<aside> <img src="/icons/run_red.svg" alt="/icons/run_red.svg" width="40px" /> During the summer of 2023, I had the pleasure of working as a content design intern on the internal product strategy team at Rocket Companies. Among other projects, I participated in a sprint week with four of my fellow team members to conceptualize, design, and present a new prospective individual goal-setting product. During this week, I provided copywriting for the tool and knowledge article as well as supporting ideation and design. An iteration of this product was developed and launched company-wide in February 2024.
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“Hey internal product strategy team! Rocket’s corporate individual goal-setting methodology doesn’t represent the diversity and culture of the company, and therefore is only used by 7.7% of team members. How might we raise our level of awareness and find a better way to create and track individual goal-setting to better serve our team members and their careers at Rocket?”
Our game plan: centering and prioritizing the voices of Rocket team members. We aspired to make a goal-setting system that truly reflected the company’s culture.
Our prototype features an overview of goal types, a knowledge article about goal-setting at Rocket, the opportunity to create a new goal and view it on a talent and performance dashboard.
** Note: This prototype and some of the additional materials in this case study use a previous iteration of Rocket Companies style and voice.*
Starting with stakeholder and senior leader interviews and data analytics, we identified core pain points within the current system and developed our day-by-day sprint plan to…
From experience mapping to user interface speed sketching to storyboarding, curiosity and team member empowerment remained at the forefront of our low fidelity ideation.
We explored the expansiveness of professional development journeys at Rocket, as well as how to facilitate conversations around goal-setting between team leaders and team members to provide a sense of ownership and understanding around individual goals.
The current system had a non-intuitive entry point and required a lot of pre-existing knowledge from team members. The lack of approachability was a major contributor to low use rate of the tool, as many teams either didn’t use it at all or used their own internal goal-setting tools that weren’t aligned with the company’s current tool.
After brainstorming, we began to design a welcoming tool that clearly defined how to create goals in relation to internal review processes, career mobility, skills, accountability partners, and more. Team members wouldn’t use a tool that they didn’t understand, so we made sure that the prototype was informative and inspiring, but not dense.
As our team’s content designer, I generated the copy for the prototype as well as supplementary knowledge article resources to create a robust product ecosystem.