Rosati Ice

Year

I served as Rosati Ice’s first UX Consultant, guiding website redesign, brand messaging, and service design strategies during a pivotal shift to spotlight their all-natural Italian ice line.

Results

Tools

I delivered actionable feedback that improved usability, accessibility, and brand cohesion across digital, print, and in-person experiences, driving stronger consumer engagement.

2025

Service

Scope

Contract-based (long-term)

Methods

Heuristic Evaluation, Competitive Analysis, Wire-framing, Social Media Analysis, Marketing Material Development

Role

User Experience, Service Design, Brand Alignment

Figma, Adobe Express, Google Sheets, Social Media

The Problem

Rosati Ice, a 113-year-old Italian ice company, was undergoing its first major investment in user experience during a brand shift to highlight its all-natural product line. Their website lacked cohesive structure and consistent visual identity, making it difficult to build trust and recognition with users. In-person service design was not standardized, leading to missed opportunities for consumer engagement. Social media and fundraising materials varied in clarity and accessibility, limiting their ability to resonate with both B2B and B2C audiences.

The Process

As Rosati Ice’s long-term, contract-based UX designer, I focus on UX design and brand alignment, primarily supporting the fundraising and grocery store sales sides of the brand. The company has a strong presence in K–12 schools, scoop shops, and grocery stores nationwide, and is now expanding with a dedicated fundraising branch.

My services were brought in to guide Rosati Ice’s CEO and design team on UX, creating a cohesive digital experience while strengthening brand alignment. I standardized in-person service design to boost engagement and sales, introduced social media strategies across Instagram and Facebook, and restructured digital and print fundraising materials for greater clarity, accessibility, and visual appeal. Using methods such as heuristic evaluation, competitive analysis, wireframing, social media analysis, and material design, I applied evidence-based practices to inform decisions.

The process combined virtual meetings to align goals with in-person engagement at fundraisers and grocery store conventions to gather first-hand consumer insights. Working in Figma, Adobe Express, Google Sheets, and across social media platforms, I ensured each deliverable met both brand goals and user needs. Throughout, I kept B2B and B2C audiences in focus, maintaining strong brand cohesion while developing strategies to enhance usability, engagement, and overall impact.

User Experience

Website Evaluation & Collaboration

During weekly team meetings and on-going emails, I collaborate with the web designer, business owner, and staff to align cross-functional perspectives while consistently advocating for the end user from an empirical standpoint

  • Assess target demographics to understand user needs and empathize with their goals and challenges

  • Perform competitive analyses of similar sites to identify user expectations for information delivery and purchasing workflows

  • Conduct heuristic evaluations of key web processes on both desktop and mobile devices to reduce cognitive load and create more intuitive user experiences

    • Fundraising sign-ups, product purchase flows, generalized website conventions

  • Provide detailed reports with findings, recommendations, and rationale

  • Apply UX conventions to restructure web processes using an empirical, evidence-based approach

Heuristic Evaluation with explanation

Service Design & Strategy

I refine service design by observing events, gathering feedback, and developing strategies that align with optimal consumer mental models.

  • Observe consumer behavior and feedback at grocery store distributor sales events, noting which materials buyers engaged with, where they gathered, and which items were overlooked.

  • Develop replicable Standard Operating Procedure’s for future events to optimize material placement and buyer engagement.

  • Attend Rosati school fundraiser events to identify real-time pain points and successes, refining digital sign-up, QR code processes, and in-person line flow.

  • Will continue to use ongoing feedback and data collection to optimize the experience for all stakeholders, including parents, students, teachers, the Rosati team, and mobile vendors

  • Plan to refine materials and strategies for both grocery and fundraising channels using ongoing research, incorporating consumer feedback to ensure product descriptions align with optimal mental models

Brand Alignment

Standard Operating Procedure for on-site events

Brand Alignment

Marketing Material Development

I enhance brand storytelling by designing clear, visually engaging infographics and flyers to replace crowded, inconsistent print and digital materials for fundraisers and social media.

  • Consolidate and standardized cluttered marketing materials by refining copy, removing duplication, and improving imagery placement for both functionality and visual appeal

  • Developed brand-aligned infographics in Adobe Express, incorporating language, icons, hex codes, and typefaces from the website’s visual system to ensure cohesive design across digital and print platforms.

  • Simplify and condense original copy to make information clearer and more accessible to diverse audiences

  • Create QR codes linking directly to target web, sign-up, and purchase pages, providing a direct and user-friendly path to action

Old Flyer
Old Supermarket Presentation Slide
New Flyer
New Supermarket Presentation Slide

Social Media Consistency & Strategy

I brought clarity, brand cohesion, and stronger audience engagement to a previously inconsistent and unfocused content strategy.

  • Created a social media tracker to organize post dates, target audiences, formats, and CTAs, streamlining planning, maintaining consistent messaging, and serving as a central collaboration tool for the team

  • Conducted competitive analysis and reviewed seven years of Rosati Ice’s engagement data to identify top-performing content types, revealing Reels with live product footage as the most effective format.

  • Shared data-driven insights with the design team, guiding a shift toward high-performing video content and brand-aligned messaging that highlights Rosati’s natural product line and key attributes (dye-free, major-allergen-free, HFCS-free).

  • Collaborated with the new social media manager to produce professional, engaging content that increased interactivity, strengthened brand trust, and aligned with the rebrand’s visual and messaging standards.

Social Media Tracker

The Results

My role past and present is to guide Rosati Ice’s CEO and design team on UX to create a cohesive digital experience. I standardized in-person service design to boost engagement and sales, introduced social media strategy across Instagram and Facebook, and restructured digital and print fundraising and promotional materials for greater clarity, accessibility, and visual appeal.

Let’s Connect!

Schedule a free 1:1 virtual coffee chat with me to discuss your UX design needs.