Space Age Fuel · Phase 1 Wireframe
Site Strategy & Walkthrough
Structure, content strategy, and open decisions for Phase 1. Read this first, then click into any page to review.
How to use this wireframe
- Lo-fi only — no brand colors, custom fonts, or photography yet. Gray boxes are image placeholders. Structure and content are real; visual polish follows Phase 3 (brand identity delivery).
- Notes panel — every page has a yellow Notes tab on the right edge. Click it to see page strategy and items that need your input.
- Your job — review structure and content, answer open decisions, flag anything that feels wrong. Visual approval comes later.
- Start with the User Flow Map (link at the bottom) — it shows how every page connects and which path each audience takes.
01 — Strategic Context
Why this site is structured the way it is
- Three distinct audiences, one site — consumers finding a station, commercial buyers evaluating SAF as a fuel supplier, fleet operators considering the card program. The structure routes each audience fast without making them wade through content that isn't for them.
- Hub-and-spoke model — Home establishes trust and regional scale for everyone, then splits into three paths. Consumers go to /locations. Commercial buyers enter at /commercial, then route to /fleet-card, /trucking, or /contact. The "more than gas" story (/fuel-stores) stays separate so it doesn't dilute B2B credibility pages.
02 — Audiences
Who lands here and where they go
Audience 1
Consumer
Local drivers, boaters, RV owners, small-engine users looking for a station — specifically for amenities like ethanol-free fuel, car wash, or a diesel canopy.
Entry
Home, direct search
Destination /locations /fuel-stores /stores
Audience 2
Commercial Buyer
Businesses evaluating SAF as a wholesale fuel supplier, heating oil provider, or logistics partner. Decision-maker, often the owner or ops director of a mid-size company.
Entry
Home, /commercial, referral
Destination /commercial /trucking /fleet-card /contact
Audience 3
Fleet Operator
Fleet managers or owners with multiple vehicles — a subset of commercial buyers with a specific product need: fuel card coverage, rebates, and a quick application rather than a full service evaluation.
Entry
Home, /commercial, search
Destination /fleet-card /contact
03 — Page Map
Every page and what job it does
| Page | Audience | Primary job |
|---|---|---|
| Home | All | Establish trust + regional scale, then route each audience to their right path |
| Locations | Consumer | Map-first station finder — find a station near me, see what amenities it has |
| Fuel Stores | Consumer | "More than gas" brand story — amenities, c-store preview, ethanol-free; routes to /locations and /stores |
| ↳ Stores | Consumer | C-store experience detail — accessed via Fuel Stores; not in top nav |
| Commercial | B2B | B2B hub — establish commercial scale, route to the right sub-service |
| Fleet Card | B2B | Convert fleet operators — proof of network + Intevacon rebates → application |
| Trucking | B2B | Proof of logistics capability for hauling partners + driver recruiting |
| About | All / Brand | Trust and heritage — humanize SAF for commercial prospects doing a "who are these people" check |
| Careers | Mixed | CDL driver recruiting (primary) + general roles (secondary) via ADP integration |
| Contact | All | Single entry point for all inquiries — intent-routed to the right department |
| Shop | Phase 2 | Branded merch placeholder — commerce launches Q4 2026 after vendor confirmation |
| Privacy | Legal | CCPA / OCPA compliance — required before launch (currently 404 on live site) |
| Terms | Legal | Use terms + pricing disclaimers — required before launch (currently 404) |
| Accessibility | Legal | ADA accessibility statement — required before launch (currently 404, active legal gap) |
04 — Scope
What's in Phase 1, what's deferred
✓ Phase 1 — this build
- All 14 pages in the wireframe (10 content + Shop + 3 legal)
- Mapbox station locator (50 locations, filter by amenity)
- Contact form with department routing
- Fleet card inquiry + application form
- Careers page with ADP integration
- Privacy, Terms, Accessibility compliance pages
- LocalBusiness JSON-LD schema for local SEO
- Full visual design system (after brand identity delivery, Phase 3)
↳ Deferred / out of scope
- Branded merch shop (Phase 2, Q4 2026)
- Per-location detail pages (station detail is in-map panel only)
- Blog or news section
- Customer login or account portal
- Real-time fuel pricing
- Live Intevacon portal (Phase 2, if OD-1 confirms it)
- Multi-language support
05 — What We Need From You
A short list to keep this moving
Two kinds of input. The first group is what we're waiting on to keep building — until it lands, parts of the site stay in placeholder. The second group you can answer as you click through; none of it blocks us.
To keep building — we're waiting on these
- Brand files — logo, colors, and fonts from your designer (expected June 16). The site stays in this gray wireframe until they arrive.
- Confirmed numbers — locations, fleet size, years in business. We're on placeholders today.
- Your station data — the full 50-location list from Storepoint, with hours and amenities. It powers the map.
- ADP department names — the exact tags you use, so the Careers links filter to the right roles.
- Four decisions that shape the build:
- Fleet card — the full Intevacon portal, or a simple application form?
- Careers — embed ADP directly, or a short form that hands off to it?
- Home heating oil — show it to consumers, or keep it commercial-only?
- Commercial inquiries — a dedicated form, or route them through Contact?
Confirm as you review — answer in the wireframe
- The locator — map, list, or both?
- Fleet card rebate figures — the real rates and payout schedule.
- Where each Contact-form category should email.
- Careers — a top-level nav item, or kept under Commercial?
- How your Exxon and Union 76 stations should appear on the map.
- How much commercial pricing to show publicly.
- The store concept — is there a brand name, or do we lead with "Space Age Stores"?
- Home hero and photography — both ride on the June 22 shoot.
How to send it back: every page has a yellow Notes tab — click it for that page's open items, then drop your answers in the BugHerd panel (your link comes separately). For the bigger items above, an email to Brady works too, and we'll send a fresh link once it's updated.
06 — Navigate