Rocket Mortgage

What

Optimized mortgage application form content for clarity, brevity, and comprehension.

How

• Audited "before" content and assessed for readability using the tenets of good UX copy
• Re-wrote it to make it clearer and cut out jargon as best as possible, or defining industry terminology where cutting it out was unavoidable
• Broke up long sentences into shorter ones and chunked out longer paragraphs on interstitial screens that needed more copy
• Added in conversational language with contractions, personal pronouns, and elements of personality or delight where it made sense
• Created scannability by formatting any series of items as bulleted lists, and utilizing typography to guide readers' eyes toward specific words and reading patterns
• A/B tested the re-writes against the "before" version in a live environment with a small population of users

Results

• In three (3) months after releasing the clearer content re-writes to our full audience base, Rocket Mortgage Application conversion doubled for purchase consumers
  • KPI = percentage of consumers who started an application online and completed the application online by downloading an approval letter

• Mobile web conversion moved from 8% to 16% for an 8% increase
• Desktop conversion moved from 18% to 33% for a 15% increase

Rocket Mortgage

What

Created canned copy variations for internal developers to use for app version deployments to App Stores.

How

• Analyzed previous App Store release types to identify trends (e.g. new feature launches, bug fixes, etc.)
• Wrote variations of release notes copy tailored to different release types
• Leveraged UX writing and App Store product page content best practices. Leveraged Rocket Mortgage brand content style and usability guidelines.

Outcome

• Stored this strategy (including real copy variations to use) centrally to guide and empower my engineering partners to make their own content decisions, without having to consult with a UX writer on each individual release, for this small and minimally impactful content need

Rocket Mortgage

What

Led research on usage of first person versus second person pronoun perspectives on button components to influence design system content guidelines.

How

• Analyzed existing use-cases for both, and their success rates, to formulate preliminary primary and secondary case studies and hypotheses
• Implemented an A/B experiment for different copy variations on the Rocket Mortgage purchase homepage. Variations leveraged different pronoun perspectives (first person, second person, no pronouns at all)
• Assessed findings with data scientist and product manager to understand how these different grammar rules impacted performance for a specific user segment

Outcome

• Implemented UX guidelines for button content in our design system, based on research findings