Roadr is a roadside assistance app for the worst moments on the road: a dead battery, a flat tire, a breakdown at five in the morning on the highway. The site was not driving enough downloads, and the brief was simple: make it look better.
THE CHALLENGE
Nobody downloads a roadside assistance app while already stranded. The site did need the redesign they asked for, but on its own it was never going to move the numbers, because the bigger problem was timing: it was talking to a driver already stuck on the shoulder, stressed, phone at 12%, who is not browsing an app store. An emergency app is never bought during the emergency. It sells like insurance, on a day when nothing is wrong.
THE SOLUTION
I repositioned Roadr from a rescue product to a prevention product and rebuilt the site around the day before the breakdown. The scroll moves through real scenarios with one clear action from start to finish: install it now, so it is already there when you need it. I designed the interface in Figma, built the site in Framer, and then designed the full app experience for the in-house team.
THE OUTCOME
Around a 60% increase in app downloads (client-reported).
Enough about me. Let’s talk about your next move.
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