Roscoe
Roscoe
Roscoe
A homepage redesign for a uniform rental company to strengthen brand credibility, clearly communicate services, and create a more trustworthy, conversion-focused experience for potential business clients.
A homepage redesign for a uniform rental company to strengthen brand credibility, clearly communicate services, and create a more trustworthy, conversion-focused experience for potential business clients.
Project Type
Project Type
Website · B2B Services
Website · B2B Services
Tools
Tools
Figma · Photoshop · ChatGPT
Figma · Photoshop · ChatGPT
Role
Role
UX Research · Visual Design
UX Research · Visual Design
Timeline
Timeline
1 week
1 week
OVERVIEW
OVERVIEW
Redesigning for credibility & clarity.
Redesigning for credibility & clarity.
As part of a design assessment, I was tasked with reimagining the homepage for Roscoe, a professional uniform rental company based in Chicago. Despite its legacy and industry presence, the existing homepage failed to convey trust, clarity, or modern appeal. Outdated visuals, vague messaging, and a lack of hierarchy made it difficult for potential B2B clients to understand Roscoe’s value—or feel confident in reaching out.
As part of a design assessment, I was tasked with reimagining the homepage for Roscoe, a professional uniform rental company based in Chicago. Despite its legacy and industry presence, the existing homepage failed to convey trust, clarity, or modern appeal. Outdated visuals, vague messaging, and a lack of hierarchy made it difficult for potential B2B clients to understand Roscoe’s value—or feel confident in reaching out.
In a space where professionalism and reliability are crucial, the homepage wasn’t making the right first impression.
In a space where professionalism and reliability are crucial, the homepage wasn’t making the right first impression.
This redesign aims to reposition Roscoe as a credible, client-ready partner by improving content structure, visual design, and messaging—resulting in a more trustworthy, conversion-focused experience.
This redesign aims to reposition Roscoe as a credible, client-ready partner by improving content structure, visual design, and messaging—resulting in a more trustworthy, conversion-focused experience.
Challenge
Redesign Roscoe’s homepage to build trust, clarify offerings, and drive business inquiries—while aligning with the expectations of modern B2B buyers.
Solution
The new homepage introduces a streamlined layout, refined messaging, and a stronger visual hierarchy. Key upgrades include clear service section, testimonials section, and prominent calls-to-action that encourage engagement.
DISCOVER
DISCOVER
Understanding the problem and the people behind the clicks.
Understanding the problem and the people behind the clicks.
Before diving into design, I explored both the website and the people using it. The goal was to uncover what Roscoe’s homepage was missing—not just in terms of layout and content, but also in terms of user expectations, decision-making behavior, and trust building elements.
Before diving into design, I explored both the website and the people using it. The goal was to uncover what Roscoe’s homepage was missing—not just in terms of layout and content, but also in terms of user expectations, decision-making behavior, and trust building elements.
I analyzed competitor websites to understand industry best practices, audited Roscoe’s content and CTAs for clarity and effectiveness, and developed initial user assumptions based on the brief.
I analyzed competitor websites to understand industry best practices, audited Roscoe’s content and CTAs for clarity and effectiveness, and developed initial user assumptions based on the brief.
Key Takeaways
The primary users were operations managers, procurement managers, and HR admins from mid-to-large businesses
The interface looked generic and lacked visual hierarchy, making it hard to navigate
Visitors weren’t immediately told what Roscoe does, for whom, or why it matters
The primary users were operations managers, procurement managers, and HR admins from mid-to-large businesses
The interface looked generic and lacked visual hierarchy, making it hard to navigate
Visitors weren’t immediately told what Roscoe does, for whom, or why it matters
Key CTAs like “Request a Quote” were entirely missing from the site, leading to potential loss of high-intent business inquiries
There were no client testimonials—elements that could reassure potential customers
The mobile experience felt cramped and cluttered, not optimized for today’s browsing behaviors
Key CTAs like “Request a Quote” were entirely missing from the site, leading to potential loss of high-intent business inquiries
There were no client testimonials—elements that could reassure potential customers
The mobile experience felt cramped and cluttered, not optimized for today’s browsing behaviors
DEFINE
DEFINE
A strong brand undermined by a weak homepage.
A strong brand undermined by a weak homepage.
Roscoe’s original homepage struggled to communicate trust, clarity, and professionalism—three essentials for a B2B service provider. While the company has a long-standing legacy in uniform rental, its digital presence didn’t reflect that credibility.
Roscoe’s original homepage struggled to communicate trust, clarity, and professionalism—three essentials for a B2B service provider. While the company has a long-standing legacy in uniform rental, its digital presence didn’t reflect that credibility.
