Rocket Account Merge

Cover image showing the account merge view screens that let the user know which is going to be the active account and which is going to be the inactive one.

Simplifying Multi-Account Access

The Rocket Account Merge Experience

In a hurry? Here’s the TL;DR

Overview

Rocket Mortgage is one of America's largest mortgage lender. They help individuals to achieve their home buying dreams by the way of mortgages, financial planning, loans, and more.

Rocket customers often use several Rocket products. Over time, 40% of customers ended up with multiple profiles. This fragmentation drove up support overhead, made personalization difficult, and diluted the overall Rocket experience.

My Role

UX Design

Design Strategy

Visual Design

Prototyping

Collaborators

Sr. Designer - Paul Gehrig

PM - Jennifer Radmacher

Engineering Lead - Advait D.

Duration

3 months

Problem

How can we streamline multi-account access for customers while gathering better insights to personalize experiences and reduce acquisition and support costs?

60k+ clients

with multiple accounts

210M+

Potential serviced clients

What did I do?

The Impact

$22M

Increase in annual revenue from better user identification and targeted marketing.

Increased Retention

A clearer, friendlier account management journey.

Enhanced Personalization

By better anticipating customers needs and preferences.

23%

Reduction in support tickets by eliminating duplicate profiles and streamlining account management.

Interested in reading more? Here’s a deeper dive...

Why is account merging important?

Customer Data Platform (CDP) aims to unify everything related to customer data across all Rocket companies—so that marketing, customer acquisition, and service teams all pull from the same, accurate source of truth.

The Account Merge feature is just one piece of a larger Customer Data Platform puzzle. Account Merge was identified as the highest priority entry point.

A graphical representation of what Rocket Customer Data Platform is and how it helps simplify personalization for Rocket by consolidating all of client information under one umbrella.

From a technical standpoint, unifying these profiles was the “lowest hanging fruit,” an essential first step toward building a single source of truth for each customer.

Without merging accounts, it would be impossible to leverage a shared data platform for advanced personalization, cross-company marketing, or a seamless, single-login experience across Rocket Mortgage, Rocket Money, and other services.

User and business challenges

For a user

Imagine you’re using Rocket for multiple financial needs - refinancing your mortgage, budgeting with Rocket Money, or maybe exploring personal loans.

Each touchpoint under the Rocket umbrella creates a separate login, resulting in disjointed experiences and siloed customer data.

For a business

From a business standpoint, these fragmented accounts translated into higher support costs, missed cross-selling opportunities, and an inefficient marketing pipeline.

A lack of unified identity resolution meant we couldn’t fully leverage the data to personalize engagements, present customers with relevant offers and experiences at the right time or manage privacy rights across different Rocket services.

The stakes were high

Not only did juggling multiple logins inconvenience users, it also placed a heavy operational burden on Rocket.

Fragmented user profiles made it nearly impossible to deliver the relevant, personalized experiences Rocket aims to provide—ultimately impacting both customer satisfaction and the company’s bottom line.

Operational Inefficiencies

Multiple, disjointed profiles led to resource-heavy support calls and manual account merges

User Confusion

Clients struggled to keep track of login details and service settings, eroding trust and reducing overall satisfaction.

Missed Cross-Sell Opportunities

Without a single, unified view, marketing struggled to deliver the right offers at the right time.

Risk of Churn

As fragmented experiences piled up, so did the chances that frustrated customers would seek simpler solutions elsewhere.

That brings us to the crux of our dilemma...

Customer Needs

Business Needs

Defining the project scope

Before pushing forward, it was essential to clarify who needed to be involved and what we’d tackle first. Working closely with Product Managers, Researchers, and Engineering leads, I collectively defined our initial focus for the MVP.

By honing in on Rocket Mortgage and Rocket Money first, we set a manageable scope that directly addressed a well-documented pain point, laying the groundwork for broader unification later.

An image of the research behind choosing Rocket Account Merge as an MVP. The research insights, business impact, and engineering vision together inform what should be the MVP for Customer Data Platform.

Competitor Analysis: Patterns and Insights

To understand industry best practices and user expectations, I examined how other platforms—ranging from social networks like LinkedIn and Facebook to marketplaces like Amazon approached account merging.

While some platforms added supportive prompts or guidance along the way, the core interaction remained the same: a deliberate, user-initiated action rather than an intrusive notification.

LinkedIn Merge Connections Feature

The option to merge duplicate accounts and transfer connections is nested under the Account Settings.

The users are informed on what to expect when they initiate the account merge process.

Amazon Audible Account Merge

Amazon presents the option to merge accounts as a pop-up when the user logs in.

They also highlight the benefits so that the users are prompted to take action.

Screenshot of Amazon account merged to Audible confirmation

Facebook Pages Merge

The user has to put in a request to merge duplicate pages, provided they meet the requirements.

These requirements are mentioned on the same page along with what can and can’t be done.

Screenshot of the confirmation and request page for merging duplicate Facebook pages

Ideation and Sketching: Exploring the possibilities

Working with the Engineering team and the Product owners to understand the constraints, I constructed a preliminary flow for the account merge process.

