Roole Premium
A driving score is only useful if people understand what shaped it and what to do next. Within Roole’s product team, I worked across onboarding, driving analysis, claims and partner offers, with a particular focus on rebuilding the driving-tracking experience. The challenge was to turn complex vehicle and behavioural data into guidance that felt relevant rather than judgemental.
My contribution
Product design · User research · Prototyping · Design system
The team
Product managers · iOS and Android engineers · Tech lead · Product leadership
Year
2023
Find the comprehension problem behind engagement
User interviews and a competitive review showed that drivers struggled to interpret their scores and connect recommendations to their own behaviour. That shifted the brief from “refresh the dashboard” to making feedback understandable and actionable.
Design guidance, not competition
We explored social comparison, but prioritised personal trends and recommendations over ranking drivers against one another. The experience needed to encourage improvement without turning safety into a game.
Reduce friction at sensitive moments
Beyond driving data, I redesigned permission onboarding and contributed to claim reporting. Clear sequencing and language mattered especially when requesting Bluetooth or location access, or when a member was already dealing with an incident.
Deliver through the product system
I tested prototypes with active members, refined the wording and documented reusable components. Working in product sprints allowed decisions to move from research into implementation while strengthening the shared design system.
Outcome
The redesigned journeys and interface patterns were integrated into Roole’s ongoing mobile product work. The current Roole Premium app brings together driving analysis, claims, vehicle documents, maintenance and member services.
An earlier version of this case study claimed a 30% engagement increase. Without a source and measurement context that can be shown, I have removed that figure. The defensible result is the shipped product work and the clearer design rationale behind it.
It demonstrates how I connect user research, sensitive service moments and a shared product system inside an active, multidisciplinary product team.