Launching and Evolving Rocket Mortgage by Quicken Loans

I designed the Rocket Mortgage experience to improve how clients perceive and move through the mortgage process by creating an online experience that is simple, clear, and fast across devices, locations, and moments in time.

My Role

I led the design of Rocket Mortgage from the start of the project in January 2013. After the product launched at the end of 2015, I continued to lead the evolution of the service and drove improvements focused on reducing customer pain points throughout the online mortgage shopping experience.

Customer Insights & Ideation

I partnered with three product managers, one UX researcher, and two UX designers while listening to numerous mortgage banker and client calls. I uncovered behavioral insights, identified unmet needs, and translated those findings into product concepts and features that addressed real customer motivations and decision making patterns.

Experience Strategy & Vision

I worked closely with content strategists and UX researcher to define three core personas and customer journey maps that visualized the end to end mortgage experience. I created mortgage process flows and interactive prototypes to communicate the vision and establish clear design principles. This work helped align stakeholders, convert ideas into action, and drive confident decision making.

Planning & Scope Definition

I defined the product direction in partnership with product managers and analysts while consistently championing customer goals and balancing business needs. I actively shaped scope and priorities and personally authored a large volume of user stories to ensure the experience remained grounded in real customer behavior.

Design Execution & Validation

I created wireframes, prototypes, and detailed design specifications and partnered directly with developers in an agile environment to deliver a usable and scalable feature set. I led continuous validation through guerrilla usability testing with paper prototypes, moderated remote testing through WebEx, and unmoderated studies through usertesting.com to continuously improve the experience.

Leadership

I consistently presented design work to product managers and team leaders to secure alignment and buy in throughout the lifecycle of the project. I drove design decisions with clarity, confidence, and a strong customer centered point of view.