Roole Premium
Roole Premium
Roole is France’s leading automobile club, providing essential services to millions of drivers. For the Roole Premium project, the objective was to elevate the mobile application experience by identifying industry trends and implementing user centric enhancements. The focus was on creating a more sophisticated and engaging interface that not only streamlined complex features like driving tracking but also reinforced the brand’s premium positioning in the digital automotive space
My contribution
As a Product Designer Consultant for Roole, I conducted comprehensive competitive analyses to shape a strategic, user focused approach for the app. I facilitated design workshops to gather insights, which directly led to a revamped onboarding flow and a more intuitive first time user experience. One of my key achievements was the implementation of an updated driving tracking feature, providing more relevant data to users and resulting in a 30% increase in overall engagement. Additionally, I played a vital role in evolving the Roole design system, ensuring visual consistency across all digital touchpoints and significantly improving efficiency between the design and development teams.
The team
6 x Product Managers 6 x Associate Product Managers 2 x Front iOS and Android Engineers 1 x Tech Lead 1 x Head Of Product
Year
2023
My Role & Methodological Approach at Roole
During my time at Roole, I operated within a Scrum framework, collaborating closely with Product Managers on 2 to 4 week sprints. As this agile culture was evolving, I took the initiative to establish new design processes, notably for conducting and documenting user interviews. I also played a key role in the Design Community, where we ensured cross product consistency through the continuous evolution of our Design System.
Key Contributions
- Onboarding & Control Center: Redesigned the activation flow for essential permissions (Bluetooth, GPS) to ensure a seamless first time user experience.
- Driving Tracking Overhaul: Completely revamped the service, leading to a 30% increase in user engagement.
- Claim Reporting: Streamlined the user flow for reporting claims to reduce friction during stressful user moments.
- Partnership Ecosystem: Redesigned the commercial offer pages to better showcase partner value propositions.
The Design Process: From Insight to Delivery
1. Discovery & Exploratory Phase
To address a drop in user engagement, I conducted deep dive user interviews in collaboration with Product Managers. Combined with a rigorous benchmark analysis of industry trends, we identified that users struggled to understand their driving scores and the relevance of our recommendations. This diagnostic led to the strategic decision to overhaul the driving tracking feature.
2. Ideation & Iterative Development
I facilitated co creation workshops with various stakeholders to brainstorm new ways of presenting driving data. We explored several concepts, such as social benchmarking (comparing scores with other drivers), which were then translated into detailed user flows to map out the new experience.
3. Prototyping & Validation
I developed wireframes and high fidelity prototypes that were refined through iterative review cycles with Product Managers. This ensured that the visual representation of driving scores was both intuitive and technically feasible before moving to the testing phase.
4. User Testing & Feedback
Before deployment, I conducted usability testing with a panel of active Roole users. These sessions were instrumental in refining the wording of our recommendations, ensuring they provided maximum value and were easily understood by our community.
5. Development Handoff & Quality Assurance
Once the design was validated, I prepared a comprehensive handoff by breaking down the product into developer ready sprints. I documented all UI rules and updated the Design System to ensure that the final implementation was pixel perfect and consistent with our high fidelity mockups.