Case study

Streetfleet

Streetfleet is an Australian-owned fleet leasing and management company. From the day a vehicle is ordered to the day it's replaced, they handle finance, fuel, maintenance, registration, reporting and accident management for public sector, not-for-profit, corporate and SME fleets, along with novated leasing for individual drivers.

Digital strategy

Website

Cutom Development

UX

UI

Design Systems

John Braden

General Manager, ANZ, StreetFleet

Crumb has been not only reliable and forward thinking but also willing to get their hands dirty and bring other suppliers along for the journey.

John Braden

General Manager, ANZ, StreetFleet

Crumb has been not only reliable and forward thinking but also willing to get their hands dirty and bring other suppliers along for the journey.

John Braden

General Manager, ANZ, StreetFleet

Crumb has been not only reliable and forward thinking but also willing to get their hands dirty and bring other suppliers along for the journey.

John Braden

General Manager, ANZ, StreetFleet

Crumb has been not only reliable and forward thinking but also willing to get their hands dirty and bring other suppliers along for the journey.

3 months

3 months from kick-off to launch of a website, app and portal

+10

Google avg position improved from around ~30 to around ~20 since launch

Monetisation pathways added

+10

Google avg position improved from around ~30 to around ~20 since launch

Where we started

Streetfleet had outgrown its website. The old site was dated, the CMS made simple updates hard, and the journey confused the site's two very different audiences: fleet decision-makers and novated lease drivers. Technical SEO problems held the site back in search, and enquiries arrived without proper capture or tracking, so leads slipped through.

A complete rebrand was landing at the same time. The new site had to go live with it, in three months.

How we tackled it

We started with discovery and strategy, mapping what fleet managers, drivers and employers each needed from the site before any design work began. From that groundwork we designed the UX and UI, working alongside WOAdvertising, who led the rebrand, so the new brand and new site landed as one.

Where we started

Streetfleet had outgrown its website. The old site was dated, the CMS made simple updates hard, and the journey confused the site's two very different audiences: fleet decision-makers and novated lease drivers. Technical SEO problems held the site back in search, and enquiries arrived without proper capture or tracking, so leads slipped through.

How we tackled it

We started with discovery and strategy, mapping what fleet managers, drivers and employers each needed from the site before any design work began. From that groundwork we designed the UX and UI, working alongside WOAdvertising, who led the rebrand, so the new brand and new site landed as one.

The new site had to go live with it, in three months.

What we delivered

A headless web app: React and Next.js on the front end, Sanity CMS behind it. The Streetfleet team now edits pages, publishes news and builds new sections without a developer. A novated lease calculator, powered via API by [CONFIRM: provider], lets prospects price a lease on the spot, and Salesforce integration captures every enquiry as a tracked lead.

The site also ties Streetfleet's wider platform together, connecting users to Fleet Connect, the fleet manager portal, and the Streetfleet Drivers App. [CONFIRM: Crumb's role on the portal and app, e.g. UX/UI design, front-end build, or integration only]

What changed

The new site launched in May 2026, three months after kick-off and in step with the rebrand. Content now belongs to the Streetfleet team, every lead lands in Salesforce, and the technical SEO rebuild is showing up in search: average Google position has climbed from around 30 early in the year to around 20 since launch.


View the website streetfleet.com.au

Streetfleet has worked with Crumb for the last 18 month on projects spanning web site development, customer data projects and fleet optimisation initiatives with AI.

These projects were both challenging from a time perspective, but also two in particular were breaking new ground for the fleet industry. They involved not only legacy and more current platforms but also external suppliers that where not aligned with Streetfleets development goals.

We can say with confidence that Crumb has proven instrumental in the success of all key digital projects and has made a significant impact on Streetfleet. Crumb has been not only reliable and forward thinking but also willing to get their hands dirty and bring other suppliers along for the journey. Nothing is ever a problem for Jamie and the team at Crumb, they are pleasant, hardworking and solutions focused. What we have achieved in 18 months is truly remarkable and we view Crumb as a trusted partner of Streetfleet.

John Braden

General Manager, ANZ, StreetFleet

General Manager, ANZ, StreetFleet

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