Roofstock Home Page Redesign

Project Info

Project Type:
Creative Direction:
Roofstock, Inc.
UX, Creative Direction
April, 2017
Kseniya Tsvetkov
Nelson Hernadez Arteaga

Project Focus

User Experience
Creative Direction

Roofstock is an exclusive online marketplace for investing in tenant-occupied single-family rental homes that generate cash flow from day one. Our intuitive platform and world-class support team remove the stress from buying, selling, owning and managing investment properties.

The challenge:  Communicate the complexity of our business as easy as possible for first-time investors who are contemplating the idea of buying an investment property.  At the core, we had to communicate the following:

  • Anyone can invest with a small down payment
  • We do all the legwork for you vetting these properties, our certification process
  • Talk about the fact that our houses are tenant occupied, therefore as an investor, you’remaking money the minute you close on your property.

While I think there is a lot of work to do here from a brand/messaging point of view. This interaction of the home page was a great exercise that brought all of our stake holders together, which will allow Roofstock to redefine its vision, as we learn from our customers. Like any other startup, Roofstock is learning and growing from the process of iterating based on market feedback.

Matric of success:

  •  Based on our surveys and user testing, our message bounce more clear
  • Bounce rate reduce by 20%
  • Visit duration increase by 35%
  • Overall sessions increase by 15% month over month=

The Results – It was a success

Once we launched the new redesign, we saw an increase of 4X in traffic, with a lot of referral and organic search traffic.