Personalizing products
Outcome
Leadership roadmap planning and strategy.
Build-ready concepts, powered by insights.
Project brief
Context
Clients who aren’t able to qualify for a mortgage have few options for Rocket to help them improve their financial situation. Consolidation helps clients manage debt while expanding Rocket’s product offering.
Problem
Many people don’t know where to start when it comes to improving their credit and paying down debt. Building financial literacy and staying on track can feel demotivating, especially with the time it takes.
Solution
Our concept uses a client’s credit data to simplify their repayment process and help them build financial acumen, while personalizing recommendations for debt consolidation to drive business goals.
End-to-end work
Overall, I consolidated several cards, simplified technical concepts, created a new feature, and organized the dashboard into a more cohesive story.
I used data-informed storytelling to power smart recommendations, showing the material value of Rocket’s debt consolidation products and driving a key business pillar: client lifetime value.
Small but meaningful copy edits can have an outsized impact on tone. My second iteration is more optimistic and encouraging, aligning better to Rocket’s brand.
I researched debt repayment strategies and modeled a feature after the two most successful approaches. Using a client's financial data to power it, we took the hard work out of knowing where to start.
Project timeline
Get a high-level overview of key milestones and setbacks throughout our design marathon.
February
I onboard to the project and conduct an audit. Design VP gives me runway to pursue a full experience redesign.
March
After completing the onboarding flow, we have our first major pivot: a shift away from Plaid’s account linking to get client financial data.
April
Product looks for another integration to power the Debt Plan. Design works on the dashboard and a product recommendation strategy.
May
The business chooses a new data source to power the experience. Design team makes refinements to onboarding and conducts a first round of research.
June
I lead a series of tech feasibility workshops, partnering with our product owner and engineers to define constraints and build complexity.
July
Design team completes MVP designs and presents to leadership. All work put on pause as Rocket reorgs under the mortgage vertical.
Methodology
Mapping the intersection of business goals and client needs helps to connect features to the people who will use them.
Digging deep into audience segmentation research gave me a lot of material to build out a jobs to be done framework for Rocket’s clients.
I conducted competitor analysis to refine and ideate feature ideas by identifying common themes and opportunities to differentiate our experience.
