Redesigned Rocket Rewards to resolve UX issues and drive conversions.
Redesigned Rocket Rewards to resolve UX issues and drive conversions.
Redesigned Rocket Rewards to resolve UX issues and drive conversions.
Redesigned Rocket Rewards to resolve UX issues and drive conversions.
Redesigned Rocket Rewards to resolve UX issues and drive conversions.
Redesigned Rocket Rewards to resolve UX issues and drive conversions.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
Final outcome screen
Final outcome screen
Final outcome screen
2023
Timeline
Concept sketches, UI Design, Prototyping, Testing
Role
2023
Timeline
Concept sketches, UI Design, Prototyping, Testing
Role
Background
Background
Rocket Mortgage was formerly known as Quicken Loans, but changed its name in 2021. It's owned by Rocket Companies, a publicly traded company on the New York Stock Exchange (NYSE) under the ticker RKT.
Rocket Rewards, an innovative loyalty program empowering consumers to accrue points that can be redeemed toward various financial transactions across the Rocket Platform.
The current rewards platform lacks optimization for user engagement, hindering customer growth by limiting the exploration of services and motivation to earn points. My primary focus is to rectify these issues, enhancing engagement and task completion for improved customer growth.
Rocket Mortgage was formerly known as Quicken Loans, but changed its name in 2021. It's owned by Rocket Companies, a publicly traded company on the New York Stock Exchange (NYSE) under the ticker RKT.
Rocket Rewards, an innovative loyalty program empowering consumers to accrue points that can be redeemed toward various financial transactions across the Rocket Platform.
The current rewards platform lacks optimization for user engagement, hindering customer growth by limiting the exploration of services and motivation to earn points. My primary focus is to rectify these issues, enhancing engagement and task completion for improved customer growth.
My Role and Timeline
My Role and Timeline
• I led the redesign project to improve user engagement by identifying the usability issues of the platform. I was responsible for finding the problem to mapping out the solution.
• 6 weeks (2023)
• I led the redesign project to improve user engagement by identifying the usability issues of the platform. I was responsible for finding the problem to mapping out the solution.
• 6 weeks (2023)
Problem
Problem
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
The platform is not optimized to engage users to explore more services and motivate them to earn points. My key responsibility is to fix the platform to engage more as well as to complete tasks to earn points.
Goals
Goals
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Extend Engagement & Create a Sense of Achievement
Develop interactive elements, personalized feedback, and visual cues to extend user engagement beyond 45 seconds. Implement a visual progress indicator to keep users informed about their accomplishments.
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
Address IA and Navigation Challenges
Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling
My Process
I started by understanding how the platform works and the value it provides to users. My focus was on value-driven design from the very beginning. I gathered data and available metrics to help identify patterns and pain points. First, I aimed to understand the users' perspectives by mapping out the types of personas we are dealing with and outlining the user journey on the activities page.
I analyzed heat maps, gaze plots, and focus maps to assess whether the activities page aligns with our objectives. I also conducted a competitive analysis to see how others attract and retain users within the loyalty program space, which provided me with valuable direction.
With all the collected feedback and insights, I crafted a vision that served as a guiding principle for my decisions. I then drafted the initial version of the concept and presented it to stakeholders and product managers, ensuring it aligned with the business vision. Finally, I iterated on the concept based on their feedback and came up with the final version.
Detailed Process
Detailed Process
Impact and Success
