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Product Marketing · Conversion Optimization · UX & Accessibility
Roofstock Homepage Redesign
Client
Roofstock
Industry
PropTech
Role
Lead Visual Designer
Wireframe
Design
Outcome
+35% registered users
At a Glance
Roofstock is a real estate investment platform that enables individuals to purchase and manage rental properties online. As the company expanded its product ecosystem, the homepage needed to better communicate its offerings while improving usability and accessibility.
The Opportunity
As Roofstock introduced new investment products and services, the existing homepage struggled to clearly communicate the platform’s evolving value proposition. The goal was to redesign the homepage to highlight new offerings, improve clarity for first-time investors, and increase user conversion.
Strategic Approach
design in action
Clarifying the Value Proposition
The redesigned homepage introduced a clearer visual hierarchy and modular layout that made it easier for users to understand Roofstock’s investment platform.
Impact
+35% registered users
The redesigned homepage improved clarity around Roofstock’s expanding product ecosystem and strengthened the platform’s value proposition for new investors. Within the first months after launch, the redesigned experience contributed to a measurable increase in user registrations and marketplace engagement.