About
Rover Tour is an Italian buyer agency that helps entrepreneurs from all around the world to buy quality brand goods in Italy.
The Rover Tour website pages were in need of some love. There wasn’t scope for a full redesign, so I had to work with what was there and give it a facelift. This case study shows that visual design alone can have a huge impact on the UX of a website.
Brand & Website Design
Rover Tour
August 2018
The Challenge
The Rover Tour website hadn’t been updated in a while and there were a bunch of known customer pain points which needed to be addressed. Our goal was to improve the user experience, modernize the aesthetic and increase conversions on service bookings. The tricky part was that there wasn’t scope for a back-end rebuild, so we had to work with what was already there and change the front end into something new. The design also should be responsive as there is 20% of customers using mobile phone for visiting the website.
Looking at the old homepage above, it’s clear that the goal was to fit everything above the fold. I suspect that it may have been a business or marketing requirement at the time. Somehow, the designer of the page managed to do it, which is actually pretty impressive. It must have been tricky as there are quite a few elements to fit on the page.
Because everything is above the fold, however, the page is quite busy and cluttered, making it difficult for users to find what they’re looking for. We used insights from analytics and user feedback on the old Rover Tour website to help inform the new design.
Designing the visuals
I put together a simple but classic business card design (above right) which was printed on thick white matte stock to give it a quality look and feel. We wanted to convey a strong, corporate company profile with a focus on mining and industry. Some examples of appropriate imagery can be seen in the mood board (above left).
With the branding figured out, it was time to start working on the website. The aim here was to design a clean and simple brochure website with an industrial feel to it. We decided that only a small sitemap was necessary as the website would be pretty light on content.
I sketched out a few quick concepts for the homepage and then got straight into Sketch. We decided to center the homepage on an image collage that slowly fades from one image to the next. Circle and black & white colors are used throughout to be consistent with the logo design.