Rocket Auto Leadform Research
UX Research
2022
Lead Researcher,
Project info
Challenge
Rocket Auto, a car-buying startup, planned to launch a “false door” lead form to test customer interest and attract funding from Rocket Mortgage. A week before launch, I realized it hadn’t been tested for usability or trust. I quickly ran a study, shared feedback, and recommended improvements the team could apply immediately.
Solution
In 4 business days, I planned, ran, and analyzed the study, created design suggestions, and presented the findings at the company town hall. The team implemented:
Copy updates for clarity
Navigation updates to simplify sign-up
I shared results on Thursday, giving the team two days pre-launch to act. After launch, the updates drove a 30% increase in lead form conversions.
Platform
Unmoderated Online Interviews via Usertesting.com
Timeframe
1 day to plan
1 day to testing
1 day to synthesis
1 day to design the summary
My Tasks
Research planning, collaborating with stakeholders, research synthesis, summary design, and presentation of the summary to the company.
The project when I started
Results
Deliverables
1-pager summary
Town hall presentation (copy sent upon request)
Key Insights & Impact
Simplified onboarding by removing a duplicate start button that confused users
Increased trust by clarifying how and why phone numbers are used
Improved end-of-flow clarity by reframing the vague “we will get back to you” message
Reduced drop-off risk by recommending upfront pricing/value props to address cost concerns
Outcome
These changes created a smoother, more transparent experience that boosted user confidence and positioned Rocket Auto as a trustworthy, customer-first service.
The project when completed
The impact of my work
Growth Retention
The successful launch and 30% lift in conversions led to:
Rocket Auto’s first customers
Additional funding from Rocket Mortgage
A new research budget, with me leading future studies
With the first usability study for the company being a success:
I was named lead qualitative researcher alongside UX role
I gained tools and training from Rocket Mortgage
My Process
Research Planning
Led meetings with design, development, and product to define key user questions.
Target Users
Used screener questions to identify users eligible and ready to use Rocket Auto.
Survey Design
Presented to the team draft survey questions, assumptions, deliverables, schedule, and budget, and then collaborated on updates.
Research Ops Setup
Partnered with ReOps to set up Usertesting.com and recruit 6 participants + 1 pilot.
Test Creation
Built and launched the mobile-focused test after stakeholder approval.
Testing & Synthesis
Ran pilot and full test; synthesized insights via Miro for quick reference.
Summary Design
Delivered a clear, actionable presentation with the overview upfront, deep findings by page, and key takeaways repeated at the end for maximum retention.
Presentation Impact
Built anticipation with teaser insights, drawing 200+ attendees company-wide to the meeting.
Sparked high engagement in the meeting with excited questions, copy requests, and applause, helping drive understanding and adoption of UX research.
