The Rocket Model™ helps organizations build stronger, higher-performing teams through research-backed tools, assessments, and leadership development resources. We expanded their website with a custom online ordering and workflow automation solution that allows customers to purchase the Team Assessment Survey (TAS) online while automating the complex processes that happen behind the scenes.
The Rocket Model™ has been an Iceberg Web Design client since 2023, when we designed and developed their website. When founders Gordon Curphy, Ph.D., and Dianne Nilsen, Ph.D., saw an opportunity to expand how they sold the Team Assessment Survey, they returned to Iceberg.
Their goal was to move beyond using the website primarily to explain the TAS and allow customers to take the next step right there. Instead of contacting The Rocket Model™ to begin the purchasing process, customers would be able to learn about the TAS, place their order, submit the information needed to fulfill it, and securely pay online.
For The Rocket Model™, that meant a new way to sell an existing service. For Iceberg, it meant understanding everything that needed to happen after someone clicked “Order Now.”
Custom forms are most effective when they’re designed around the business process they need to support.
Before building the new TAS order experience, we needed to understand the complete workflow surrounding a purchase.
What information does The Rocket Model™ need to begin fulfilling an order? What choices does the customer need to make? Which selections affect what happens next? Who needs to be notified? Which materials need to be delivered? And where can automation eliminate a manual step?
Answering those questions allowed us to turn a multi-step administrative process into a defined digital workflow.
The goal wasn’t simply to recreate an offline order process on a screen.
It was to determine what the website could do automatically.
What looks like a straightforward transaction to the customer is actually a coordinated series of actions happening behind the scenes.
The TAS requires more than a name, email address, and credit card.
The Rocket Model™ needs specific information from each customer in order to prepare and administer what they’ve purchased. Asking for everything on one long page would have made the process feel overwhelming.
Iceberg developed a multi-step custom order form that breaks the purchase into manageable stages.
Customers move through the information needed for their order, make the appropriate product and service selections, review their purchase, and securely submit payment.
A progress indicator lets them know where they are in the process, while conditional functionality allows the form to respond to the selections they make along the way.
The result is a guided experience that makes a specialized service much easier to purchase online.
Taking payment was an essential piece of the project, but choosing the payment solution couldn’t happen in isolation.
During project planning, Iceberg identified a compatibility issue: the form solutions that supported the client’s existing payment gateway did not also support an important file-delivery requirement of the new workflow. Another option could handle the files but relied on an outdated payment integration.
Rather than compromise one part of the process to accommodate another, we evaluated the requirements as a whole.
The final solution uses Stripe integrated directly into the custom order workflow, allowing customers to securely complete payment while preserving the functionality required for the automated process that follows.
This is an important part of custom development: the right technology isn’t simply the tool that handles one requirement. It needs to work within the entire system.
Completing the form is the end of the ordering process for the customer.
For the website, it’s the beginning of the workflow.
The system evaluates what the customer purchased and uses those selections to determine what should happen next.
Iceberg configured multiple conditional notification paths so customers receive the appropriate confirmation, instructions, and supporting materials for their particular purchase.
At the same time, the people responsible for fulfilling the TAS receive the order information they need.
Certain purchases also trigger communication with The Rocket Model’s eLearning system so that a corresponding license can be created.
All of this happens from the information collected during a single online transaction.
Automation is valuable when it removes repetitive administrative work without making the customer experience feel automated.
That balance was particularly important for The Rocket Model™. Customers still need clear guidance about what happens after purchasing. The Rocket Model™ team still provides the expertise and service behind the TAS. The website’s job is to make the handoff between purchase and fulfillment easier for everyone involved.
Once an order is submitted, the system immediately provides the purchaser with the appropriate next steps and routes the necessary information to the people responsible for taking it from there.
Instead of manually reviewing an inquiry, determining what was purchased, gathering the appropriate materials, and initiating each next step individually, much of that process can now begin automatically.
The project wasn’t complete simply because the new form worked.
Customers also needed a clear way to get there.
Iceberg updated The Rocket Model’s existing Team Assessment Survey page to better connect the information about the TAS with the new purchasing experience.
The page explains the product and its value, then provides a direct Order Now path into the custom order system.
The order page continues that journey by explaining what customers can expect from the process before asking them to begin.
Together, the pages create a much more complete customer path:
Learn → Understand → Order → Pay → Receive Next Steps
Instead of reaching the end of a product page and needing to contact someone to continue, an interested customer can now take action immediately.
Conditional workflows introduce another challenge: there isn’t just one version of the form to test.
Different selections can change the notifications that are sent, the information those notifications contain, the materials included, and who needs to receive them.
That made testing an important part of development.
Iceberg worked through the different ordering scenarios to verify that the payment process, conditional logic, attachments, formatting, internal notifications, and external notifications worked together correctly.
The goal was not merely a successful form submission.
That behind-the-scenes testing is a significant reason the finished experience can remain so simple for the customer.
Those purchases can now begin directly through the website without requiring The Rocket Model™ team to manually initiate every transaction.
The automated workflow also reduces the administrative work associated with each new order by immediately distributing information, instructions, and notifications based on what the customer purchased.
Just as importantly, the system has proven easy for customers to use. Orders have been successfully completed with very little support required throughout the purchasing process.
The Rocket Model™ continues to host and support its website with Iceberg Web Design.
Since launch, The Rocket Model™ has processed:
The new TAS ordering capability launched on October 27, 2025.
A form doesn’t have to simply send an email.
When it’s designed around the way a business actually operates, a custom form and workflow automation solution can collect information, accept payment, apply conditional logic, distribute files, communicate with other systems, initiate internal workflows, and guide customers through a complicated process.
For The Rocket Model™, that meant turning an existing service into something customers could purchase directly from their website, without requiring their team to manually coordinate every step that follows.
For their customers, it means something much simpler:
That’s what effective workflow automation should feel like.
Every business has processes that require people to collect information, move data between systems, send repetitive communications, or manually coordinate the next step.
Sometimes the right custom software solution isn’t a massive new application. It may be a smarter form, a better workflow, or a connection between the tools your business already uses.
Iceberg Web Design builds custom digital solutions around the way your business works.