Revving Up Online Booking
Roda is on a mission to redefine car care by making big car problems feel small. Its business model is simple: a customer-centric approach to modernizing the car care experience—pickup, repair, drop-off.
Customers book online, have their car picked up, receive a detailed report with photos and videos, approve repairs, and get their freshly washed vehicle returned. The service feels seamless, but the booking flow needed a refresh to support the company’s next stage of growth.
Over three months, I collaborated with the team to redesign the booking experience and envision Roda’s future.
Role:
Design Lead
What I Did:
Product Redesign
Web App
Figma Design System
The Vision
Redesign the booking experience to boost conversion, increase AOV, and enhance mobile optimization.
Boost Conversion
We aimed to boost site conversion by catering to multiple user archetypes, creating diverse entry points, reducing cognitive load, and enhancing the returning user experience.
We transformed a friction-filled booking flow by adding a seamless, humanized diagnostic experience that reduced cognitive load.
For repeat customers, we made it easier to pickup where they left off and manage multiple vehicles.
Increasing Average Order Value
Qualitative and quantitative data showed that unexpected service add-ons frustrated customers. To address this, we integrated related services into the booking flow to increase cart size and downstream approval rates.
We worked with the Director of Operations to map relationships between existing services and partnered with Engineering to explore AI-driven solutions.
Mobile Optimization
The service was designed for busy, on-the-go people but lacked a mobil-optimized booking flow. We improved content formatting and layout, leveraged mobile interaction patterns, and created a more dynamic experience.
The previous booking flow was too linear and rigid for dynamic cart building, so we designed a global cart with a mobile-first approach and flexible interaction patterns.
Figma Design System
Along with final designs, I created a Figma design system using primitive and semantic tokens with nested components for easy scaling and maintenance.
Process & Outcomes
I partnered with the VP of Product and Engineering to identify opportunities, redesign workflows, validate assumptions, and assess technical feasibility. Taking an agile approach, we rapidly iterated on concepts, reimagining the experience in just weeks. Post-launch, booking conversions rose by over 30%.
The Team:
Design: Nate Baker
Product: Nandhita Kumar
Engineering: Jason Harab, Paulo Mendonça
