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
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 — build desire for the c-store experience, then route to /locations |
| 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 15 pages in the wireframe
- 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 — Open Decisions
What we need from you before we build
| # | Decision | Affects |
|---|---|---|
| OD-1 | Fleet card: full Intevacon portal integration, or application form only? | Fleet Card, Privacy |
| OD-2 | Careers: full ADP iframe embed, or inquiry form that hands off to ADP? | Careers, Accessibility |
| OD-3 | Location data: need full 50-station dataset from Storepoint before Phase 7 | Locations, Fuel Stores, Home |
| OD-4 | Home hero format: drone fly-through, brand video, or still imagery? | Home |
| OD-5 | June 22 shoot: all photography is placeholder until that date | Home, About, Trucking, Fuel Stores, Careers |
| OD-7 | Brand identity: designer starts June 16, delivery mid-July — gates Phase 3 | All pages |
| OD-9 | Commercial page: how much pricing detail to show publicly? | Commercial |
What We Need From Space Age Fuel
Before we can design
- Brand identity / VI files — logo files, brand colors, fonts from your designer (due June 16)
- Confirmed metrics — correct numbers for locations, fleet size, years in business
- ADP department names — exact tags SAF uses in ADP for filtered career links (see /careers)
- Home heating oil decision — consumer-facing or commercial-only? (see /commercial)
- Commercial inquiry path — structured form, or route to /contact?
Answer as you review
- Station locator format — list, map, or both? (see /locations)
- Fleet card rebate figures — confirm actual rates and payout schedule
- Department routing emails — where should each contact form category send?
- Careers nav — top-level item or stay under Commercial?
- Multi-brand display — how should Exxon and Union 76 stations appear on the locator?
- Photography confirmation — June 22 shoot locations and shots confirmed?
How to give us feedback: Use the yellow "Notes" button on any page to see open decisions, and leave your answers directly in the BugHerd feedback panel (your access link is separate). For the critical items above, a quick email to Brady works too — we'll update the wireframe and send you a fresh link.
06 — Navigate