Subscribe-a-Car — Designing a New Way to Drive
Designing a premium SaaS platform that simplified subscriptions.
AWR Rostamani Group set out to launch a brand-new car-subscription platform — a digital product allowing users to browse, compare, and subscribe to vehicles online with complete transparency. The vision was to make car ownership feel as simple and flexible as a monthly streaming plan.
When I joined the project, two UX/UI sprints had been completed, and the third sprint was in progress. The lead designer went on annual leave, and I immediately took responsibility for the ongoing work — getting up to speed with existing UX documentation, flows, and functionality while maintaining project velocity.
From that point forward, I led the visual design direction, created the design system, built interactive prototypes, and handled stakeholder presentations throughout the remaining sprints.
Since this was a new product, our focus was to establish both the design identity and the experience foundation.
We aimed to:
Simplify the subscription flow to make decisions effortless.
Build trust through transparent pricing and progress visibility.
Craft a premium, modern interface aligned with the AWR brand.
Create a scalable design system to support continuous, sprint-based development.
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Sprint Integration & Design Ownership
I quickly immersed myself in the agile setup — joining sprint reviews, understanding design backlogs, and syncing with UX, dev, and product teams.
My first priority was ensuring continuity and consistency: picking up in-progress UI screens, aligning them with UX intent, and maintaining a clear visual narrative as we moved through subsequent sprints.
Visual Direction & System Creation
Once oriented, I established the core design principles:
Deep blue and white palette to convey trust and elegance.
Clean, readable typography suited for multi-tier information.
High-quality car imagery and iconography for a showroom-grade feel.
Micro-interactions to make transitions intuitive and polished.
I developed a component-based design system in Figma — including grids, color tokens, and reusable elements. This system became the foundation for future sprint iterations and minimized rework across the design-dev handoff.
Collaboration & Iteration
Working closely with the UX team, I shared feedback on micro-flows, state behaviors, and user guidance.
I also presented design progress to stakeholders at the end of each sprint — walking them through design rationale in terms of user value and business alignment, not just visuals. This approach helped build confidence and speed up approvals.
Prototyping & Validation
I created clickable prototypes to visualize end-to-end journeys, allowing both stakeholders and QA teams to experience interactions before development. Early reviews confirmed smoother navigation and a stronger premium tone across modules.
UI Audits During Development
As the product rolled out sprint-by-sprint, I conducted UI audits after each development phase. These checks ensured fidelity to design, consistency across states, and adherence to accessibility and responsive standards.
This hands-on collaboration reduced design drift and ensured that what shipped matched the intended experience.
Within twelve weeks, we launched a fully functional car-subscription MVP that looked modern, felt intuitive, and communicated trust.
Internal validation and beta feedback showed:
Improved engagement during car-comparison stages.
Faster subscription completion during pilot testing.
Consistent visual system that now guides ongoing feature releases.
Stakeholders appreciated the design’s clarity, flexibility, and long-term scalability.