This is an example of our 15-Year rates page and the final IA structure we used to plan navigation to this page and all other rate pages
This is an example of our 15-Year rates page and the final IA structure we used to plan navigation to this page and all other rate pages
1
Noticing gaps in the initial IA structure, I organized a brainstorming session, led discussions, and created journey maps to explore solutions and align the team.This process helped us find the best solution.
Noticing gaps in the initial IA structure, I organized a brainstorming session, led discussions, and created journey maps to explore solutions and align the team.This process helped us find the best solution.
Noticing gaps in the initial IA structure, I organized a brainstorming session, led discussions, and created journey maps to explore solutions and align the team.This process helped us find the best solution.
2
Developed a comprehensive strategy that optimized the current rates page and provided a future-proof framework for additional pages.
Developed a comprehensive strategy that optimized the current rates page and provided a future-proof framework for additional pages.
Developed a comprehensive strategy that optimized the current rates page and provided a future-proof framework for additional pages.
3
The creation and integration of these new pages into our storefront resulted in a 49% increase in lead-to-conversion rate and a 17% boost in credit pulls.
The creation and integration of these new pages into our storefront resulted in a 49% increase in lead-to-conversion rate and a 17% boost in credit pulls.
The creation and integration of these new pages into our storefront resulted in a 49% increase in lead-to-conversion rate and a 17% boost in credit pulls.
Role
As an experience designer, my role was to analyze user navigation within the existing information architecture, recommend improvements, and design a versatile template to serve as the foundation for all the rate pages.
As an experience designer, my role was to analyze user navigation within the existing information architecture, recommend improvements, and design a versatile template to serve as the foundation for all the rate pages.
Goal
The goal of this project was to enhance SEO value, improve conversion rates, and create a well-designed, user-friendly page that allows for seamless navigation.
The goal of this project was to enhance SEO value, improve conversion rates, and create a well-designed, user-friendly page that allows for seamless navigation.
This is an example of our 15-Year rates page and the final IA structure we used to plan navigation to this page and all other rate pages
These are examples of a few user journey map iterations we went through during the creation of these pages. We ultimately landed on the light gray one titled 'Final Recommendation.'
The Journey
We went through multiple iterations to create user journeys, aiming to understand how users would navigate to these pages and how to better connect them to increase SEO value. We decided to link them in two key places: from the mega menu under 'Rates' for easy access, and on the main rate page to provide more specialized information for clients.
We went through multiple iterations to create user journeys, aiming to understand how users would navigate to these pages and how to better connect them to increase SEO value. We decided to link them in two key places: from the mega menu under 'Rates' for easy access, and on the main rate page to provide more specialized information for clients.
We went through multiple iterations to create user journeys, aiming to understand how users would navigate to these pages and how to better connect them to increase SEO value. We decided to link them in two key places: from the mega menu under 'Rates' for easy access, and on the main rate page to provide more specialized information for clients.
Results
Through proactive collaboration and strategic problem-solving, we optimized the existing rates page and created a solid framework for future pages. This approach resulted in a 49% increase in lead-to-conversion rates and a 17% boost in credit pulls, driving significant success for the team and organization.
Through proactive collaboration and strategic problem-solving, we optimized the existing rates page and created a solid framework for future pages. This approach resulted in a 49% increase in lead-to-conversion rates and a 17% boost in credit pulls, driving significant success for the team and organization.
These are examples of a few user journey map iterations we went through during the creation of these pages. We ultimately landed on the light gray one titled 'Final Recommendation.'
Rocket Mortgages welcome page to Rocket's online mortgage application flow, where we've crafted a warm neighborhood ambiance featuring a diverse community.
These are examples of a few user journey map iterations we went through during the creation of these pages. We ultimately landed on the light gray one titled 'Final Recommendation.'
