PlowNow
Designing a Bold MVP for Snow Removal on Demand
PlowNow – On-Demand Snow Removal App
Startup / MVP Project
Lead UI & Visual Designer
Tools: Figma, Illustrator
Mobile app (iOS/Android UI)
THE CHALLENGE
PlowNow was designed as an Agile MVP to test a digital snow removal service. While the market isn’t saturated, standing out was essential. My role focused on building a bold, approachable brand identity and a visually clean interface that clearly communicates job tasks, pricing, and next steps — for both requesters and providers. While core flows were already in place, I contributed by providing feedback, refining usability, and shaping user flows to enhance clarity and visual coherence.
Research began by analyzing leading snow removal and service apps such as Jobber, Shovler, and Plowz & Mowz, as well as broader gig-economy platforms like Uber and Instacart to understand effective task flows and interaction design. From there, I established a minimalist visual language using a winter-themed palette of cool grays and electric blue accents to reinforce seasonal relevance and brand tone. Key interface elements—such as large tap targets, bold buttons, and high-contrast cards—were designed for readability and usability in outdoor conditions. To support consistency and emotional clarity, I also crafted branded headlines like “Clear Snow, Hassle-Free” and “Work Made Simple,” helping shape a clear, confident visual voice across the app.
Design Process
Branding & Visual Identity
The PlowNow logo captures the spirit of an on-demand service that removes obstacles with clarity and confidence. Its geometric, legible design feels both approachable and strong—reassuring users in high-stress, winter conditions. A seasonal color palette reinforces this tone: snow white for simplicity, electric blue for modern energy, deep navy for trust, and soft blue-grays for balance and calm.
The PlowNow logo system is designed for flexibility across platforms and users. It adapts seamlessly from full wordmark to icon-only formats, maintaining clarity and recognition in any size or context. Whether applied on contractor job screens or homeowner dashboards, the logo stays approachable, modern, and consistent.
The design embraces a modern, flat aesthetic—no gradients, no shadows, no embellishments. This decision supports fast recognition in digital environments and aligns with the minimalist UI design system throughout the app. Its tone balances professional clarity with a slight playfulness, reflecting the brand’s goal of being both dependable and human.
UI Design & Layout
Designed modular components: property cards, job listings, confirmation flows
Used clear spacing, contrast, and iconography to reinforce focus and scannability
Structured content for dual users: those requesting and those providing service
Interface Highlights & Visual Design Decisions
The PlowNow interface was built around clarity, speed, and trust—especially in high-stress, cold-weather use. Each high-fidelity screen was carefully designed to simplify complex tasks and reduce cognitive load. The flows follow a visual-first logic, using reusable UI components like job cards, payment indicators, and status badges to keep the user experience predictable and intuitive. Visual feedback was integrated at every step, from confirming a job request to marking completion, ensuring users always felt in control.
To illustrate this, the following three flows were selected as the most representative of the design’s impact:
Homeowner Flow: Request a Job
This guided screen flow walks homeowners through selecting their property, confirming snow coverage, and submitting a job with ease. By using progressive disclosure, icon-based inputs, and clearly labeled steps, the interface reduces hesitation and streamlines decision-making. Key job details like time, price, and status are visually prioritized, helping users feel confident and in control. A clean, intuitive layout minimizes friction—especially important during stressful winter conditions—making it possible to request snow removal in just seconds.
Contractor Flow: Complete with Confidence
Designed for real-world efficiency, the contractor experience presents key job details—location, payout, and distance—up front with large, intuitive tap targets. Once a job is accepted, the interface transitions into an active task state, guiding contractors through to completion with minimal friction. A standout moment comes at the end of the flow: the Proof of Completion screen. Here, contractors can quickly snap or upload a photo of the cleared area, then confirm the job with a single tap. The clear visual feedback helps close the loop—reinforcing trust and accountability between contractor and homeowner. From start to finish, this flow supports speed, clarity, and confidence in every interaction.
Contractor Flow: Cancelling a Job with Clarity
While job cancellation is rare, it’s crucial that the experience is handled with transparency and ease. This flow allows contractors to review job details—including address, surface type, and specific instructions—before choosing to cancel. Once selected, the cancellation screen prompts users to select a reason (e.g., distance, payout, driveway issues) and optionally add notes for context. With clear confirmation steps and messaging tools still accessible, this flow ensures that last-minute changes are handled professionally, maintaining trust on both sides of the platform.
How PlowNow Stands Out
Compared to similar apps, PlowNow offers a lighter, more user-friendly visual system.
Outcome & Key Learnings
The PlowNow MVP launched with a clean, mobile-first interface and a distinctive brand identity designed to scale. The visual system balances simplicity and flexibility, ready to grow as new features are added.
As the product continues development, three takeaways stand out:
