Roofstock Home Page Redesign
Roofstock is the first online marketplace created exclusively for investing in leased Single-Family Rental homes that generate cash flow day one. Created by investors for investors, Roofstock provides research, analytics, and insights to evaluate and purchase independently certified properties.
My Role
Product designer.
As a lead designer on this project, I owned it completely from conception to delivery.
Goal of the Project
Current home page at a time was too confusing to users. The main messaging was vague and my goal was to make a clear impression on what exactly Roofstock company does and simplify the information presented, both visually and making text copy adjustments.
My Process
After the project launch meeting I started with conducting research regarding most recent best practices for homepage design and analyzing current heat map and user interactions with existing home page. Following this research, I came up with a couple of conceptual wireframes and recommendations that I presented and discussed with stakeholders to get their reaction and feedback.
My goal was to present a user with a short clear heading, giving them an understanding of what Roofstock website is about, following with simple explanatory statements (above the fold) communicating again what Roofstock is and what we do. The rest of the home page would also be simplified to fewer sections, adding customer testimonials and press quotes as social proof.
Based on the feedback, I finalized the wireframes and created initial design and prototype, which was again presented to stakeholders and engineers.
Multiple user test were set up to gauge user interaction with the page, as well as their comments regarding current (old) and new design. User testing results were then shown to stakeholders along with final page design.
I prepared all the documentation and files and sent to engineering department for final launch of the new home page.
End Result
After launching the new design, Roofstock had an increase of 4X in traffic and bounce rate dropped substantially. It was a success overall, and we got great reviews from both new and existing investors.
