Rocket Companies
Rocket Companies
A new, wealth-building rewards vertical, reaching 1M+ users and $600K+ in redemptions in 2 months.
A new, wealth-building rewards vertical, reaching 1M+ users and $600K+ in redemptions in 2 months.
Role
Role
UX Research
UX Research
company
company
Rocket Companies
[Rocket Mortgage,
Rocket Loans,
Rocket Solar,
Rocket Auto]
Rocket Companies
[Rocket Mortgage,
Rocket Loans,
Rocket Solar,
Rocket Auto]
StakeholderS
StakeholderS
Research
Design
Content
Product
Research
Design
Content
Product
Tools
Figma
Miro
UserTesting
Airtable
PROJECT SUMMARY
PROJECT SUMMARY
Context
Context
Rocket Rewards launched in November 2022 with the mission of helping clients save money on their next home purchase. The program rewards members for taking the steps they're already taking as they move toward buying a home.
This case study illustrates a usability analysis to understand the scalability of earning and redeeming points across four Rocket companies. Prior to launch, I ensured program logistics by advocating for user understanding of the newfound service.
Rocket Rewards launched in November 2022 with the mission of helping clients save money on their next home purchase. The program rewards members for taking the steps they're already taking as they move toward buying a home.
This case study illustrates a usability analysis to understand the scalability of earning and redeeming points across four Rocket companies. Prior to launch, I ensured program logistics by advocating for user understanding of the newfound service.
My Impact
My Impact
Through my analysis, I was able to discover a gap in what clients perceived as program legitimacy. With these issues identified, design and service revisions were made to instill client trust.
Through my analysis, I was able to discover a gap in what clients perceived as program legitimacy. With these issues identified, design and service revisions were made to instill client trust.
Rapid Customer Adoption
Rapid Customer Adoption
1 Million+ users & $600,000+ in reward redemptions within 2 months.
1 Million+ users & $600,000+ in reward redemptions within 2 months.
Aided Transparency
Informs why redemption value varies per goal.
Informs why redemption value varies per goal.
Status indicators added for "in-progress" and "completed" activities and tracking goals.
Status indicators added for "in-progress" and "completed" activities and tracking goals.
Extended Discoverability & Ease of Use
Updated design includes sort/filter for "Earn" activities.
Updated design includes sort/filter for "Earn" activities.
Refined Program Logistics
Point distribution widened to provide clients more flexibility with the available rewards that work within their schedule.
Point distribution widened to provide clients more flexibility with the available rewards that work within their schedule.
Role
UX Research
company
Rocket Companies
[Rocket Mortgage,
Rocket Loans,
Rocket Solar,
Rocket Auto]
Stakeholder
Research
Design
Content
Product
Tools
Figma
Miro
UserTesting
Airtable
Painpoints & Solutions
Painpoints & Solutions
The more participants interacted with the "My Rewards" and "Earn" pages, the more conflicting viewpoints they experienced.
The more participants interacted with the "My Rewards" and "Earn" pages, the more conflicting viewpoints they experienced.
"My Rewards" Page
"My Rewards" Page
"My Rewards" Page
Problem:
Problem:
Point Values Change Per Goal
Point Values Change Per Goal
Solution:
Solution:
Standardize Point Value Across Goals
Standardize Point Value Across Goals
Problem:
Problem:
Disparity in Point Distribution Per Activity
Disparity in Point Distribution Per Activity
Solution:
Solution:
Standardize Point Value Per Goal
Standardize Point Value Per Goal
"Earn" Page
"Earn" Page
"Earn" Page
Problem:
Problem:
Endless Scroll To View Activities
Endless Scroll To View Activities
Solution:
Solution:
Add Sorting & Filter Functionality
Add Sorting & Filter Functionality
Research Plan
Research Plan
The Ask, The Approach, The Delivery
The Ask, The Approach, The Delivery
Our Rewards stakeholders seek evaluative research to minimize risk before UI web development. Our insights will inform product decisions for the next design iteration of the Rewards dashboard.
Our Rewards stakeholders seek evaluative research to minimize risk before UI web development. Our insights will inform product decisions for the next design iteration of the Rewards dashboard.
Stakeholders
Stakeholders
Research Methods
Research Methods
Evaluative research
Unmoderated usability testing
Rose, Buds, & Thorns
Deliverables
Deliverables
Lucid Board containing all research content
Raw research presentation
1-page summary report
scope
scope
Rocket Companies Involved
Rocket Companies Involved
Target Audience
Target Audience
Located in the U.S. | Ages 18-65 | All genders | Varying knowledge of Rocket Companies | $20k-$200k+ income
Located in the U.S. | Ages 18-65 | All genders | Varying knowledge of Rocket Companies | $20k-$200k+ income
Located in the U.S. | Ages 18-65 | All genders | Varying knowledge of Rocket Companies | $20k-$200k+ income
Pre-funnel Consumer
Pre-funnel Consumer
Qualified, but not ready.
Qualified, but not ready.
B. Want to buy, but need to improve their finances first.
B. Want to buy, but need to improve their finances first.
General Homeowners
General Homeowners
Own a home and have a mortgage through a competitor.
Own a home and have a mortgage through a competitor.
Rocket Homeowners
Rocket Homeowners
Own a home and have a Rocket Mortgage loan.
Own a home and have a Rocket Mortgage loan.
User Journeys / Touchpoints Tested
User Journeys / Touchpoints Tested
While testing was done for both desktop and mobile, the following research is based on desktop.
While testing was done for both desktop and mobile, the following research is based on desktop.
While testing was done for both desktop and mobile, the following research is based on desktop.
"My Rewards" Page
"Earn" Page
Research Goals
Research Goals
What stakeholders want to know
What stakeholders want to know
Most important information and interactions for earning rewards
Point distribution with setting and completing multiple reward goals
Most important information and interactions for earning rewards
Point distribution with setting and completing multiple reward goals
What Research wants to learn
What Research wants to learn
What first-time vs. return users need to understand earn activities
What the threshold of cognitive overload is
What first-time vs. return users need to understand earn activities
What the threshold of cognitive overload is
synthesis
synthesis
Searching for Trends
Searching for Trends
From the test results and recordings, I was able to gauge prospective clients' thoughts, expectations, and behavior.
From the test results and recordings, I was able to gauge prospective clients' thoughts, expectations, and behavior.
Rose, Buds, & Thorns
Rose, Buds, & Thorns
To analyze the raw data, I employed the research method of Rose, Buds, and Thorns. This technique allowed me to evaluate what's working well (Roses), opportunities for improvement (Buds), and struggles or challenges (Thorns). The below board is of desktop & mobile insights combined.
To analyze the raw data, I employed the research method of Rose, Buds, and Thorns. This technique allowed me to evaluate what's working well (Roses), opportunities for improvement (Buds), and struggles or challenges (Thorns). The below board is of desktop & mobile insights combined.
"My Rewards" Page
"My Rewards" Page
Roses: Successes
Roses: Successes
Buds: Areas of Improvement
Buds: Areas of Improvement
"Earn" Page
"Earn" Page
Roses: Successes
Roses: Successes
Buds: Areas of Improvement
Buds: Areas of Improvement
