As Roofstock entered a new phase of growth post-Series E, the company needed a homepage that could evolve with its expanding product ecosystem. I was brought in as the lead visual designer to redesign the homepage in a way that felt more elevated, cohesive, and conversion-focused — helping the brand shift from a single-product marketplace to a more comprehensive real estate investment platform.
Roofstock’s original homepage primarily focused on marketplace listings, which no longer reflected the company’s full offering or strategic direction. With new acquisitions and tools launching, users were getting lost, and the value of the platform wasn’t coming through clearly. Internally, there was also a need to unify messaging and visual hierarchy across teams. We needed to modernize the homepage so that it could tell a more complete story — one that guided users with clarity, built trust, and improved conversions.
My approach started with listening — aligning with stakeholders across product, brand, and marketing to identify key goals, pain points, and priorities. From there, I mapped out a clearer user flow and introduced modular content sections that could scale and flex with new launches. I elevated the brand system by tightening up color usage, applying more editorial typography, and redesigning icons and illustrations to feel more mature while staying approachable. We also emphasized CTAs and value props throughout the page, creating moments of trust and action.
Four months post-launch, we saw a 12% increase in registered users — a strong signal that the homepage was doing its job. More importantly, internal teams finally had a shared foundation to build on. This project reminded me that a homepage isn't just a landing point — it’s an invitation. A chance to communicate who you are, what you offer, and why it matters — all at a glance.
