IPAC Chat Experience

Project overview

My team was tasked with creating an AI chatbot experience for the Rocket homepage that collects clients’ income, property, asset, and credit (IPAC) information. This not only helps mitigate banker call overload, but allows clients to speed up their mortgage application process through self-service.

Results

The moment we’ve all been waiting for. In the first 2 months, this project saw:

  • 80% of clients choosing to start the IPAC flow

  • 29.3k completions

  • 6-10% more clients completed the flow with my copy variant versus
    the control in A/B testing

My role

I led the content strategy and UX writing for this feature, as well as assisted with the conversational design of the experience.

A major obstacle of this project was the length: the IPAC flow consists of 15+ questions, which can feel like a never-ending experience in chat. I first created a strategy around which questions could be asked together. This helped us lessen the overall number of “turns” our chat took, but ensured questions asked in the same message were somewhat related to each other. These groups were then fed to the AI model to influence the way it navigated the conversation.

At the start of the project, I took ownership of creating the conversational flow. This included the happy path based on my question groups, but also accounted for unhappy paths and digressions in the conversation (i.e. when a client says “no”, or gives a response we don’t expect).

Highlights of this project:

  • Content A/B test: The control copy variant to initiate the IPAC flow was “Fast track", but I pushed hard to test a variant of copy that read “Do it myself”. I felt the copy aligned to our brand principle of empowerment, and after some research and competitive analysis, I found it had already seen success within the industry. Post-launch, we found that clients who clicked “Do it myself” were 6-10% more likely to complete the entire flow.

  • Collecting SSN: It’s important to lead with reassurance and empathy when asking clients for personal data, and collecting SSN felt like the ultimate test. I led a meeting with our legal team to make sure we got the copy for this part of the flow exactly right. The content we ultimately landed on not only met compliance, but reminded clients of our safe practices and gave them alternate paths if they still found themselves uncomfortable sharing personal information online.

  • Conversational design: This project was my first time taking a stab at flowing out an AI chat conversation. As you can see in the first screenshot, it was mostly Figjam stickies and arrows, but it allowed me to flex my skills in creating happy paths, digression solutions, redirects, etc.