To guide the redesign, I developed a user persona focused on procurement managers, defined a clear problem statement, and set measurable success criteria to evaluate the new design.
To guide the redesign, I developed a user persona focused on procurement managers, defined a clear problem statement, and set measurable success criteria to evaluate the new design.
Problem Statement
Roscoe’s homepage failed to communicate its value proposition clearly or guide users toward action, resulting in lost trust and lower conversion rates among prospective clients.
Roscoe’s homepage failed to communicate its value proposition clearly or guide users toward action, resulting in lost trust and lower conversion rates among prospective clients.
Success Criteria
Clarity of Communication: ≥85% of users can correctly describe Roscoe’s service after a 5-second test
Engagement Rate: Increased time on page and scroll depth by at least 25%
CTA Interaction: Click-through rates on “Request a Quote” improve by ≥30%
Lead Conversion: Measurable uplift in quote requests submitted through the homepage over 60 days
Clarity of Communication: ≥85% of users can correctly describe Roscoe’s service after a 5-second test
Engagement Rate: Increased time on page and scroll depth by at least 25%
CTA Interaction: Click-through rates on “Request a Quote” improve by ≥30%
Lead Conversion: Measurable uplift in quote requests submitted through the homepage over 60 days
DEVELOP
DEVELOP
A confident redesign that reflects Roscoe’s true value.
A confident redesign that reflects Roscoe’s true value.
How might we redesign Roscoe’s homepage to instantly build trust, communicate expertise, and convert interest into action—without overwhelming the user?
How might we redesign Roscoe’s homepage to instantly build trust, communicate expertise, and convert interest into action—without overwhelming the user?
To answer this, I focused on creating a cleaner layout, clearer messaging, and a more modern visual identity. The goal was simple: make users feel confident that Roscoe is the right partner for their uniform rental needs.
To answer this, I focused on creating a cleaner layout, clearer messaging, and a more modern visual identity. The goal was simple: make users feel confident that Roscoe is the right partner for their uniform rental needs.
The redesign brings clarity, warmth, and professionalism to the forefront—positioning Roscoe as a reliable, experienced B2B partner.
The redesign brings clarity, warmth, and professionalism to the forefront—positioning Roscoe as a reliable, experienced B2B partner.
Key Improvements
A bold headline highlighting what Roscoe does and it's legacy, followed by a supporting subtext and action
A consistent color palette, refined typography, and professional imagery
A bold headline highlighting what Roscoe does and it's legacy, followed by a supporting subtext and action
A consistent color palette, refined typography, and professional imagery
Made key actions like “Request a Quote” easy to find and act on
Added a client testimonials section to build credibility
Made key actions like “Request a Quote” easy to find and act on
Added a client testimonials section to build credibility
REFINE
Optimized for mobile users.
Optimized for mobile users.
With many B2B users browsing on mobile, I redesigned the homepage to be fully responsive, ensuring a seamless experience across screen sizes. The layout was carefully adapted to prioritize readability, touch-friendly interactions, and maintain content clarity and visual consistency.
With many B2B users browsing on mobile, I redesigned the homepage to be fully responsive, ensuring a seamless experience across screen sizes. The layout was carefully adapted to prioritize readability, touch-friendly interactions, and maintain content clarity and visual consistency.
SOLUTION
A cleaner, clearer way to connect with business clients.
A cleaner, clearer way to connect with business clients.
The redesigned homepage repositions Roscoe as a trustworthy, modern uniform provider. With a refined layout, clearer messaging, and stronger trust signals, the new design helps potential clients quickly understand what Roscoe offers—and why they should care. It creates a smoother, more confident path from first visit to quote request.
The redesigned homepage repositions Roscoe as a trustworthy, modern uniform provider. With a refined layout, clearer messaging, and stronger trust signals, the new design helps potential clients quickly understand what Roscoe offers—and why they should care. It creates a smoother, more confident path from first visit to quote request.
Problems Solved
Clearly communicates Roscoe’s services and value proposition
Builds trust through client testimonials
Improves visual hierarchy for faster scanning and better engagement
Clearly communicates Roscoe’s services and value proposition
Builds trust through client testimonials
Improves visual hierarchy for faster scanning and better engagement
Makes key actions like “Request a Quote” easy to find and act on
Improves visual appeal with a modern, professional design language
Delivers a seamless, responsive experience across desktop and mobile
Makes key actions like “Request a Quote” easy to find and act on
Improves visual appeal with a modern, professional design language
Delivers a seamless, responsive experience across desktop and mobile
