Buc-ees
The go-to pit stop for Texas roadtrips
The Challenge
The power of the Buc-ee’s brand lies in the unique in-store experience provided for road tripping customers. The challenge in designing their new website was to maintain the traditional feel of the brand while creating a modern digital experience for customers.
Web Design
Understanding the challenges of the current site was the first step in the design. The primary goal of the Buc-ee’s team was to modernize the site with an updated look and feel. They wanted the website to serve as a seamless experience from the store to the digital space. Emulating the busy, fun energy of the store was a key element.
With so much stock in its witty and catchy messaging, the best inspiration for design was found in the popular Buc-ee’s billboards found along Texas highways. Using animations, parallax motion, and edgy fonts helped recreate the bold, buzzing experience from the stores to the digital landscape.
Development
With hundreds of thousands of visitors each month, one of the main goals of the development process was to harness industry best practices to craft a website that exemplifies both scalability and user-friendliness. By adhering to the highest standards in development, the site not only readily adapts to future content but also simplifies the site management process so staff can easily add content and create layouts.
The Result
The new design was able to extend the same in-store energy to the online space, maintaining the exciting, world-class Buc-ee’s experience for all customers.
Within the first month after launch, Buc-ee’s saw hundreds of thousands of visitors to its new site, including the primary audience of users who are now able to easily and quickly find store locations. The new site also equipped the brand with a detailed and clear careers page to inform prospective employees about a career path with Buc-ee’s.
