Rocket: Product + Engagement Strategy

Rocket Homes needed a growth plan that treated engagement as a lifecycle, not a campaign. The challenge was maintaining relevance between major transactions while building trust and confidence. I developed a lifecycle model that defined the relationship stages and the moments that matter across search, purchase, ownership, and move cycles.

Full deck: View the complete strategy document (PDF)
https://acrobat.adobe.com/id/urn:aaid:sc:us:1223c025-b21e-4bb8-97fa-fcee57213ab3

Full strategy deck (PDF): This document captures the working vision and alignment tool used with stakeholders across product, design, and engineering. It details the lifecycle model, engagement mechanics, and example initiatives that translate the strategy into a buildable roadmap. If you’re skimming, start with the lifecycle framework and the north-star experience view; the rest ladders into supporting rationale and prioritization.

The strategy paired each stage with a content and experience system: what value to deliver, what questions to answer, and what signal to capture. It linked onsite experiences with messaging, nurture, and service handoffs so the entire ecosystem felt coordinated. Measurement was built in—each stage had a KPI target and a way to learn faster. Key outputs included a shared customer lifecycle framework, prioritization principles for engagement features, and a roadmap-level view of system opportunities across touchpoints. The core finding: sustained growth would come less from optimizing individual conversion events and more from designing continuity, utility, and narrative coherence throughout the homeowner journey.

The result was stronger activation and retention through clearer next-best-actions, more effective stage-specific engagement, and increased long-term value as Rocket stayed relevant across the ownership journey.

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