Roomi Redesign

Roomi is a shared housing platform creating a safer and easier way to find room rentals, sublets & roommates.

Impact: +150% web sign ups, increased listing approval rates, new design system, App Store feature

Skills: UX, UI, Marketing & branding

Time: 8 months

Evaluate opportunities

The Roomi redesign was a huge effort spanning product, engineering, marketing, and brand communications teams. After a history of design debt, it was time to re-haul for a cleaner, more trustworthy and delightful user experience.

Problem definition:

• Inconsistent branding: Visual inconsistency across illustrations, iconography, and stock photos (digital & print)

• Visual clutter: Inconsistent design components, typography, and colors

• Confusing flows: Excessive questions in onboarding flow

How Might We: create an enhanced user experience with a trustworthy, playful and relatable product brand?

Get inspired with the team

I worked closely with the marketing and brand teams to establish the new look and feel, gathering inspiration from similar and different brands, taking note of moods they evoked that we admired.

This redesign became an opportunity to also optimize the user experience:

• Simplify the "Create Listing" flow to align with user mental models, making listing details more concise

• Consolidate onboarding to get users into the app faster

• Standardize UI components for consistency (purple for movers, yellow for listers)

Test design directions with hero pages

We identified six "hero pages"—the most visited pages—to test design directions. By prioritizing functional pages first, we ensured a solid foundation before tackling the homepage last, which benefited from insights gained along the way. Balancing brand decisions with functionality and accessibility was key to maintaining a seamless user experience.

We conducted usability testing on core experiences and gathered feedback from existing users, learning:

• Users understood key functionality (i.e. messaging)

• Visual clarity needed around statuses and key features (e.g., "apply to move in," renter’s insurance)

Build a new design system

After exploring different components, we organized these into a sketch library that was referenced throughout the project. A few pieces components are documented below:

Expand the design language

We expanded web app redesign to include iOS and Android apps, refreshed email templates, and a rent payment product to match the new new design language.

Release roll out was focused on traffic, focusing first on releasing homepage, how it works, profile and listing views, chat requests, and later getting to marketing pages accessed by the footer.

Collaborative success