Rocket Digital Design + Design System: Global Launch

As Design Strategy Lead, I led Rocket’s digital transformation and created a unified digital front door. My job was to fix a fragmented user experience, update content architecture, and build a scalable design system for multiple products and brands. I led brand strategy for the front door, redesigned the homepage and information architecture, developed page frameworks, and delivered Spark Design System v1. I set the CMS transition plan, directed Material-based updates, and planned the next version of the design system. Working closely with senior leadership, legal, and over 40 stakeholders, we aligned structure, language, brand, and launch timing for a smooth rollout. Over time, the design system grew to support new business units and products, keeping UX consistent as digital channels changed. This made it easy for Rocket to bring in new acquisitions and adapt to changes, while centralized governance kept the system maintainable and ready for new needs.

Act 1 was the 'material derivative' phase. We rebuilt the system into a unified, scalable layer usable across brands and products. The goal wasn't just consistency, but speed: predictable page frameworks, reusable components, clear content models, and built-in accessibility standards.

This two-stage update allowed us to quickly unify the portfolio, speed up delivery, keep UX consistent, and lower design and development costs by combining everything into one system.