overview
I developed a redesign of the Rocket Loans homepage to align with updated brand guidelines and design systems. The homepage had not been refreshed in several years and was utilizing outdated graphics, colors and design components.
problem
With the introduction of a new UI design system, I created an updated homepage design to create cohesion with other Rocket homepages (ex. Rocket Mortgage, Rocket Money), while being mindful of impacts to SEO.
In addition to focusing on the visual design, a major goal of this project was to increase conversion by giving clients the value propositions for working with Rocket Loans and giving users ample opportunities to take action through CTAs and interactive elements on the page.
audience
With increased traffic planned for the homepage stemming from cross-company efforts, we were anticipating increased visits from clients with debt consolidation or other cash needs. My goal was to create a consistent client experience, achieved through cohesive brand and design system alignment that would build trust and confidence with our clients.
process
1. Competitive Analysis - reviewed homepages of key competitors to understand how they were illustrating key offerings and value propositions and creating hierarchy of information
2. Audited the current website to understand what was working and what needed to be updated
3. Determined the main goal of the homepage (driving conversion to application, educating, foreshadowing the process and building trust with clients)
4. Reviewed our design system and brand guidelines to form a point of view on what new elements I wanted to implement
5. Proposed two design solutions for review: a lightweight design solution (UI only re-skin) and a more robust content and functionality redesign.
6. Worked closely with the SEO team to understand the impacts of updating the design on SEO. We decided on a design only update, as SEO was performing very well at the time
7. Utilized learnings from other Rocket homepage redesigns. The major feedback from user testing was that users wanted highly interactive pages with tools and areas to take action.
2. Audited the current website to understand what was working and what needed to be updated
3. Determined the main goal of the homepage (driving conversion to application, educating, foreshadowing the process and building trust with clients)
4. Reviewed our design system and brand guidelines to form a point of view on what new elements I wanted to implement
5. Proposed two design solutions for review: a lightweight design solution (UI only re-skin) and a more robust content and functionality redesign.
6. Worked closely with the SEO team to understand the impacts of updating the design on SEO. We decided on a design only update, as SEO was performing very well at the time
7. Utilized learnings from other Rocket homepage redesigns. The major feedback from user testing was that users wanted highly interactive pages with tools and areas to take action.
learnings
1. The importance of early collaboration. After checking in with our SEO team, we determined a content overhaul of the site could potentially negatively impact our SEO
2. Voice my ideas early and often - this was a self motivated project. I identified the need for a redesign, planned out how I wanted to execute on the work and made progress on it in my spare time.
3. Utilize the findings of those around you! My peers were solving similar problems for their experiences, so I worked closely with other teams to identify common opportunities in homepage experiences.
