Simplifying home loans
Overview
Creating a scalable, research-driven template system for 14+ loan products that improved clarity, supported marketing flexibility, and reduced operational overhead across design, engineering, and legal workflows.
Role
Lead Product Designer
Team
Product Design, Research, Marketing, Legal, Engineering
Timeline
4 week
Opportunity
Over time, Rocket’s loan product pages had become fragmented, creating inconsistent experiences for users and operational inefficiencies for internal teams. Users struggled to understand and compare loan options, while marketing, legal, and product teams lacked a scalable framework for creating and maintaining pages. To solve this, I designed a reusable page system that standardized 14+ loan products, improved decision-making through research-backed content patterns, supported marketing flexibility, and streamlined future page creation.
Key findings
While each template explored a different approach to loan decision-making, testing revealed four consistent patterns that resonated with users. These principles informed the structure, content strategy, and design decisions that shaped the final framework.
Help users decide quickly
Surface the information needed to determine fit.
Build trust through transparency
Clearly communicate benefits and tradeoffs.
Make comparison effortless
Reduce the work required to evaluate options.
Provide support when needed
Offer guidance without overwhelming the experience.
The final framework
Instead of creating individual page solutions, I developed a reusable framework that could scale across 14+ loan products while supporting different levels of complexity, marketing initiatives, and future growth.
Product pages - After
Benefit first content
Surface key information upfront so users can quickly assess fit.
Goal-oriented language
Goal-oriented language helps users quickly identify which loan best fits their situation.
Comparison built-in
Make comparing loan options intuitive without having to go to another page.
On-page navigation
Supports deeper exploration without disrupting the experience.
Guided support
Offers contextual guidance throughout the decision-making journey.
Transparency of the process
Sets clear expectations around qualification and next steps.
Designing beyond the page
What began as a loan page redesign became an opportunity to rethink how Rocket Mortgage creates, scales, and maintains product experiences. By combining user research, reusable templates, AI-assisted content generation, and cross-functional process improvements, I developed a scalable framework that supports 14+ loan products, marketing initiatives, and future launches while helping borrowers make more informed decisions.
For users
Help users understand, compare, and confidently choose the right loan.
For the team
Reduce duplication and operational overhead by establishing reusable templates, content patterns, and workflows.
For the business
Create a consistent, scalable experience that supports both product and marketing goals while improving SEO performance.