Website, App Design and Content Marketing for Online Rota Software Provider


The Challenge

The world of work is changing. The team at GigGrafter were acutely aware of that change, basing their innovative business idea around a fundamental reimagining of shift-based work. With a raft of experience behind the company due to the success of their former business venture, Nifty Nosh, GigGrafter were on their way to further success with a productivity-boosting idea. This idea was to transform workplace rota management with innovative, user-friendly software with flexibility at its core.

The team at GigGrafter were well-placed for future success, with a strong business idea and previous experience of business management. However, without a strong digital presence behind their brand, their potential faced limitations. A website to promote the varied features of the software was required – one which was sleek, engaging and user-friendly. Beyond this, the client needed an app to compliment their software.

Aside from their lacking digital presence, GigGrafter did not have in place an effective content marketing strategy to give their product the prominence it deserved.

That’s where ProfileTree came in.

Our Approach

Robust and Flowing Website

GigGrafter’s diverse range of features demanded a robust and flowing website with several landing pages, including for features around rota templates, budget & cost management, holiday tracking and staff contact details (to mention but a few). Pages were also required to explain the brand’s story, as well as information about pricing, contact details, customer support and more. ProfileTree set about constructing a secure and user-friendly website for the client, serving as a digital showcase which truly promoted their product.

Beyond addressing GigGrafter’s need for a strong desktop site, the client also required an intuitive app to link with their software. ProfileTree worked alongside the client to design and develop an app capable of securely holding staff contact details, ensuring compliance in the age of GDPR.

GigGrafter’s transformation did not conclude with the development of a website and app, however. ProfileTree consulted with the client to devise an extensive content marketing strategy, engineered to achieve increased sales, engagement and organic growth. This included an advanced plan to optimise all content for Search Engine Optimisation requirements (SEO). Aimed at improving our client’s position in Google search rankings, a bespoke content marketing strategy was launched to help them achieve the prominence they truly deserved.

An essential element of GigGrafter’s transformation centred around the need to articulate their product simply to prospective buyers. To this end, ProfileTree’s expert team of videographers and editors worked to create a 3 minute video tour of the software and app, including basic instructions and licensed audio tracks.


Organic digital growth

A stable, secure and visually appealing website, showcasing the work of our client.

An intuitive and user-friendly mobile application to compliment the company’s technology.

A content marketing strategy engineered to achieve organic digital growth and improved search rankings.

Expertly produced video, clearly outlining and explaining the functions of the software.

App Design – What to consider when designing an app?

Designing an app is a complex process and in order to reap the benefits of a successful one, it requires much planning, forethought and effort. There are some things that you should consider when designing an app, check out our tips for doing so. 

What is your app for? 

This may sound like a simple and basic question, but it is worth clearly stating what the purpose of your app is. It is often too easy to get caught up with additional features, which causes you to lose focus on what the main objective of your app is and how it will serve your business. 

If your app is for customers being able to order food conveniently, then stick to that, don’t start meddling in other features that are unnecessary or unrelated to your business. App design is about creating something useful and purposeful for your target audience.

Does your business really need an app?

Whilst having an app might sound like a lucrative addition to your business, it might not be really necessary to have one. Be realistic and ask yourself, “do my customers need this app? And will they download it if it’s available?”. If the answer is no then you might just be throwing away funds on designing an expensive app that could be otherwise better spent. 

Check out this informative video on deciding whether or not your business needs an app:

How have your competitors designed their app? 

Researching your competitors’ apps will help give you an edge when designing your own. Aim to answer the following questions: 

  • What apps have they launched? 
  • How many downloads have their apps received? 
  • What is the feedback like on their apps? 
  • What do their apps look like?
  • What app features do they have? 

Your competitors have gone through the initial trial and error phase, all of this information is extremely valuable and worth taking into consideration when designing your own app. In particular, take note of the feedback for their apps, as this will help you design a better and more competitive app. 

How should you launch your app?

Designing and launching an app is quite a big deal and it should definitely be promoted as part of your business’s growth. Some tactics for promoting the launch of your app include a countdown until it goes live or sneak previews of the app’s features in order to garner interest and engagement from your customers. 

How will you get users to download your app? 

Whilst your app might have the best design and user functionality, it will bring little to no investment in return if people don’t download it. You should actively seek to promote your app and encourage potential users to download it. 

Some example tactics for garnering interest in downloading your app includes: 

  • 10% of their first order.
  • First 100 app downloads will be entered into a prize draw.
  • Exclusive access to deals, only for app users. 

It is sometimes within your best interest to incentivise potential app downloaders to make that commitment and download the app. Of course, it’s not plausible to constantly offer incentives but it can be a great kickstarter for the initial launch or boost in app downloads. 

App design – what will it look like? 

You should take some time to consider what your app is going to look like. As a good rule of thumb, it should have a simple layout and only use a selection of a few colours. Having a sound knowledge of colour theory may also be useful for app design, for example green is often associated with health which is why many health apps such as gyms, incorporate green into their app.

User interface design

The user interface design is paramount for users being able to navigate your app confidently and with ease. Think about the app’s features and if the contents of information is clearly displayed. If an app is difficult to navigate it will suffer from negative reviews and a stark decrease in user activity. 


Figma is a graphics editing software program that allows you to manage and edit the user interface design of your app. It is convenient to use as it works directly on your browser, allowing you to access multiple projects from any device, without having to install software. 

Check out this blog piece for further tips on app design. 

Can users navigate your app with one hand? 

Another increasing trend in app design is ensuring that users can navigate it using one hand. If an app requires too much effort to navigate, then users may resist casual browsing or interacting with your app entirely. Features such as being able to double-tap to zoom in are subtle, yet effective ways of retaining engagement and easing navigation. 

What is your fixed start destination? 

Every app has a fixed start destination. This is the first page users see when they launch the app, and the last they see when they exit it using the back button. The fixed start destination should be a clearly structured, welcoming and informative homepage. 

Will your app operate on Apple, Android or both?

The answer to this question really depends on which operating system your target audience is currently using. You should create an app that is accessible for them and realistic in that they will be able to download it. 

More people worldwide have Android operating systems within their mobile device, so it’s a good option if you’re hoping to target a large global audience with your app. Apple users tend to have more spending power on average, so it really depends on what you’re hoping to achieve. Of course you could launch your app on both platforms but you need to factor in the cost of doing so. 

Find an app designer 

Here at ProfileTree, we have a team of expert designers and developers that are capable of designing a bespoke app for your business and for your customer’s needs. We help you develop your concept into a full functional and downloadable app that will give your business that competitive edge. 

Our app design methods are created using leading technologies and we provide guidance throughout the whole process, from the initial design phase right through to the launch and promotion of your app. 
Get in touch with ProfileTree for an app designer that will deliver concrete results.