Rocket Pro - Detroit Labs
Lead Product Designer
D2C - iOS / Android - OCT 2020 - JAN 2022
My Role - Lead Product Design, User Research, User Interviews, Journey Mapping, Sketching, Wire framing, Screen Flows, Visual Design, Interaction Design
As a Product Designer at Detroit Labs, I served a critical role as the lead product designer between our external clients and our internal dev team, orchestrating the entire design process for a native mobile app. My responsibilities ranged from fostering stakeholder alignment and facilitating research to the hands-on design phase. Collaborating closely with a team of 40 engineers, I played a key role in breaking down complex APIs and ensuring a seamless handoff of designs, contributing to the successful development and delivery of impactful mobile applications for our external client in the mortgage origination field.
How might we design a mortgage origination app that effectively caters to individuals outside the realm of full-time real estate agents. The app's primary objective is to seamlessly provide leads from individuals expressing interest in obtaining a home loan, ensuring optimal usability and efficiency for primarily users in the insurance sales domain.
Rocket Pro Insight
What is it?
Leveraging the capabilities of Rocket Mortgage, Rocket Pro empowers real estate professionals and other users with unprecedented control and visibility into each client's home loan process. Eliminating the need for constant dependence on bankers or brokers for inquiries. Rocket Pro delivers clear, easily comprehensible real-time updates about the loan process directly to users' mobile devices. This ensures efficient access to critical information without the constraint of being desk-bound, acknowledging that substantial work is often conducted away from traditional office setups.
“The Season Of Visibility: The 90-Day Awakening”
Upon its initial launch, Rocket Pro Insight fell short in providing the essential features and functionalities our users required. Regrettably, the needs of this user segment were deprioritized in favor of those who could originate loans, given the revenue-generating nature of loan origination. However, since its inception, we have come to recognize a substantial user base heavily reliant on Insight features. Acknowledging the shortcomings in terms of visibility and user autonomy, we have embarked on an ambitious initiative known as "The Season of Visibility: The 90-Day Awakening." This monumental undertaking aims to introduce 30 features within 90 days, all strategically centered around enhancing visibility into the home loan journey. As we navigate this transformative journey, we invite you to stay tuned and witness the evolution firsthand.
Appraisal Visibility
Why It’s Needed
Currently, Originators and Insight users lack the capability to access appraisal statuses or receive updates. User feedback has highlighted frustration with the current process, wherein multiple calls to the lender each week are required to track milestones during appraisals. Recognizing that delays in attention can pose a threat to closing timelines, potentially resulting in financial implications for real estate agents which can impact the originators' commissions.
Users Have Expressed Wanting
Users Want
Access to the appraisal timeline which is critical for establishing expectations regarding completion milestones. Timely insights are crucial as they may necessitate contract adjustments or influence client decisions to proceed or withdraw from the transaction.
Users Want
To obtain a copy of the appraisal report and mitigate concerns arising from clients receiving results ahead of the user, which often leads to fielding panicked inquiries if the home appraises below its expected value.
Moderated User Testing With 15 Users Revealed
This process involved systematically observing and analyzing user interactions, preferences, and feedback, which allowed for comprehensive validation and refinement of the feature to align precisely with user expectations and needs as it pertained too expectations on appraisal statuses.
Users Expected
The lender's provision of appraisal updates, particularly through email notifications, proves beneficial as it facilitates seamless documentation within the Customer Relationship Management (CRM) system.
Some Users
Encounter confusion regarding the correlation between the "Conditionally Approved" loan status and the appraisal status.
Provides
Detailed appraisal progress updates along with emails so they can easily document
Users Want
A more conspicuous visual indicator implemented to help signal an appraisal updates.
Users Identified
The desire for establishing a specified timeframe for appraisal updates, varying from a few days to one business week.
A Design Solution That Achieves The Following
Users expressed a preference for lenders to furnish appraisal updates through email, citing the ease of documentation within Customer Relationship Management (CRM) systems. There was a notable desire for a comprehensive understanding of the appraisal process, including reasons for cancellations and a smooth transition when rescheduling. Respondents also indicated a need for a more prominent visual indicator during appraisal updates and sought clarity on the relationship between the "Conditionally Approved" loan status and the appraisal status. Furthermore, users expressed a keen interest in understanding the correlation between appraisal results and associated conditions, and conveyed distinct expectations for the frequency of updates, ranging from a couple of days to one business week.
In response to these findings, our design solution prioritized the delivery of detailed appraisal progress updates via emails, facilitating straightforward documentation. Additionally, the redesign featured the inclusion of the appraisal order date for user transparency, accompanied by an estimated completion date. To address concerns regarding the confusion surrounding loan statuses, the solution reassured users with a clear indication when a completed and viewable appraisal report was available. This approach aimed to enhance user experience, providing clarity and transparency throughout the appraisal process.
Displays
Appraisal order date with users and provides an estimated completion date.
Users Preferred
To be made aware of the rationale behind the cancellation of an appraisal and the ability to seamlessly transition to scheduling a new appraisal if one is needed.
