Solo Designer
Product Design
Rapid Prototyping
Interaction Design
UX Analysis
Visit Rollover.co.nz
TEAM
TIMELINE
10 weeks (Design Phase)
3 months (Development Phase), Launched November, 2023
CREATED AS:
Freelance Designer
SATISFACTION LEVEL
100%
Recieved multiple bonuses for good work.
The Client
Rollover enables users to explore various dog listings and access comprehensive details about them. Dog owners can showcase their dogs by creating profiles, sharing information, and even advertising them. Additionally, breeders can connect with dogs for mating, acquire specific semen types, purchase entire dogs, or promote their dogs with extensive details and so much more.
The Challenge
I was tasked with creating a comprehensive product aiming to be the go-to platform for dog enthusiasts worldwide, with a focus on the American market. My goal was to enhance the existing product by introducing a more compelling design to boost user retention and engagement.
Initially, their idea was detailed but included repetitive features. Through the design process, I recommended eliminating redundancy. We did tests with users to see what they liked. Based on that, we added in more important things. The result is a user-friendly website with loads of interesting features catering to the diverse needs of dog lovers globally.
HOME PAGE DESIGN DIRECTION
SINGLE DOG DESCRIPTION
BUSINESS PAGE WITH EACH LISTING BY BREEDER
WHEN THERE'S NO SEARCH RESULTS
LOGIN PAGE FOR USERS (DOG BREEDERS)
LISTINGS PAGE WITH SEARCH EXPERIENCE
CREATE LISTINGS PAGE (LISTING CONTENT)
CREATE LISTINGS PAGE (LISTING CONTENT)
TRAINING RESOURCES FOR BREEDERS
WATCHLIST PAGE DESIGN
During the first 2 months of working on this product, the client and I exchanged many emails and had numerous discussions. I documented the entire process of our discussions as a reference when working. As the sole designer, I provided the client with design advice and different approaches to consider.
My task was to design the website to be visually appealing, very simple to use and would get dog lovers excited. I designed:
A showcase slider on the landing page to give importance to the featured dog listings.
Display for all dog breeds available on the website.
Different webpages including FAQs, 404, terms and privacy policy.
The experience of signing up as a dog breeder and choosing a membership plan focusing on user retention at this point.
Email verification process and successful flow after the signup.
The dog listings page for different versions of when logged in and when logged out.
The breeder entry point to their dashboard on the listing page.
The business/breeder's profile and their dog ranks including champion dogs and pedigree charts.
The single listings for each dog descriptions inclduing the full details.
Empty states, style guides and components.
Breeder's dashboard depending on their plan including their listings, membership plans selection, dog training & tips resources, watchlist and profile.
The entire create listings flow for featured listings and normal listings and also how to set a champion dog.
The pedigree chart flow 🔥
THE HOMEPAGE (BEFORE & AFTER)
The edit profile and membership plans page, each are a focused on being as simple and alluring as possiple.
Breeders dashboard with data and information architechture and membership plans and pricings.
The confirmation page after creating a dog listing and a breakdown if there are extra payments to be made depending on the features that the users opted into.
Training resources including videos and resources to help teach dog breeders on how to take care of dogs better.
The pedigree chart was a huge reinvention to help give more details and advertise dogs. This feature has not been made before so I paid attention to the experience innovation and also took several validations of the design directions I took.
Before & After - In the initial stages of designing the pedigree chart, my first iteration on the left was based on UX assumptions. Subsequently, following a series of user testing sessions with actual dog breeders, the second version prioritized clarity and a carefully structured hierarchy from top to bottom. This emphasis on user-friendliness was crucial for the effectiveness of the pedigree chart.
Details of the admin dashboards for the creators of Rollover. They can control and view all listings by everyone, and also add resources etc. I created a style guide as well and backed up the different states.
