Client
The Heritage Project
Overview
Home.LLC is a fintech startup that helps first-time homebuyers afford down payments by co-investing with them. In return, Home.LLC shares a percentage of the home’s future value. The platform offers a smart, equity-based solution that enables users to become homeowners faster without taking on extra debt, while also guiding them through the homebuying journey.
Client
The Heritage Project
Industry
Architecture
Service
UI / UX Design
Digital Design
Duration
8 Months
The Challenge
The platform needed to communicate a complex financial offering in a way that was simple, trustworthy, and user-friendly. The existing site lacked clarity in messaging, had inconsistent visual elements, and did not guide users effectively through the decision-making process.
The Solution
I redesigned the website and mobile experience with a clear visual hierarchy, simplified key messages, and improved user flows. I also created custom illustrations, visual assets, and investor decks that aligned with brand identity. Prototypes were built to support dev handoff and user testing.
The Result
The redesign led to improved user engagement and clearer communication of Home.LLC’s unique value proposition. The new designs helped streamline the onboarding process and supported successful investor conversations through well-crafted pitch materials.