INDUSTRY:
Housing Solar
CLIENT:
Rocket Central
YEAR:
2022
EXPERIENCE:
Service Designer
Solar Lead Generation
about.
Rocket Central engaged me to design a scalable lead-generation experience for Rocket Solar spanning the marketing site, Learning Center, self-serve quote, and callback flows. I mapped the end-to-end journey and rebuilt key touch points to educate first-time solar shoppers and convert interest into qualified consultations. The work combined service blueprints, modular page patterns (value prop + social proof, “4 easy steps,” learning cards), and contextual chat entry points placed at high-intent moments.
challenge.
Discovery showed fragmented touchpoints, uneven messaging, and unclear wayfinding between “learn,” “estimate,” and “talk to us.” Channels (email/direct outreach/trusted discovery/partner) operated in silos, and analytics didn’t cleanly explain drop-offs. With an aggressive timeline, I ran a heuristic + funnel review, sense-made sales call logs to extract real objections, organized four lead-gen channel plays, and created a prioritized experiment backlog aligned to a single service blueprint and measurement plan.
result.
We delivered a repeatable lead-generation framework and UX system adopted by stakeholders: a redesigned homepage with value-led modules, clearer Learning Center navigation, a simplified self-serve quote path, and targeted chatbot prompts.
Beta tests and pilots signaled the right trajectory, estimated lift in conversion, stronger lead quality (internal target: 3.5–4/5), and ~80% stakeholder confidence from prototype demos, leading to a staged rollout (Rocket × Palmetto) with KPIs and A/B test plans baked into the blueprint
