Launching and Evolving Rocket Mortgage by Quicken Loans

A Responsive Web Design

Improve client’s impression about mortgage process by creating an online mortgage experience that is simple, clear, and fast – anywhere, anytime, on any devices. See the site in action.

My Role

I lead the design of Rocket Mortgage since the outset of the project in January 2013. Launched at the end of 2015, I continue to lead efforts to evolve the service and address customer pain‐points related to the online mortgage shopping experience.

Customer Insights & Ideation

I partnered with three product managers, one UX specialist and two UX designers and listened in numerous mortgage banker and client calls to uncover insights and translate concepts into features that address customer behaviors and motivations.

Experience Strategy & Vision

Worked closely with a team of content strategists and UX specialists, we created three specific personas and customer journey maps, a compact visualization of an end-to-end customer experience. I created mortgage process flow and prototypes to share the vision and design principles. This helped to convert ideas, gain alignment and drive decision making.

Planning & Scope Definition

I defined the product with my product managers and analysts, and championed customer goals and balanced business goals. A UX designer often acts as stakeholder or product owner. This means I also wrote a ton of user stories.

Design Execution & Validation

I executed wireframes, prototypes and design specs. Paired with developers in an agile environment to build an easy to use feature-set of a product. We also conducted countless Guerrilla user testings with paper prototypes, moderated remote usability tests over WebEx, and unmoderated remote testings on to continue improve user’s experience on the site.


I designed and presented works to gain buy‐in from team leaders and product managers throughout the project lifecycle.

What I did

  • Visual & Logo Design
  • User Experience Design
  • Interaction Design
  • Illustration