Based on this user flow, I started ideating by sketching and creating mid-fidelity wireframes that illustrate the account merge process on top of existing designs.

User flow diagram for the Merge account workflow

1. Merge Account Call-to-action (CTA)

I tried multiple ways of showing the Merge Accounts CTA and held design review sessions with the team to get feedback on the options.

Option 1: A Pop-up (Higher hierarchy)

A pop-up nudges the users to make a choice upfront. The users need to take action before doing anything else.

Option one, for placing the merge call-to-action in the user settings page by the help of a pop-up.

Img: Merge CTA as a Pop-up on the web version

Option 2 (Preferred): A Card based layout

This stands out compared to other elements on the page but with relatively lower hierarchy. Allows the users to complete other tasks without being too much in the face.

This option was chosen since the users are not interrupted by the pop-up every time they go to Account Settings page. It also works best with the mobile designs.

Mobile version of option 2 which uses a card-based layout for introducing the Merge Account CTA to the user.

Img: Card version of the Merge CTA on mobile

Desktop version of the same Merge account CTA card that is nested within the user settings.

Img: Card version of the Merge CTA on web

2. Signing-in and merge confirmation

The next step in the account merging process is signing into the other Rocket account. The users also have to complete the Multi Factor Authentication (MFA) process as a part of the Sign-in process.

The users then confirm the accounts they want to merge.

Iteration 1

Let’s the user know which account are being merged.

There is no clarity about the merging process.

The users don’t know the process is irreversible.

Unsure if this will impact the user’s daily experience.

Wireframe of the confirmed Merge account screen on mobile.

Wireframe of the Confirm Merge Accounts model on web.

Constraints along the way

Throughout the wireframing process, I kept the engineering team in the loop making sure my designs were technically feasible.

Turns out, the complexity of API’s made implementation of the account merging process in a modal as per the initial plan difficult.

Based on this feedback, I updated the designs so that the entire merge process is now opens in a new page.

Iteration 2

Let’s the user know which account are being merged.

More details about what happens to their accounts.

The users are informed that merging is permanent.

A lot of text to read and remember to make a decision.

Iteration 2 of the wireframe for the Merge Review screen on mobile.

Iteration two of the wireframe for Merge review and confirmation screen on web.

Further reducing the complexity

A key issue that needed addressing was there is too much important information on the Merge Confirmation screen.

This could lead to a cognitive overload for the users and they might not end up reading and remembering it all.

The Merge flow is now split into two; 1st part has all the important information about the process and 2nd is the confirmation.

Iteration 3

Let’s the user know which account are being merged.

More details about what happens to their accounts.

The users are informed that merging is permanent.

“Confirm and Merge” is now separate from the information.

Iteration 3 of Merge review screen on mobile

Iteration three of the confirm merge accounts screen on mobile

Iteration 3 of the merge review screen on web

Iteration 3 of Merge Confirmation Screen on web.

Wireframes to high fidelity designs

1. Merge Account Call-to-action (CTA)

With the help of the Content Writers on the team, I saw a perfect opportunity to use the CTA to deliver the value proposition of Account Merging to the users.

This gives a clear idea of what the Account Merging process is and it’s benefits.

Iteration 1

Iteration two of the final designs for Merge CTA card in the user account settings.

Iteration 2

The Merge CTA card highlights the benefits of merging accounts.

Providing essential information upfront helps users understand the benefits, increasing the likelihood they’ll start the process.

Iteration three of the final Merge account CTA card visual design in the user account settings.

Iteration 3

Final and chosen iteration of the Merge CTA card in the user account settings. The card now has a different virtual treatment that draws users' attention towards it and also gives the value proposition for merging accounts in a condensed, scannable way.

Final Version

Iteration 4 was chosen because of it’s simple condensed format with scannable information.

The design of the CTA card also stands out from rest of the content just enough while still being a part of the design language.

The responsive version of the same card for Merge CTA on the web version.

Web responsive design of the Merge CTA in Account Settings

2. Account Merge Review Page

Further building on the wireframes, I tried a few iterations of the Merge Review page. Collaborating with the Content Writers on the team, I ensured the messaging is clear and unambiguous.

The goal was to balance visual information with written information so that the users are not overwhelmed.

Merge review card for mobile designs that lets users know which account will be active and which will be inactive, Iteration one

Iteration 1

Iteration 2

The goal was to make it simpler for the user to understand what happens to their accounts after the merging process.

Final iteration for the merge review card. Hide Fidelity designs for mobile. This iteration separates the review screen and the confirmation screen into two different screens, so that the user is not overloaded with information.

Final Version with a separate confirmation modal

This iteration uses color along with visual elements to distinguish which account stays and which will be inactivated.

This paired with a a separate confirmation modal is helpful to prevent accidental merges.

The desktop version of the merge review screen that shows the user which account is going to be deleted, and which one is the primary account.

This is how the responsive Merge Confirmation design looks on web

3. Success, loading and error states

To ensure a seamless experience and user awareness during and after the merging process, I made sure there are simple loading, success and error states.

Success State

Loading State

Error State

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