RentFlow: Website Redesign

Deliverables: Website Redesign in Framer, Information Architecture, Visual Design, Interactive Prototypes

Web Design

https://www.therentflow.com/

Apr 21, 2025

Project Overview

RentFlow is a property management platform designed to streamline rent collection, automate communication, and simplify financial workflows for landlords and tenants. The company needed a modern, high-performing website that clearly communicated its unique offerings and drove conversions. I led the complete redesign using Framer, focusing on clarity, scalability, and interactive storytelling.

Discovery & Research

The project began with a strategic audit of the existing site. I evaluated user behavior, navigation patterns, and brand consistency. Key insights included:

Unclear messaging: The original site didn't clearly communicate the platform's value.
Scattered structure: Feature descriptions were fragmented across multiple sections.
Outdated design language: Visuals and layout didn’t reflect the innovation of the product.

User interviews and a review of SaaS industry benchmarks helped define the redesign direction, emphasizing clarity, trust, and simplicity.

Goals & Strategy

Clarify product offerings: Visually and structurally explain RentFlow’s core tools—InstaRent and RentEase.
Improve UX: Make site navigation intuitive and reduce decision friction.
Increase conversions: Streamline the demo booking funnel and emphasize CTAs.
Build scalability: Use Framer to allow easy iteration and expansion post-launch.

Design Process

Information Architecture

I restructured the site to lead users through a clear, benefits-first narrative:

A hero section introducing RentFlow’s value prop
Product modules for InstaRent and RentEase
A strong emphasis on social proof and trust signals
A streamlined demo request flow

Visual Design

The new design direction embraced a light, clean interface with:

A modern, airy layout to emphasize content
Subtle animations built directly in Framer
Consistent use of iconography and product illustrations
A soft, fintech-inspired palette that conveyed trust and simplicity

Framer Implementation

Using Framer allowed for:

Real-time collaboration and feedback
Precise animation controls (e.g. scroll-based transitions, CTA reveals)
Smooth responsiveness across devices
Easy CMS integration for marketing and content teams

Highlighted Features

InstaRent: Explained through a structured module with animated flows that show the instant rent advance and tenant repayment logic.
RentEase: Introduced with iconography and hover interactions to visually break down automation and communication features.
Embedded Testimonials: Dynamic sliders and animated quotes that improve trust and reduce bounce rate.