Users May Need
Help discerning the relationship between appraisal results and conditions.
Reassures
There is a completed and viewable appraisal report.
Business Impact
We implemented an appraisal visibility feature within the loan details for RPO and RPI to offer users comprehensive context throughout the appraisal journey, spanning from the order requirement to completion. Subsequently, upon our client's reception of the appraisal, both Insight users and originators gain the ability to access and review the appraisal. This on-demand accessibility facilitates real-time monitoring of the appraisal status and results, empowering Insight users and originators to effectively advocate on behalf of our clients.
Why It Matters
The appraisal stands as a significant milestone in the loan process. Establishing visibility to discern whether an appraisal is waived or tracking its progression enhances our communication with Insight users and originators. Furnishing copies of all client-delivered appraisals to our RPI and RPO users ensures they remain well-informed, enabling them to support our clients with a heightened sense of confidence.
Title Visibility
Why It’s Needed
Presently, Originators and Insight users lack the capability to access title statuses or receive updates. Users have communicated frustration with the necessity of making multiple weekly calls to lenders during the title phase to monitor milestones. Delays in attention during this phase pose a risk to closing timelines, potentially resulting in financial implications for real estate agents and impacting originators' commissions. Notably, our agents commonly engage preferred title companies and initiate title work post a successful appraisal. In this facilitative role between the title company and lender, agents perceive visibility and knowledge as empowering tools, providing them with the confidence and capability to perform their duties effectively.
Users Have Expressed Wanting
Users Want
Clarification into Title Status. Not Ordered, Order Sent by Lender, Order Received by Title, Title Work in Progress, Title Work Completed and Received by Lender. Additionally, users seek visibility into the synchronization of title fees with the lender, occasionally conducting reviews to identify any discrepancies that may potentially impede the closing process.
Moderated User Testing With 15 Users Revealed
This process involved systematically observing and analyzing user interactions, preferences, and feedback, which allowed for comprehensive validation and refinement of the feature to align precisely with user expectations and needs as it pertained too expectations on Title Visability.
Users Expected
Clear and specific title statuses, such as title work ordered, title work sent to lender, etc.
Provides
User’s with the ability to help us with title if we are having trouble contacting the title company/closing agent.
Users Want
To be the drivers of title status and title work progress within RPI.
A Design Solution That Achieves The Following
Users expressed a strong preference for clear and specific title statuses, desiring detailed visibility into the progression of title work, including stages like "ordered" and "sent to lender." Additionally, users indicated a preference for being actively responsible for sharing closing information with clients, dictating who should be present and what documentation is required. Furthermore, users expressed a desire to take the lead in tracking title statuses and the progress of title work within the Real Property Insight (RPI) platform. In response to these findings, our design solution prioritized empowering users with the ability to assist in title-related matters when contacting the title company or closing agent proves challenging. The redesign ensures clearer presentation of title statuses and associated points of contact, reinforcing the accuracy of information and enabling users to vet and facilitate title-related details effectively.
Displays
Clearer title statuses and relevant POCs.
Users Preferred
Being responsible for sharing closing information with client, such as who should be there and what to bring.
Reassures
We have the correct information and allow users to vet and facilitate title information
Business Impact
We implemented title visibility within the loan details of RPO and RPI to furnish users with contextual information regarding the title journey, spanning from the initial "not ordered" phase to completion. This feature equips users with the capability to verify and provide essential title contact information. Dynamic language is employed to accurately represent the entities responsible for obtaining title, varying by state, such as escrow, attorney, or buyer's title company, ensuring alignment with industry terminology. Recognizing title clearance as a significant milestone in the loan journey, this feature empowers RPI and RPO users to validate and provide contact information promptly upon application submission. Timely acquisition of the title entity's contact information expedites the request for title documents, streamlining the process of title clearance.
Why It Matters
Possessing insights into the title status and identifying potential issues empowers our RPI and RPO users to proactively collaborate with clients, addressing any issues that could potentially impact the signing or closing date. Granting users the capability to update title information not only provides them with autonomy over their loans but, also enables our support bankers to focus on critical tasks, ensuring the timely closure of loans. This streamlined process enhances efficiency and facilitates effective client communication throughout the loan lifecycle. This increased autonomy also decreases the need and time it takes for support to handle all the emails and phone calls on statuses, saving the company millions.
Closing Visibility
Why It’s Needed
Currently, both Originators and Insight users lack the capability to access closing statuses or receive updates, a significant gap in the functionality of our platform. The closing phase represents the conclusive element in the home buying journey, characterized by set deadlines and critical time frames. Users have voiced dissatisfaction with the current state of affairs, necessitating multiple weekly calls to lenders during closing to monitor milestones. Any lapses in attention during this crucial phase pose a tangible risk to closing timelines, potentially resulting in financial implications for real estate agents and impacting originators' commissions. Addressing this deficiency is imperative to fortify our platform's utility and meet user expectations.
