DOZR x Synergy Equipment logo image

Bringing brand parity to Synergy’s construction equipment store with DOZR

DOZR x Synergy desktop and mobile view of website


Web (Webflow)




Frontend Development

Webflow Development

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ABOUT Synergy Equipment & DOZR

Established in 2012, Synergy Equipment is an exceptional business in the compact and heavy equipment industry that builds on a symbolic relationship between the equipment rental and equipment dealership worlds. They provide multiple lines of equipment manufactures to cater the needs of a wide variety of customers from large commercial construction to local sub-contractors and general contractors.

DOZR is the largest online equipment rental marketplace offering equipment from suppliers ranging from large national rental houses to small regional rental companies. Contractors can search for equipment, compare pricing from their favourite suppliers and book instantly all under one DOZR account.

Synergy partnered up with DOZR to power their rental equipment storefront, and upon doing so approached Lazer to rebrand and redesign web platform.

Our Approach

Upon partnering up with DOZR, our goal was to redesign Synergy Equipment's storefront to bring brand parity, rethink key user flows, improve conversion rates, and develop a working storefront as quickly as possible.

Image of the 3 stes of the approach: Research, Ideate, and Design
Icon of the number one

Research and ideating pain points from small and medium-sized enterprises

Knowing that engagement and conversion was important, we conducted numerous interviews with key small and medium-sized enterprises to identify existing pain points and challenges with the platform. We also conducted an in-depth competitor analysis to see what worked well and didn’t work well with other platforms. We decided to start from scratch, which meant designing brand new system flows, sitemaps, and wireframes.

Tablet and Mobile view of design wireframes
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Bringing brand parity to the platform

Ensuring the storefront offered the same experience throughout was important. We developed alternative moodboards to quickly jump into design patterns and visual elements, and ensured that the user had a consistent experience now and in the future.

Image of base design system
Icon of the number three

Harnessing the power of Webflow to bring designs to life

With designs in place, we needed a web experience that could be developed quickly, but also give the Synergy Equipment team the ability to modify in the future in a non-technical manner. We decided to use Webflow for this reason as the Synergy team could leverage the Webflow CMS to edit any part of their site content simply. In addition, we leveraged Webflow’s ecommerce API to allow for a smooth checkout experience. This also played well to DOZR powering the rental equipment section of the Synergy Equipment website.

Browser view of Synergys rentals page

The Result

Designing the new Synergy Equipment Platform with DOZR yielded huge success. The new platform is sleek, easy to navigate, highly performant, and optimized for higher conversions and engagement. The new designs and web implementation, coupled with the power of DOZR, will make equipment rental a great experience.

Image of desktop view of the compact excavator page and mobile view of the search page