RoamStay is a digital platform that provides property managers, residents, and vendors with efficient tools to manage their properties. The platform consists of web and mobile applications that support various operational and property service needs.

As a UI/UX Designer & Framer Developer, my responsibilities included:

Led the end-to-end redesign of Roamstay’s landing page to align with the new brand identity and improve conversion. Conducted UI exploration, defined visual direction, and crafted high-fidelity mockups in Figma. Implemented interactive prototypes and final production-ready designs using Framer to ensure smooth transitions, responsiveness, and a seamless user experience. Collaborated closely with marketing and engineering teams to align on messaging, structure, and performance goals.

Before the redesign, Roamstay’s landing page faced some common (but critical) issues:

Unclear value proposition — Visitors didn’t immediately understand what the product was or who it was for.

Weak content structure — There was no narrative guiding users from interest to conversion.

Outdated design — Visually, it didn’t reflect the quality or reliability of a modern B2B SaaS product.

No strategic CTA — Users weren’t nudged to take action, like requesting a demo or exploring features.

We started by digging into the people Roamstay serves: HOA board members, property managers, and residents. Through interviews and market research, we uncovered key priorities:

Transparency in financial reporting

Simplified facility and complaint management

Easy communication between management and residents

These insights shaped everything that followed.

Using Figma, I redesigned the landing page with a strong focus on storytelling and clarity:

A bold, focused hero section — Messaging that quickly speaks to HOA pain points.

Segmented features — Breaking down benefits for both managers and residents, with supporting visuals.

Social proof that matters — Case studies and testimonials from real users.

Clear CTAs — Strategically placed “Request Demo” and “Explore Features” buttons to capture intent.

Framer made it easy to bring the designs to life quickly — and beautifully:

Component-based layout — Making it easy to scale and update for future campaigns.

CMS-integrated content — Testimonials and blog previews powered by Framer CMS.

Optimized for speed & mobile — Fully responsive with fast load times and SEO-friendly structure.

+60% increase in demo requests within 4 weeks

Bounce rate dropped by 35% thanks to improved navigation and structure

Fully responsive & lightning-fast with load times under 2 seconds

Conversion-focused design that reflects the true value of the product

A clean, conversion-driven structure works best when you pair it with customer-focused language.

B2B audiences still crave clarity and confidence before taking the next step — and good design builds both.

A/B testing variations of the homepage hero

Segment-specific landing pages (for apartment communities, luxury clusters, etc.)

Integrating live chat or chatbot for real-time engagement