ROVI Laboratories
WIREFRAMING
UX/UI DESIGN
Role
Head UX/UI Designer
Tools
Adobe Photoshop
Team
1 UX, 1 Business, 2 Developer
Project background
Rovi is a pharmaceutical company with an international presence. For years, the brand has grown and consolidated its position in different countries, adapting easily to each market.
This decentralized growth resulted in a collection of distinct digital experiences, each carefully crafted but lacking a shared vision.
As a result, brand identity has become fragmented. Users don’t always understand what the brand is or what it stands for, because the voice changes depending on the platform.
Project purpose
Unify the brand’s presence globally, establishing a common language that serves as a basis for future developments.
This shared language will not be limited to the visual aspect alone; it will also encompass the structure, the tone of communication, and the principles that guide the digital experience.
Finding patterns
The research focused on thoroughly understanding the brand‘s websites: their structure, content hierarchy, visual patterns, and interaction.
The analysis revealed common usage patterns across the sites, as well as redundant or inconsistent elements. This allowed for informed decisions: unifying elements that performed similar functions, eliminating duplicates, and creating a more streamlined system.
As a result, the number of required structures was reduced by 34%, simplifying site maintenance and future scalability. But above all, this work laid the foundation for building a common visual language, streamlining the existing digital ecosystem to design better user experiences.
Prototyping & Wireframing
The prototyping phase began with a mapping exercise, where the most representative user flows were analyzed to understand key behaviors, from search to conversion.
From these flows, functional wireframes were created that served both to map the current experience and to align teams and identify points of friction: unnecessary steps, inconsistencies, or conversion barriers.
This allowed for the diagnosis of real problems and the establishment of a solid foundation for designing more coherent, usable solutions aligned with the overall brand vision.
Ultimately, the wireframes helped transform a fragmented digital ecosystem into a user-centered design opportunity guided by strategic decisions.
Hi-fi
Design
With the visual system defined and validated during the prototyping phase, the progressive reconstruction of the brand’s web ecosystem began.
This phase was not merely an aesthetic update, but a structural transformation based on a coherent architecture, a unified visual narrative, and a modular system adaptable to different contexts.
The rollout began with the flagship site in the Spanish market, which served as a benchmark. From there, the new design was implemented gradually across regional sites, always respecting the cultural, linguistic, and functional particularities of each market, without compromising the overall brand consistency.
What we learned from the process
As a closing note to the project, these are the main conclusions obtained.
Initial research revealed a fragmented digital experience, which was solved with a common visual system, capable of ensuring consistency without sacrificing the flexibility needed to respond to local contexts.
The prototyping phase allowed us to map the main user flows, detect points of friction, and validate structural decisions through functional wireframes, which were the basis for a robust visual framework.
The redesign was done gradually to minimize the impact on the brand.
The new system reduced complexity creating a unified, scalable, and long-term sustainable brand experience.