Rocket Mortgage: Partnership Template

Role: UX Designer
Deliverables: High-Fidelity Mockups
The Team: 1 Product Manager, 1 Content Strategist, 6 Engineers
My Responsibilities: Create a customizable template that is versatile enough to represent the 1,000+ partners but stays within Quicken Loans standards. It was also my responsibility to learn which type of form layout would drive better conversion rate

Problem

Quicken Loans partners with over 1,000 companies to provide mortgage benefits to their employees. These partners would share information and a lead form via email. There was a need for a customizable template that allowed partners to add their own images and copy, while still adhering to Quicken Loans' branding guidelines.

Approach

Comparative Analysis - I began by researching different types of lead forms. The two main formats I observed were the exposed lead form and the progressive lead form. After discussing with my UX Research partner about user testing, we determined that testing wouldn’t fully replicate real-world usage. As a result, I decided to A/B test both formats to determine which would yield a higher conversion rate.

Wireframe, High-Fidelity Mockups, Prototype - I started with sketches and wireframes to lay out the design. Since the engineering team would be building both forms, they could begin development based on the wireframes while I collaborated with the marketing, content strategy, and business intelligence teams to finalize the high-fidelity mockups.

AB Test - I worked with the Business Intelligence team to coordinate the launch of both forms to two similarly sized partner companies. Both forms were launched simultaneously, and we tracked which version had the higher conversion rate.

Results

Post-launch, we found that the exposed lead form generated more leads than the progressive lead form.

Learned

I learned that in some cases, launching designs and measuring real-world results can provide more accurate insights than traditional user testing.