GoodRoots
Bellevue, Washington, USA
GoodRoots is a company committed to helping renters transition into homeownership through an innovative shared equity model. They provide a unique pathway for individuals who may not have the financial means for a traditional mortgage, allowing them to eventually buy their homes with the support of GoodRoots’ equity sharing program. As part of their growth, GoodRoots recognized the need for a website that would clearly communicate this model and make it easier for potential homeowners to understand and engage with their offerings.
The main goal of the redesign was to enhance the user experience by simplifying the navigation and ensuring that the website's structure clearly conveyed the benefits and process of their shared equity program. They wanted a modern, engaging platform that would inspire trust and motivate visitors to take the next steps toward homeownership. The new website needed to support GoodRoots’ mission by making the transition from renting to owning more accessible and transparent.
We approached the redesign by focusing on clear, easy-to-navigate sections that highlight the company's services, process, and success stories. The design was modernized to align with GoodRoots' values, incorporating their branding elements and emphasizing the human-centered nature of their mission. Key features, such as detailed program information and accessible calls-to-action, were placed prominently on the site, ensuring that users could easily find what they needed. The website was also optimized for mobile devices to ensure a seamless experience across platforms.
We utilized AI-generated visuals to bring GoodRoots' mission of affordable homeownership to life. By showcasing images of real families moving into their homes and visualizing the shared equity model, these images connected emotionally with our target audience, reinforcing trust and accessibility.
The visuals highlighted key aspects like the flexibility of renting with the benefits of homeownership and the personalized, tech-enabled tools that GoodRoots offers, such as financial wellness tools and home maintenance support. These images played a critical role in creating an inviting, professional, and progressive online experience, in line with the brand’s voice and tone, while effectively supporting the website’s educational and lead-generation goals.
The redesign of GoodRoots' website successfully transformed the user experience, providing a clear, intuitive platform for potential homeowners to learn about the shared equity program. By improving site navigation and organizing key information more effectively, visitors now have easier access to the program details, application process, and success stories. The modernized design, combined with optimized mobile functionality, resulted in improved user engagement, with increased time spent on the site and a smoother journey for visitors to take action. Ultimately, the new website has enabled GoodRoots to better connect with their target audience and facilitate more conversions, driving their mission of helping renters achieve homeownership.