Users Have Expressed Wanting
Users Want
Enhanced visibility into closing details, including the anticipated or scheduled signing date, precise funds to be brought or received at closing, a comprehensive list of attendees required, along with justifications for their presence. Additionally, users express a strong desire for real-time updates and accurate information pertaining to the entity overseeing the closing process, coupled with their contact information. Addressing these user needs is integral to providing a robust and comprehensive closing experience within our platform.
Why Forego Testing
Leveraging insights from our Relationship Managers (REMs) who had provided valuable information on user preferences during the closing process, we recognized the standardized nature of the procedures involved. Faced with time constraints and resource limitations, we made the strategic decision not to conduct extensive pre-release testing. Instead, we opted to gather comprehensive input from our Subject Matter Experts (SMEs) and adopted an agile approach of releasing the product iteratively. This methodology allowed us to expedite the deployment of essential features while remaining responsive to user feedback, ensuring a dynamic and adaptive development process aligned with the evolving needs of our users and the constraints of our project timeline.
Gives
Information pertaining to closing that insight and originators need to facilitate a smooth closing.
A Design Solution That Achieves The Following
Provides critical information essential for Insight and Originators to streamline the closing process effectively. Offers a detailed display of closing statuses, key locations, and necessary attendees for a comprehensive understanding of the closing event. Ensures Originators and Insight users of the accuracy of all presented information and confirms that the closing remains on schedule. This feature aims to enhance transparency and facilitate a seamless closing experience within the platform.
Displays
Closing statuses and important locations and required attendees for closing.
Reassures
Originators and Insight users that all information is correct and closing is on schedule.
Business Impact
We established enhanced closing information visibility within the loan details of both RPO and RPI, providing users with comprehensive insights into critical closing details. This includes details such as the anticipated/scheduled signing date, specifics on funds to be brought or received at closing, the requisite attendees for the closing process along with justifications, information about the entity conducting the closing, including their contact details, and a curated list of recommended items for clients to bring to the closing. This feature ensures a holistic view of the closing process, empowering users with the information needed for a smooth and well-prepared closing experience.
Why It Matters
Ensuring timely closures remains a paramount concern for our Originators and Insight users. By offering visibility into crucial data points associated with the closing process, our RPI and RPO users can effectively track the closing journey and establish accurate expectations with clients. This feature enables real estate agents to effortlessly review vital information concerning the closing, enhancing their ability to stay informed and address client inquiries promptly. The self-serve functionality alleviates the workload on closing agents, fostering a proactive approach to resolving issues as they arise.
Take a Leap
Navigating the challenge of introducing an unrequested feature became imperative when facing the potential loss of Rocket Mortgage as a client due to budget constraints. Recognizing the opportunity to add value to our stakeholders, I identified the Refer feature as a critical aspect that needed improvement within our product. Historically implemented as a responsive web page, I envisioned a more optimized solution, especially considering the growing importance of real estate agents to our application's future. Motivated to address this gap, I advocated for the development of the Refer feature natively during our regular sprint work. After a dedicated four-month development effort, we successfully delivered Refer to the client, garnering a highly favorable reception that solidified their commitment with an extended 6-month contract.
Native Refer
The seemingly straightforward task of implementing a referral feature revealed unforeseen complexities, challenging the initial perception of it being an "easy win." As we delved into the implementation process, it became apparent that, due to the nature of information acquisition for client referrals, the user experience needed to be meticulously segmented into smaller pages. This segmentation was essential to guarantee proper loading and error handling. However, the introduction of this new taxonomy posed a considerable need for custom work. Analyzing the array of API calls and server interactions required, I made the strategic decision to allocate a designated page for each call. This approach ensured the accurate capture and parsing of information before progressing to the next screen, enhancing data integrity. Despite the initial estimation of a two-month development timeframe evolving into a four-month endeavor, we successfully delivered the refer feature. This implementation not only met the technical challenges but also resulted in a twofold increase in the submission of referrals through the native platform.
Why Forego Testing
The decision to bypass testing for a new feature stemmed from a strategic evaluation of the existing infrastructure. The feature in question was already live on the web, and all the necessary APIs were successfully functioning in that environment. Recognizing the seamless integration of these APIs on the web, the logical conclusion was that the transition to a native mobile setting would be relatively straightforward. The underlying processes and functionality were already validated through the web deployment, minimizing the risk associated with potential issues. Given this context, the decision was made to leverage the existing API calls for the native mobile application, streamlining the development process and expediting the release of the feature without the need for redundant testing.
What Users Said
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“Using Rocket Pro Insight is making it easier to get answers for my clients. I like having more control through the self-serve features so I can keep moving quickly without needing the help of a banker to answer all of my questions.”
Laurie P
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“It’s going to have everything that I, or any other agent, needs to know. Best yet, it will be right on an app that I can pull up to see where we’re at in the process. That’s going to save a lot of time.”
Jamie K
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“When I learned about this I thought, This is Amazing! If I know about hiccups in the mortgage process sooner I can help my client keep the process moving forward. With Rocket Pro℠ Insight I have the visibility I need to do that.”
Lindsey B
