Jun 20, 2024
Rolli
Rolli is a web app that connects journalists with trusted experts for fast, reliable discovery and outreach.
Industry
SaaS · Media Tech
Scope of work
Product strategy · Wireframes · High-fidelity · Web & Mobile design · Design system · Prototyping
Duration
8 months
Challange
Rolli started as a simple expert directory but failed to keep journalists engaged or returning.
The platform lacked advanced search, personalization, and mobile access. It felt generic, untrustworthy, and inefficient for fast-paced journalists, while experts struggled to stand out and build credibility. As a result, engagement dropped and discovery felt transactional rather than valuable.
Goal
Redesign Rolli into an engaging, trustworthy platform journalists rely on daily.
The goal was to transform Rolli from a static expert listing into a dynamic, personalized experience that supports fast discovery, builds credibility, and encourages long-term engagement for both journalists and experts.
Solution
True impact comes from solving the right engagement and trust problems first.
Using research, usability testing, and iterative prototyping, I redefined Rolli around discovery, personalization, and credibility. The redesign introduced advanced search and filtering, recommended experts, trending news, and a dedicated events calendar. A mobile-first approach, improved expert profiles, and a cohesive design system ensured clarity, scalability, and trust. As a result, Rollo evolved into a destination platform that journalists return to for insight, connection, and reliable expert discovery.
