2022
Rocket Companies
rocket.com
Background
Rocket was running an amazing mortgage business, but there was more ground to be gained by engaging clients beyond a mortgage. To capture tomorrow’s market, we’d need to expand our offerings for clients who weren’t ready for homeownership or were already comfortable in a home and mortgage.
Core problem
The platform was feature-rich but lacked cohesion. The user journey was fragmented, and core functionalities were hidden deep within menus, leading to a steep learning curve for new users.
Project details:
We landed on a few steps to expand our offerings:
We created a way for people to manage their finances with Rocket by acquiring Truebill (now known as Rocket Money)
We launched a new credit card built around homeownership perks
We launched a rewards program to allow clients to build value by interacting with our online tools
The results of these launches were impressive; 2022 saw a 12% uptick in unaided awareness and a 2% uptick in aided awareness. Additionally Rocket was one of the only brands to increase brand saliency in 2022.
How I contributed:
Expanded naming documentation to better support new products and service developments
Drove the team to explore future brand evolutions of character, voice and visual identity to help Rocket appeal to a younger client base
Led the strategic development of an expanded trademark and IP strategy to account for vertical and horizontal expansions
Developed the framework for the brand promise and foundations to allow Rocket to be differentiated in the market
Led discussions with senior leadership to develop strategies around creating differentiated brand experiences
Collaborated with PR and Investor Relations to develop a plan for telling the story of Rocket’s expansions
Results and Impact
The redesign significantly reduced the time users spent on tasks, resulting in a 25% increase in user retention and a 40% decrease in customer support tickets. The platform became more approachable for new users, contributing to a 15% growth in the user base within three months.