RentRewards

A targeted product experience on Rocket.com designed to engage, nurture and convert the renter audience.

Year
2025

My role
Senior Product Designer

Case study

Overview

Rocket launched a new product experience targeted current renters who were interested in homeownership—a segment often underserved by most home buying campaigns. The program centered on offering a reduced closing costs incentive to qualified renters and as the lead designer on the project, I supported the efforts by creating a custom landing page and targeted placements across Rocket.com. This work aligned with a broader campaign strategy to capture renters earlier in their journey and nurture them toward homeownership.

Project goals

  1. Engage a historically overlooked renter audience on Rocket.com

  2. Introduce a compelling offer: reduced closing costs for future buyers based on rental payments

  3. Build awareness and inspire interest and action, through targeted placements and entry points

  4. Support long-term conversion with education and nurturing strategies

  5. Test the viability and value of segment-specific digital experiences

  6. Track metrics based on user engagement/click through rate and time spent on site

My role

  • Lead designer for the RentRewards experience, from concept through launch and post-launch efforts

  • Collaborated closely with designers product, performance marketing, research and analytics

  • Designed the custom landing page, offer visuals, and cross-site placements

  • Partnered with stakeholders to align RentRewards with broader funnel strategy

  • Defined the user journey and page interactions to support engagement and clarity

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 

Wrap up

This was an experiment in audience segmentation and client nurturing. By building an experience specifically for renters, we learned how to speak directly to future home buyers earlier in their journey and provide a specific group with a relevant and personalized offer. This program set the stage for smarter nurturing and more inclusive digital experiences across Rocket.com.