Design process

Discovery

• Worked with performance marketing and analytics to understand key renter behaviors and motivations

• Mapped user journeys based on renter page traffic and engagement patterns

• Identified high-impact page placements across the site where renters naturally visit, such as the purchase focused pages, calculators and educational articles 

Strategy and design

• Designed a custom landing page focused on the offer, eligibility, and next steps

• Applied brand-aligned, renter-focused visuals and messaging to build trust

• Designed and tested promotional modules on pages with high renter traffic (e.g., affordability calculators, educational articles)

• Ensured design consistency and relevance across different placements without interrupting core site flows

Launch and measurement

• Worked with data analysts to track engagement and click-through rates

• Launched a research study, in collaboration with design researchers, to understand how the offer was landing with users in the renter segment

• Designed a series of questions to get the information we needed to make future iterations to the experience

• Collected findings and recommendations to share with stakeholders and determine next steps 

Outcomes

1. Launched a new campaign and landing experience specifically designed for renters

2. Drove increased awareness of Rocket offerings among rental audiences

3. Established a scalable framework for targeting emerging buyer segments on Rocket.com

4. Supported campaign performance and audience expansion for the digital storefront team

5. Increased engagement throughout the site, saw successful traffic on resources throughout the landing page

6. Highest performing CTAs - Application link, Article about First time home buying programs, Rent vs buy calculator tool