top of page

Roofstock One



A fully managed investment service that allows you to receive all the benefits of owning cash flowing, single-family rental homes without the risk, effort, or liabilities inherent to owning rental properties.

My Role
  • Design Lead/Strategist

  • Google-Venture style design sprints

  • Customer Journey Map

  • Brainstorming

  • Personas

  • Scenarios

  • Sketch

  • Prototypes

August 2018 - Dec 2018


Roofstock One’s user-friendly platform provides investors with tools to compare and analyze properties yields. Investing is an easy one-click process. Because there’s no escrow or loan acquisition, the entire transaction is accomplished in 3 to 5 days.

Our challenge was to create a new product, Roofstock One to the existing customers of Roofstock and to capture new audience segment (SFR investment properties) by developing UX strategy and correlating content for Roofstock.

Landing Page

Roofstock One is a complex, intelligent product but it was important that we used simple jargon to explain to our visitors what the company and product is all about. We gave the page only 2 very clear CTA's, to view the properties or to learn more.

User Flow

The main product is Marketplace and Properties Details page. Users can find neighborhood ratings, property conditions, annualized returns and distribution.

Screen Shot 2019-09-05 at 10.57.05
Responsive Design

The use of mobile devices to surf the web is growing at an astronomical pace and our product page needs to be lightweight and robust.

Case Study

UX Research

Target audience: Current users of Roofstock and capture new audience segment (SFR investment properties)

Industry Insights: U.S. Single-Family Rental Homes - A unique investment opportunity for users looking to diversify across mulitple homes and locations. Even during the 2008 housing crisis when home prices plummeted, SFR rent growth moderated but never turned negative—then picked up again.

Personas (3): Current investor with Roofstock, Qualifying Investor Agent, New Investors


Age: 32

Work: Finance, San Francisco, CA

Family: Married, 1 kids

Investor Status: Current user of Roofstock

Goals: Looking for fully passive opportunities.

Age: 43

Work: CEO, San Jose, CA

Family: Married, 2 kids

Investor Status: Qualifying Investor Agent

Goals: Receive the economic rights in the underlying home, including potential net rental income (after expenses), tax benefits, and appreciation.

Age: 59

Work: Retired (early), Sacramento, CA

Family: Divorced, 3 kids

Investor Status: New investor

Goals: Liquidity options that include converting to traditional ownership and possible share redemption. 

Market Research

Who benefits from investing in SFR?

Screen Shot 2019-09-04 at 12.30.02



bottom of page