As Design Strategy Lead, I spearheaded Rocket’s digital transformation, architecting a unified digital front door. My mandate was to overhaul a fragmented user experience, modernize content architecture, and build a scalable enterprise design system supporting multiple products and brands. I drove front-door brand strategy, led homepage and IA redesigns, developed page frameworks, completed the Spark Design System v1, established the CMS transition roadmap, set Material-based retooling direction, and planned enterprise-wide design system v2. I orchestrated intensive collaboration with senior leadership, legal, and 40+ stakeholders to align structure, language, brand, and launch timing for a seamless enterprise rollout.
Act 1 was the “material derivative” evolution. We overhauled the system into a unified, scalable layer that could move across brands and products quickly. The intent was not just consistency—it was speed: predictable page frameworks, reusable components, content models that kept copy coherent, and accessibility standards embedded into patterns.
This two-stage retooling enabled rapid unification across the portfolio, increased shipping speed, kept UX consistent, and lowered design/development cost by consolidating duplication into one maintained system.