Nestment
Nestment’s mission is to turn homebuying into a reality for millions of Americans who feel intimidated or priced out of the market. They guide new homebuyers throughout the entire homebuying process – offering creative “house hacking” strategies, expertise, and industry connections along the way. As the only designer at the start up, I was in charge of design for the entire product as well as marketing and branding.
Homepage redesign: solving for top of the funnel
When I joined Nestment, the main problem was a lack of a steady stream of new leads. In order to secure new business for the company, my first focus was to create a new lead-generating landing page that clarified our value to customers and positioned us as house hacking experts.
Old design, old messaging
Before joining Nestment, the core service offering was assistance with co-buying a home with friends or family. While still a valuable service, the consensus from the lack of new web leads and overall revenue being generated by the company was that it was too limiting.
In addition, the visual design felt dated and not aligned with our gen-z/milennial target audience.
Testing
In order to test new messaging and visual treatments, I worked closely with our Head of Product to design new Instagram Story ads that we could direct to some very scrappy no-code landing pages. We achieved very high clickthrough rate on the ads (<5%) which told us the messaging around house hacking intrigued people.
We used A/B testing (actually more like A/B/C/D) testing on the landing pages to determine which design and language choices ended up with the most form submissions. These learnings greatly impacted the future of our actual homepage.
New design
We found through our testing that showing actual numbers associated with affordability resonated with people. For the hero section, I developed visuals that highlighted different house hacking use cases and the monetary benefits associated with them.
The rest of the page serves to educate users on the feasibility of house hacking, provide social proof, and clarify our value in the homebuying process.
We measured success through form submissions which have increased month-over-month since launch - going from practically 0 web leads to averaging 47 new monthly leads in 2025.
Users can import a property from Zillow or Redfin and analyze it to determine affordability. The tool also allows for certain house hacking criteria like co-buyers, short-term rentals, and renting out multiple units. All the values are customizable to help users account for different scenarios.
Nestimate Home Analysis Tool
Old design
Aside from being visually unappealing and dense, the information was not displayed in a way that users found intuitive. The unclear hierarchy of stats combined with the editable fields made the tool feel overly complex for someone new to homebuying.
New design
The goal of the new design was to give a new homebuyer as much information about a property as possible while keeping it light and approachable.
By breaking the stats into multiple sections and providing additional context, it begins to tell a comprehensive story about the property and its potential.
Edit mode allows users to change a wide variety of values and see how it affects the outputs before saving.
The entire tool is fully responsive.
When users create an account on Nestment, they land on the user dashboard. This is where they can see next steps for their home buying journey, collect and analyze listings, upload documents, and more.
User Dashboard
Old design
While visually unappealing, the main problem with the old dashboard was it didn’t entice people to actually connect with our team and set up a call. Data showed that when someone completed an intro call, they were highly likely to work with Nestment all the way through closing on their home (aka where we make money).
New design
Our strategy to get more calls was to implement a rewards program and allow people to earn money that could be redeemed at closing by completing certain key steps – one of those being completing a call with a Nestment Coordinator.
On the Listings tab, users can import listings from real estate sites and sort them into collections. Clicking on a listing from this view would display the Nestimate tool.
Small sampling of the fully responsive mobile designs.
Deep in Figma speccing all the different modals, dropdowns, and potential edge cases.