Rocket Mortgage Rewards Platform: Redesign and Impacted User Engagement

Link Preview

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.

Background

Rocket Rewards, an innovative loyalty program empowering consumers to accrue points that can be redeemed toward various financial transactions across the Rocket Platform.

How does the rewards platform work?

Problem 1 / Activities Page

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.

How does the rewards platform work?

Problem 1 / Activities Page

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

Address IA and Navigation Challenges

Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling

Goals

Extend Engagement & Create a Sense of Achievement

Address IA and Navigation Challenges

Conduct a thorough analysis to identify and resolve Information Architecture and Navigation issues. Simplify pathways, improve labeling

Business Orientation (User's Motivation)

Process

How do I identify the problem?

I started by understanding how the platform works and the value it provides to users. From the very beginning, my focus was on value-driven design. 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 idea based on their feedback and came up with the final version.

What did I find?

User Flow to Persona

In our current stage, we have numerous opportunities to leverage psychological principles to create engaging user experiences and effectively guide users in a direction that aligns with our business objectives.