INDUSTRY:
Technology / SaaS (Project Management Software)
PROJECT TYPE:
Website and UI Redesign
DURATION:
January 2025 - May 2025
ROLE:
Project Manager
intro.
Roam.io’s website no longer reflected its evolving brand or supported a smooth user experience, making it hard for visitors to navigate or understand the product. Our team set out to identify key usability issues and redesign the site and platform UI to better communicate Roam’s mission, build user trust, and improve overall engagement—ultimately strengthening Roam’s presence in a competitive project-management market.
Freelancers, small business owners, and creative professionals who use project management tools to organize tasks, manage client communication, and set accurate pricing for their services.
research.
We began by conducting in-depth research into Roam’s brand, mission, and target users to better understand its place within the project management software market. Our team also analyzed competitors to identify usability standards, visual trends, and opportunities to help Roam stand out in a crowded SaaS landscape.
After gathering insights, we used affinity mapping to organize our findings and identify recurring themes. This process revealed key issues such as unclear brand communication, inconsistent interface design, and a lack of visual hierarchy within the existing platform. These findings helped us align on the primary goals for the redesign: improving clarity, usability, and user trust.
From this research, we identified the need for a more cohesive, intuitive, and visually refined experience that communicates Roam’s purpose clearly and supports its growing user base. These insights directly informed our design direction and laid the foundation for the solution phase that followed.
result.
Our team originally planned to redesign both Roam’s website and its platform UI, but the timeline made it unrealistic to complete both at a high standard. With limited time for research, design, and testing, we strategically shifted our focus to the website. This aligned with the client’s top priority—strengthening Roam’s online presence and communicating its value more clearly. By narrowing the scope, we were able to deliver a more polished, user-friendly website with improved visuals, clearer messaging, and a more intuitive experience.
With a focused scope on the website, our team built a streamlined design system that reflects Roam’s clarity and professionalism. We emphasized clean typography, simplified layouts, and a trustworthy, confident color palette—all aimed at helping users quickly understand Roam’s value and navigate with ease.
As Project Manager, I coordinated across design, development, and content teams to keep the work aligned with client goals. Clear communication, frequent feedback loops, and internal reviews ensured we refined visuals, messaging, and structure before presenting the final directions.
The updated website delivers a polished, user-centered experience that strengthens Roam’s digital presence, clarifies its purpose, and offers a smoother, more intuitive journey for users.
