Redesigning the ROVA Website & Mobile App

My role at Rova, an on-demand delivery platform that connects drivers to businesses, was the sole designer running the small design department. This included marketing materials, branding, website design, mobile application design, user testing, live data usage synthesis, and one-on-one development pairing.

The WEBSITE REDESIGN process

To begin the process, I did an analysis on the current website. What was working, what wasn’t working, what was the site architecture, and what were the overall goals for the new site. I went out and did some competitive analysis and exploration as well.

Next, I produced a full site architecture based on what the current one included, removing unnecessary content, and including new pages and links that were necessary for the site to be successful.

Next, I went into building wireframes for the problem area of the site - the home page. I had to make two very distinct paths for our users: a driver and a business. From research, it was clear that this had been an issue for some time on the current site.

Once the wireframes were built, I tested several versions with A/B on UsabilityHub to get a sense of whether the information and layouts were leading users on the right path. Analyzing the heat maps, short answers, and overall clicks of the designs lead me to the final wireframe.

I then began creating the moodboard and styles for the translation of the wireframe to full visual compositions. I also conducted a short exercise on the purpose and reasons for the new style with a design inception tool. Outlining the visual language, mood, and the reasons for the site updates.

Next step was translating the wireframe into the full comp, using the style guide I had created. After designing the home page, I then designed the subsequent pages for the entire site: driver page, business page, about page, enterprise page, and more. To make sure the copy I created for the business page was clear and concise, I performed a usability test asking follow up questions on the intention and purpose of the business page. After reading the results and feedback, small adjustments were made to make the content more clear.

Home page designs

Business page

Driver page

The last step in the process was to then translate the website design into tablet and mobile. All pages were translated for development. The responsive site is now live and fully functioning.

Redesigning the Rova mobile app

Throughout my work at Rova, I also redesigned the mobile driver application.

I led the redesign from branding to a completely rethought UI. I updated the functionality, the user flows, the interface design and create a whole new set of scalable interaction patterns.

Simultaneously, I conducted usability testing on the prototypes with drivers along with tracking and incorporating real usage data, to validate and iterate on the application ensuring I was serving the users’ needs.

Find key screens below.

User testing

I tested the website designs and content through usertesting.com to better understand usability of the website, track heat maps, and determine retention and understandability of the content.

As part of the mobile redesign process included a fully immersive research approach, where I delivered on Uber Eats to better understand the users’ perspective when delivering. This holistic approach allowed me to make more informed decisions with the designs before testing with actual users.