Digital experiences designed to connect.
Thoughtful websites blend strategy, storytelling, and user experience to create digital spaces that feel intuitive, engaging, and true to each brand.
SmartRent
Overview
SmartRent is a SaaS company focused on creating a seamless smart home experience for residents, property owners, and operators across apartment communities and large residential buildings.
As the company expanded and prepared to go public, its website needed to evolve with it. The existing experience didn't fully communicate the scale, capabilities, or confidence of an established and rapidly growing company. With a brand update also underway, my role as Web Designer was to reimagine the website into something intuitive, memorable, and distinctly SmartRent.
I worked across nearly the entire site, designing and updating every page except for two, including a complete redesign of the navigation. The goal was to create a digital experience that could clearly communicate a complex product ecosystem while making SmartRent feel approachable, modern, and compelling.
The Challenge
The existing website was outdated and didn't communicate the confidence or substance that SmartRent had developed as an established and expanding company. It lacked a strong visual identity and, more importantly, made it difficult for visitors to quickly understand what SmartRent actually offered.
The primary challenge was clarifying the narrative. SmartRent brings together a wide range of smart home products and technologies into a single ecosystem, creating a more seamless experience for both residents and the teams managing those communities. The website needed to make that relationship immediately understandable.
It also needed to serve as a resource beyond simply explaining the product. Visitors needed access to solutions, resources, how-tos, helpful tools, hardware, customer proof points, and measurable results—all without creating an overwhelming experience.
SmartRent had also become particularly relevant during the COVID-19 pandemic, when technologies like keyless entry and self-guided tours became increasingly valuable to prospective renters and property managers. As the industry evolved, the website needed to communicate not only what SmartRent did, but why that technology mattered.
The result needed to feel cohesive, modern, and relevant while giving every type of visitor a clear path to the information they needed.
The Approach
The first priority was to simplify. SmartRent's core value proposition is straightforward: bring an entire building's smart home technology together into one connected ecosystem. The website needed to communicate that simplicity rather than add to the complexity.
We started with the homepage and navigation, using visual components to demonstrate how SmartRent's products and technology work together under one umbrella. This helped turn an abstract product ecosystem into something visitors could understand at a glance.
From there, I simplified the UX/UI and restructured content to make information more digestible and easier to navigate. I completely redesigned the navigation so users could quickly understand where they were, where they needed to go, and how different areas of the SmartRent ecosystem connected.
We also incorporated meaningful KPIs, testimonials, and other proof points to demonstrate the tangible value SmartRent could provide to its customers.
The project was a highly collaborative effort between myself as the designer, a developer, and a manager. We spent significant time organizing layouts, establishing hierarchy, anticipating user needs, and developing a cohesive visual language that felt both modern and distinctly SmartRent. Accessibility remained a priority throughout the process, ensuring that the experience wasn't just visually engaging, but usable for as many people as possible.