Roam™
Elevating web usability and product exposure through a custom Webflow rebuild
Overview
Project
Roam is a rideshare community that connects people through shared routes and an innovative app. As the site evolved, its Squarespace build began to limit scalability and responsiveness within the invite-based user flow. I led the migration to Webflow, focusing on restructuring the site architecture, rebuilding components, and improving the invite experience, while preserving the existing visual design.
Question
How can we reduce friction for invite-based users, improve clarity across key entry points, and create a scalable, component-driven system that could support future growth?
Impact
Decreased project timeline by 2 weeks, increased waitlist count 33%, increased invite click-on rate by 60%
Process
Current Website Audit
Through a detailed audit, I identified inconsistencies in navigation behavior, spacing, and form interactions, particularly on mobile.
Rebuilding
I rebuilt the site in Webflow using a modular component system that emphasized consistency and reuse.
Testing
I QA-tested the site across devices and screen sizes, refining interactions and spacing, to support a smooth handoff, enabling the team to maintain and iterate without ongoing design dependency.
Project Development
Brainstorming, iterating, and problem solving
Impact
Key Design Decisions
Decision: Since I was required to stay within existing brand guidelines, I chose to maximize redesign impact by organizing the case studies into a CMS system. Why: Research showed that using consistent and predictable layouts for repeated pages of catogorized content reduces cognitive load and increases comprehension rates
Next Steps
The migration resulted in a more stable, scalable website with a clearer invite flow and improved responsiveness. Internally, the team gained a flexible system that supports faster iteration and long-term growth.
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