A Rolls Choice Livery

This is a redesign of an outdated website for a luxury car rental company specializing in vintage Rolls Royce and Bentleys. Catering to special occasions such as weddings, proms, and anniversaries, the site captures the elegance and sophistication of the brand while providing an effortless booking experience for clients seeking timeless luxury and exclusivity.

Role: Web Designer

Project Duration: ~2 months

Tools: Figma, Canva, Adobe Photoshop, Google Sites

Awaiting client approval for publication.

Problems

#1

The website is very outdated, too plain, colour and font is inconsistent, and is not very appealing to the eye and user-friendly.

#2

Client did not know how to add Google reviews and testimonials to the website which is an instrumental feature they want to include.

Overview

A Rolls Choice Livery is a company based on Richmond Hill, Ontario and they specialize in luxury car rentals for celebrations of all types. The owner of A Rolls Choice Livery reached out to me for a complete redesign of their website and stated their requirements which I will describe more in detail below.

Initial Meeting

I met with the client and asked questions that would be deemed appropriate to set expectations for the project.

About the Business:

Can you tell me a bit about the business?

Who is the target audience?

Purpose and Goals:

What is the main goal of the website?
What specific actions do you want the user to take?

Content:
Do you have existing content that you would like to transfer over from the old to the new?
What pages do you have envisioned for the site?
Do you have a preference for the tone of the content (i.e. informative, conversational, formal, etc.)?
Do you have existing brand guidelines you want to keep?

Design Preferences:
Are there specific elements you want on any of the pages?
Any colour schemes in mind?
Any social media links to add?

User Experience:
What devices do most of your users use (i.e. desktop, mobile, tablet)?

Maintenance:
Who will be maintaining/monitoring the website?
Do you need assistance on this?

Platform Options:
Discuss platform options. Wix, WordPress, Google Sites, Framer.

Requirements Set By Client

New Logo

The client did not have the original copy of the logo, so they requested that I redesign the logo, I achieved this using Figma, getting it as close to the original as possible. The client had also requested to keep the same font.

Contact Form

The main way to contact A Rolls Choice is through their Contact Form which is to be included on the Contact page. This allows a new customer to list preferences and make the booking process more streamlined.

Design

The client had requested that the website be informative, easy to book and to contact the business, not too crowded with details and wording, and to include as many customer photos as possible to showcase the services provided for clients.

Reviews

A Rolls Choice thrives in their reviews with 100% customer satisfaction since 1985. This is crucial to include in the website as it shows the company's commitment and professionalism in their services.

Colour Theme

The client had no colour theme preference, but would like some contrast to separate sections of the home screen and the difference vehicles.

Platform Choice

Client would be the one maintaining the website, adding new photos and reviews to the page. As the client is not tech-savvy, they had requested the website to be done using Google Sites as it would be the easiest for them to maintain.

Client Original Website

Website Redesigned

An important note to point out is that I made sure at the bottom of every page, there is a button that directs the user to another page or allows the users to make an action so that it never feels like the user has reached a "dead end" of the website. Whether this is a "Contact Us" or "Discover Our Fleets" button, the user always has a next action to keep them browsing on the website.

Conclusions & Final Thoughts

What I learned from this project:

Client Communication is Key: I learned the importance of clear and ongoing communication with clients. Setting expectations early on, aligning on requirements, and managing feedback helped ensure the project stayed on track.
Translating Client Vision into Design: I gained experience in taking a client’s abstract ideas—like luxury, elegance, and sophistication—and transforming them into tangible design elements such as colours, fonts, and layouts.
Working with a Theme and Color Palette: This project taught me how to apply a cohesive colour palette and theme that reflects the brand identity. I learned how important consistency is in creating a luxurious, high-end experience that resonates with the target audience.
Responsive Design Principles: Ensuring the website looks polished on all screen sizes (desktop, tablet, mobile) could have been a learning point, especially as clients and users expect flawless experiences across devices.
Client Feedback and Revisions: I learned the value of handling feedback gracefully and using it to improve my design. Iterating based on client needs is a crucial part of web design, and this project helped sharpen that skill.

The most significant design challenge:

Translating Abstract Ideas into Concrete Design: It may have been challenging to take the client’s vision of “luxury” and “elegance” and convert those abstract ideas into practical design elements like typography, colors, and layout that capture the right feel.
Aligning Client Expectations: As my first web design project, there was a slight challenge to manage client expectations, especially when their requests or feedback didn’t align with good design principles or usability standards. For example, the client has requested for the redesign to be done on Google Sites. Google Sites does not have enough functionalities or customizations for me to achieve all of the requests that the client had asked for. So I had to find alternative designs or a different approach to achieve what the client had asked for.
Scope Creep: There might have been situations where the client wanted to add new features or functionalities late in the process, which could have stretched the scope of the project and created pressure on timelines.

Different approaches for the future:

Create a Design System or Style Guide: develop a design system or style guide that includes reusable components, typography, or colour guidelines. This ensures consistency throughout the site.
SEO Optimization for High-End Keywords: Focus on optimizing the website for high-end and event-specific keywords like "luxury wedding car rental" or "vintage Bentley for anniversary." Ensure that your SEO strategy aligns with the high-end market. This helps the website reach the right clientele who are searching for premium, luxury rental services, improving visibility and driving relevant traffic to the site.

Feel free to send me a message to ask me anything about this design project!

Welcome to my ideation space.