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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?
A quick snapshot of my process.
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.
From a technical standpoint, unifying these profiles was 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 for advanced personalization, marketing, or a seamless, single-login experience across Rocket.
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.
User and business challenges
For a user
Separate logins for each Rocket service, resulting in a disjointed experience.
For the business
Rocket couldn’t fully leverage data to personalize relevant offers leading to an inefficient marketing pipeline.
Visualization of user and business challenges for Rocket
The stakes were high
Fragmented user profiles made it nearly impossible to deliver the relevant, personalized experiences Rocket aims to provide.
This impacted 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...
This image shows the "How Might We" question that highlights the problem statement. The question is, "How might we consolidate user accounts into a single, secure profile- giving customers the convenience of centralized access while improving cross-company marketing efficiency?"
Customer Needs
Business Needs
Defining the project scope
I worked closely with Product Managers, Researchers, and Engineering leads to set a scope.
The goal was to directly address a well-documented pain point and lay 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.
Ideation and Sketching
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)
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 2 (Preferred): A Card based layout
This stands out compared to other elements on the page but with relatively lower hierarchy.
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.
Option one, for placing the merge call-to-action in the user settings page by the help of a pop-up.
Option 1: Merge CTA as a Pop-up on the web version
Desktop version of the option 2 Merge account CTA card that is nested within the user settings.
Option 2: 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 then confirm the accounts they want to merge.
Mid fidelity iterations for the account merge flow
Constraints along the way
Collaborating with the development team, I found 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.
Design rationale behind the iterations
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.
Wireframes to high fidelity designs
1. Merge Account Call-to-action (CTA)
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 for account merge card
Iteration 2 for account merge card
Desktop version of the account merge CTA
2. Account Merge Review Page
For the Merge Review page, 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.
Iteration 1 of merge confirmation screen
Final design of merge confirmation screen
Merge confirmation designs of 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 during the merging process,
Success State
Loading state during the account merging process.
Loading State
Error state during the account merging process.
Error State
Final designs: An Effortless Experience
Bringing together all the pieces of Account Merge flow together, I had a final design review session with Design Manager, PM and Engineering Lead.
For the most part, the Account Merge process from start to end should take a user no longer than a few minutes — 5 minutes tops. 
The menu in the MyRocket app that is the entryway for the account merging process. The users click on to sign in and security to go on that page where they could see the account merging CTA being populated for them. The call to action for account merging shows the user benefits of merging their accounts in a simplified, easy-to-digest manner, while also prompting them to go ahead and merge their accounts. The sign-in screen that the user encounters when they first enter the account merging process. The user has to sign in to the other account that they'd like to merge with the current account. As a part of the account sign-in process, users also have to undergo a multi-factor authentication process that verifies the ownership of the account.
The users are then given information about what will happen to their current account (which account will be the primary account and which account will be deleted), along with what happens to the data from the deleted account. The users are also informed about the account they need to use in the future.. This screen is the Merge Account Confirmation screen. This screen is supposed to let the user know that account merging is a permanent process and cannot be undone. If they have any questions, they can go back and review the details on the earlier screen or reach out to customer service. If the user do not have any questions, then they can click Confirm and Merge, and the account merging process will start. As the account merging is happening, the users see a loading screen that lets them know that their accounts are being merged, and it should take a few minutes. Once the accounts are successfully merged, a success screen is shown to the users letting them know that the process is now complete, and they can use the primary account to access both of their merged services from now on.
Thank you for reading!

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