top of page
Group 118.png

Roof is a first of its kind digital home service marketplace launched in 2020 that connects our customers with our trusted & vetted service providers

Roof iphones mockup.png

Marketing Capaign ​- Roof App

Role ​- Product Designer / Creative Lead

Objective ​- Product Launch and Brand Identity/Strategy

The Problem:

The UAE offers many home service providers, however, the majority are unreliable and inconsistent with the quality of service they provide. Consumers would also have to contact multiple providers and go through a trial and error process before finding their preferred provider, which takes up a lot of time.

The Objective:

To offer the customer a single platform that showcases the best of all home services required in terms of reliability, consistency, value for money and customer service.

The Strategic Approach:

We developed a list of key stakeholders and held a workshop to understand what they each viewed as the most important function of the app. We then aligned and prioritised them together so that everyone was on board. We held focus groups and conducted surveys to research the current market trends and Roof's competitors.


After reviewing and analysing this data I was able to create customer personas, develop journey maps, crazy 8's, doodling, apply solution voting and draw storyboards.


I then created the low fi prototypes and tested it on a sample of potential end-users. We reviewed the feedback with the key stakeholders and defined the next steps and best way to proceed.


Reimagining the journey

On the surface, the client’s journey appeared straightforward; however, they wanted to showcase and explain all of their services on the opening page. To prevent this from becoming overwhelming and leading to a negative customer experience, we developed an information architecture that grouped similar experiences together. We also used relevant icons to identify these groups, effectively reducing clutter. This approach simplified the customer journey, resulting in an end-user experience that was simple, informative, and user-friendly across both the app and website.

The Website & App

Upon analyzing the data, consumer demographics, and additional research relevant to the region, we concluded that the app should exclusively handle service bookings. In contrast, the website would function as an information hub, featuring links that direct customers towards the app.
Project Learnings
Building a strong journey foundation was essential before we started mocking up the layout. This approach ensured that, in collaboration with the client, we consistently referred back to the journey map, keeping us focused on the key functions required for the app. Creating wireframes and testing at the earliest stages was a critical step towards the success of this project.
Main Features

We determined that the homepage should enable the customer to engage in a variety of actions, including:


  1. Viewing and booking services.

  2. Referring a friend.

  3. Browsing the latest deals and offers.

  4. Learning about Roof's Unique Selling Points (USPs) and vetting process.

  5. Watching the 'About Roof' video.

  6. Checking the calendar and receiving alerts.

  7. Switching the language between English and Arabic.

  8. Conducting searches.

  9. Viewing their profile.

  10. Accessing the menu."

Roof app sketch@2x.png
Roof app & website
roof devices1.jpg
roof man iphone.jpg



User Experience

Asset 1@4x.png
dc logo.png



Coming Soon

Signature central AHR Private Wealth_4x.png
EGG LOGO 1.png
DC_The Big Squeeze logo_4x_edited.png
bottom of page