We analyze the transiences in rotational electro-osmotic flow of a viscoelastic fluid in a microfluidic channel. We here use Oldroyd-B equations to model the viscoelastic fluid. We bring out the rotation induced complex flow dynamics during the transience, leading to possible augmentations in mixing, as modulated by the modifications in the force distribution in the flow-field. We attribute alterations in these forces as a combined consequence of the modifications in stress under the simultaneous action of rotation and electrical forcing and its interplay with the elastic stress originating from the viscoelastic effects. We also highlight on the volumetric transport characteristics as dictated by the underlying dynamical conditions. The inferences obtained from the present study may bear significant consequences in the design of various microfluidic devices, which are commonly used for the transportation of bio-fluids such as blood. (C) 2016 Elsevier B.V. All rights reserved.