Rocket.com redesign

Unifying the Rocket brand and user journey under one seamless digital experience.

Year
2025

My role
Senior Product Designer

Case study

Overview

As the senior product designer on the Rocket.com digital Storefront, I worked with a team of product designers, content designers and engineers to redesign our website and launch it as one unified web experience. This new site brings together all of Rocket Companies’ capabilities of home search, mortgages, and more under a single domain. This work supported a company-wide rebrand, a re-vamped product design system, and a restructured site experience that made it easier for users to search homes, learn, and apply in one consistent experience.

Project goals

  1. Showcase the new Rocket brand visually and experientially across the site, with a new logo, brand elements and photography style

  2. Restructure the site architecture to consolidate multiple Rocket entities and websites into one unified experience

  3. Integrate updated design system components and scalable UI patterns

  4. Design, build, QA and launch in under 4 months

My role

  • Senior product designer for the mid-funnel digital storefront on rocketmortgage.com and rocket.com/mortgage

  • Collaborated closely with with product managers, engineers, content designers and marketing stakeholders

  • Performed an audit of photography needs and determined placement of custom photography across the entire site

  • Designed key landing pages, homepages, loan product pages and more, while maintaining consistency across all pages with font sizes, spacing, and UI patterns through keen attention to detail

  • Partnered closely with design system team to ingest changes into our designs, ensuring they were up to date with the latest design system updates

Design process

Review and audit

  • Reviewed sample work done by a team of contract designers that would serve as the jumping off point for our designs

  • Audited the current site and what needed to be redesigned

  • Performed an audit of photography used on the current site and established a shot list of what photography we would need to replace

Strategy

  • Determined strategy for execution - file structure, timelines, etc.

  • Divded and conquered to break the work up across the team

Design and iteration

  • Created high-fidelity designs for every page on the current site

  • Applied the refreshed design system and updated components for consistency

  • Led reviews with stakeholders and iterated based on user feedback and A/B testing insights

  • Implemented custom photography from Marketing team across our pages, while implementing visual storytelling through the placement of photos

Handoff and QA

  • Delivered final designs with clear documentation and prototyping support

  • Partnered with engineers to QA entire site, and ensuring proper craft and alignment to designs

Launch and post-launch

  • Supported launch efforts to QA site after go-live and ensure maintained performance

  • Measured performance during heightened Super Bowl traffic

Outcomes

  1. Unified brand presence and experience across Rocket verticals

  2. Launched in under 4 months from beginning design, successfully accommodated increased traffic from Super Bowl ad

  3. Achieved positive user sentiment from look and feel of site

  4. Set foundation for scalable design updates and future campaign integration

Wrap up

This project was a significant step forward in turning Rocket.com into a true digital storefront for homeownership. It brought together multiple teams and design disciplines and challenged us to build a more cohesive, intuitive, and scalable product experience. It also shaped how we think about long-term product storytelling on the web.