Rocket Chat simplifies the mortgage journey by providing real-time communication and personalized solutions, making it easier for clients to interact with the business.
Lead Experience Designer
My Role
2022 - 2023
Timeline
Summary
I was brought on to improve the user experience as a part-time resource supporting the Conversational Design Team. I collaborated with cross-functional teams to gather research insights and data, refining our process to drive client engagement and increase loan application conversions.
Rocket Chat offers real-time communication and personalized solutions to streamline and seamless the mortgage journey for our clients.
Lead Experience Designer
My Role
2022 - 2023
Timeline
Key Takeaways and Learning
Moving forward, we are currently exploring ideas for clients to explore their financial goals and connect with the right moment. We will continue to refine our approach and leverage the latest technologies to provide the best possible experience to our users.
As a team, we have identified the need to provide personalized recommendations to users based on their account history or transactions. This would require us to work with a content management system called PIPE and leverage other capabilities.
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Design Explorations
The Rocket Chat team recognized that the previous version of Rocket Chat (aka. Water Bear) had some valuable features and data.
However, we also realized it wasn't fully integrated with our experience. Our team decided to offer better after-business-hours support for our clients by connecting them with their personal home loan specialists through chat.
We were able to showcase to our business stakeholders that we could leverage some of our current technology to unlock additional value.
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Our initial discovery process informed us where the potential clients may find Rocket Mortgage's traditional lead submission process frustrating. With a continuous discovery process, we partner with our research, product, and data analysis to better understand our users and business objectives to create a shared vision.
Early Insights
To make the mortgage application process smoother, we started by focusing on the top-of-funnel mortgage experience. Our initial research showed that potential clients found Rocket Mortgage's traditional lead submission process needed improvement.
Problems
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Users are dissatisfied and frustrated with response times
Key Findings
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Near 51% drop-off rate after the initial welcome greeting
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Confusion about whether they are chatting with a bot or a live home loan expert
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Users have negative responses to the user interface design
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Key pain points during the onboarding, chat transfer, credit check, and disclaimer stages.
We worked with industry experts and cross-functional teams to establish the project's approach and timeline based on our research.
Co-Creating Shared Goals
Personalize user experience and reduce time spent during mortgage application and onboarding.
Optimize the Rocket Web Chat (aka. Iron Bear)
Offer engaging conversational experience and assistance to improve client lead conversion for business.
Increase Lead to Approval and Chat Allocation Rate
We aim to create a consistent chat experience across all Rocket Companies platforms by allowing teams to run multiple experiences for testing personalized content.
Establish a More Flexible Chat Framework and System
From our research and conversations with industry experts, our cross-functional team framed the approach and timeline of the project moving forward.
Co-Creating Shared Goals
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Highlight with Result
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We tested a new conversational lead form experience to refine our approach and create a hybrid experience combining conversational and formal elements.
With Rocket Chat, we made it easier for users to get help even after business hours and improved the process of transferring clients to a live home loan expert.
We aimed to create a comprehensive experience for Rocket's web chat, SMS, brand, voice, and tone. Our goal was to make it easy to measure performance and seamlessly connect clients across Rocket platforms tailored to the user's needs.
Idea Generation and Refinement
Project Name
Chat Experience
Enhance the mortgage application journey to increase user engagement, conversion, trust, and satisfaction with the Rocket Companies brand.
I was brought on to improve the user experience and supporting the Conversational Design Team. I collaborated with cross-functional teams to gather research insights and data, refining our process to drive client engagement and increase loan application conversions.
Summary
Rocket Mortgage has had an estimated $40M lift in closed loan revenue
Key Results
Folders received are up by 18%
Lead allocations up by 25%
Purchase lead complete is up by 6%
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Refinance lead complete is up by 11%
Understanding Our Users
We created user scenarios to refine our product and get valuable insights for our product and engineering teams.
We interviewed potential users who want to get a mortgage and experts in the business to find out what issues they face during the mortgage processes.
Example of User Scenarios with Rocket Personas
