Roil Motor Club

Overview & My Role

Roil Motor Club helps EV drivers reduce both charging costs and carbon emissions by optimizing when and how they charge their vehicles. As Design Lead, I led the end-to-end design of the mobile app, marketing website, and visual identity, transforming a complex, data-driven experience into a simple, intuitive product that encourages smarter charging habits.

Challenge

EV charging decisions are influenced by constantly changing factors including electricity prices, grid cleanliness, user schedules, and vehicle needs. The challenge was to transform this complex, data-heavy decision-making process into an intuitive mobile experience that encouraged users to make smarter charging choices without overwhelming them.

The platform leverages real-time grid data to recommend the cleanest and most cost-effective charging times, while rewarding users with cash-back incentives. My focus was on creating a mobile-first experience that reduced complexity, built trust, and motivated long-term behavioral change through thoughtful interaction design and clear, actionable insights.Designing for EV charging required balancing large amounts of real-time data with an experience that felt effortless. I prioritized the information users needed most—when to charge, projected savings, environmental impact, and earnings—using glanceable UI patterns, clear visual hierarchy, and contextual recommendations that minimized cognitive load and supported quick decision-making.

Beyond the interface itself, I helped shape the product’s behavioral design by introducing scheduling, cash-back rewards, progress tracking, and timely notifications that encouraged repeat engagement. Every interaction was designed to make sustainable charging feel intuitive, rewarding, and seamlessly integrated into users’ daily routines.

Microsite

To support the product launch, I extended the visual identity into a marketing microsite that clearly communicated Roil’s value proposition. The experience distilled complex energy concepts into a simple narrative focused on what Roil is, how it works, and the environmental and financial benefits of joining. Clear information hierarchy, concise messaging, and focused calls to action helped create a more approachable introduction to the product.

Discovery & Strategy

BRANDING & VISUAL IDENTITY

From the outset, we wanted Roil to feel less like a utility and more like a community. I developed a visual identity that reinforced the idea of membership, drawing inspiration from automotive racing badges and club patches to create a distinctive, recognizable brand.

Color played an important role in communicating the company’s mission. Yellow represented solar energy, green hydroelectric power, and blue wind energy—creating a visual system that subtly reinforced clean energy throughout the experience.

To further support the brand story, I developed a series of icons and supporting graphics around the “Replace Oil” concept, including a crossed-out oil drop that became a recurring visual element across marketing materials and the product experience.

Pitch Decks

As the founders prepared to secure early investment and strategic partnerships, I created a series of pitch decks that communicated Roil’s vision, product strategy, and market opportunity. The presentations combined clear storytelling, compelling data visualization, and a cohesive visual identity to help articulate the company’s mission to investors, grant organizations, and potential partners.

Roil successfully brought together product design, branding, and behavioral science into a cohesive experience that made sustainable charging more accessible and rewarding. By simplifying complex energy data, introducing meaningful incentives, and creating a recognizable brand identity, the platform established a strong foundation for future product growth and user adoption.