for Rocket Mortgage
A collaborative, cross-company initiative designed to enhance brand loyalty by empowering clients to leverage Rocket products in enriching their daily lives.
The Rocket Rewards program was created around the idea that if clients are given points for interacting with Rocket Mortgage, they’ll be more likely to utilize other Rocket Products.
The program is a rolling MVP implemented in pieces, measured, iterated on, and then expanded. Clients banked over 8,000,000,000 points within the first year.
I led the team from the initial release through to sunsetting the program and handing it off to Rocket Card.
My Role
Director of Product Design
The Team
Nathan Sarlow: Senior Product Designer
Kimmy Le: Product Designer
Our Partners
Chrissy Brackel: Content Design
Lacy Soria: Research
5 digital product managers, 4 product owners, and 4 engineering teams
The Hypothesis
Increase client engagement
by rewarding them for taking actions on various different Rocket products
01
Create a bank of points
by encouraging them to engage with and learn about the mortgage process
02
Increase client knowledge
by rewarding them for reading articles, watching videos, and using calculators
03
First Launch
The first launch leveraged market research and initial client sentiment to create a program focused on a client goal.
It was our goal to implement something fast so that we could measure and further understand client behavior.
We had three key learning objectives that we were going to measure and pivot around over the first six months after launch.
Learning Objective 1
Understand how reward points incentivize clients to interact with learning articles
Learning Objective 2
Measure how much more likely clients are to close on a new mortgage because of reward points
Learning Objective 3
Learn how reward points encourage clients to use another Rocket product
We experienced incredible enrollment into the program and it seemed like clients were using their points like we thought.
Our Biggest Learning
The most impactful learning was that clients didn’t understand setting a goal, their primary redemption, before applying their points. We planned to move away from this format for the next release.
611,364,500
Points banked
323,615
Redeemed toward new mortgages
57,311
Total Members
50920
Learning Quizzes Completed
Research Benchmarking
Second Launch
We took our learnings and iterated to create the next significant launch for Rocket Rewards.
The second launch included changes to how we framed the rewards pages to emphasize the points and highlight all redemptions instead of a specific one.
We tied into the Rocket Credit Card, opening a redemption for clients to use points toward their mortgage balance. Now, users have two point buckets that roll up to one total point value.
Now that we have two different user types, we added filters on the activity page to cater to our two main user types – Home Purchasers and Home Owners.
Learning Objective 1
Understand how clients are using their rewards points
Learning Objective 2
Track which articles are the most popular
Learning Objective 3
Determine if users understand different point structures
We were astounded to see our enrolled clients climb from 50,000 to over 700,000 in just a couple of months.
Our Biggest Learning
We need to meet clients where they’re at. We could have taken the initial Rewards program in many different directions that wouldn’t have served our clients effectively. We listened to feedback and pivoted. While this wasn’t in the direction that we thought we’d be heading it paid off tremendously as we approached the beginning of 2023.
7,088,253,000
Points banked
631,835
Redeemed toward new mortgages
710,364
Total Members
119,758
Learning Quizzes Completed