpoints.
My Role
I led the concept and design end-to-end.
Defined the core idea and system
Designed all UX/UI and interactions
Created motion and visual language
Worked closely with development on a backend-driven, multi-market platform
Problem
Trust doesn’t come from what you say.
It comes from what you can prove.
The issue wasn’t messaging.
It was the missing connection between system and outcome.
Proof wasn’t supporting content.
It was the product signal.
Reframing
Instead of explaining total cost of ownership,
the platform needed to demonstrate it.
From communication → to validation.
System Design
At the center sits the customer’s business.
Around it, the drivers of cost:
Network
Products
Driver comfort
Cards & services
Security
Environment
Individually, they are features.
Together, they define total cost.
From System to Product
The platform is built on three mechanisms:
Understanding
A clear model shows how costs connect
Proof
Real outcomes validate each part of the system
Trust
Consistency across markets reinforces credibility
The result is not a website.
It’s a system users can evaluate.
Solution — Platform
A multi-language, backend-driven B2B platform designed to scale across Europe.
Core components:
Modular design system across markets
Testimonials integrated into system logic
Visual language reducing reliance on text
Scalable architecture for localization
User Experience
Users don’t browse.
They understand.
They see how cost is structured.
They see where inefficiencies happen.
They see others achieving measurable results.
The experience shifts from interpretation → to evaluation.
Impact
The platform shifts the conversation.
From claims → to proof
From fragmented services → to a connected system
From assumption → to visibility
It creates a shared understanding of total cost across markets, and a foundation for future services.
Key Insight
This wasn’t a messaging problem.
It was a visibility problem.
We didn’t design a website.
We designed proof into the system.
