The marketing site and brand for Roster. I designed and built it live. This is the shorter companion to the product case study: less about UX process, more about the look, the feel, and how the site proves the product instead of just describing it.
The goal
The site has one job: make someone get what Roster does, and why it’s different, in seconds.
Also, driving waitlist subscribers is the key CTA throughout the site that we’re driving users to. Communication of the product’s value through interactivity and storytelling with our profile candidate “Priya” — Priya worked at a company that’s perfect for the new role, but her job title doesn’t reveal that analysis. Roster exists to solve this data problem through shipped work and interviews, conferences, etc.
The value is subtle (it reads the work, not the job titles), so the site has to make an abstract idea feel obvious and tangible fast.
Most hiring tools feel heavy, corporate, transactional. I wanted the opposite: a light, open take on hiring, warm palette, air, and the earth to make it feel human and connected, not transactional.
The direction: light and airy
Hiring usually feels heavy. I wanted Roster to feel like a breath of fresh air.
The palette carries that: violet, soft blue, lightness. The earth motif for a sense of connection and openness, people, everywhere the work lives, brought together through the idea of fair opportunity. Roster is for finding the “underdogs” of the job search by focusing on execution over company borrowed titles. Amazing products get shaped everyday by people that are holding up the company in silence and organizations typically don’t recognize until that person(s) moved on.
Restraint over hype. The site doesn’t shout. It stays calm and open, which also keeps it consistent with the product’s feel, so moving from the site into the product has no seam. Clean and easy to scan components was the direction.
The brand logo is an R broken into pillars, the idea was to make it understated and stand in a position of strength with pillars standing upright.
The key move: show, don’t tell
The hardest thing to communicate is “we rank by the work, not the job title.” So I didn’t just say it, I let people feel it.
The title-search vs. Roster toggle: flip it and watch the ranking change in front of you. The clearest possible proof of the value.
The other live demos, ask the assistant a question, drag the priority slider to re-rank, do the same thing: they let you touch the product before you commit to it. Interactive proof beats claims and gives visual interest to the site in a way where you can feel the product.
Honest about what it reads
The “reads from these sources” section shows what Roster actually pulls from, portfolios, case studies, communities, public work, your ATS. Real, readable sources.
No pretending to see everything. The credibility comes from being specific and honest about where the signal comes from.
Designed and built
I designed and built the whole site, live, including the interactive demos, which are real working components, not static mockups.
Same discipline as the product: one type system, one color system, consistent from marketing to app.
Live
