Defining the vision for a new product that landlords will love
Defining the vision for a new product that landlords will love
Defining the vision for a new product that landlords will love
Defining the vision for a new product that landlords will love
Listing inventory is king for housing sites. Home shoppers rely on the sites with the most depth and breadth of listings to achieve their goal of finding a new home. Zillow Group Rentals had traditionally been focused on growing multifamily housing inventory managed by professional property managers. However, many more rental properties are managed by individual landlords. Designing a product specifically for these landlords moves us closer to our mission of building the largest, most vibrant and trusted marketplace for our rental users.
Listing inventory is king for housing sites. Home shoppers rely on the sites with the most depth and breadth of listings to achieve their goal of finding a new home. Zillow Group Rentals had traditionally been focused on growing multifamily housing inventory managed by professional property managers. However, many more rental properties are managed by individual landlords. Designing a product specifically for these landlords moves us closer to our mission of building the largest, most vibrant and trusted marketplace for our rental users.
Listing inventory is king for housing sites. Home shoppers rely on the sites with the most depth and breadth of listings to achieve their goal of finding a new home. Zillow Group Rentals had traditionally been focused on growing multifamily housing inventory managed by professional property managers. However, many more rental properties are managed by individual landlords. Designing a product specifically for these landlords moves us closer to our mission of building the largest, most vibrant and trusted marketplace for our rental users.
Listing inventory is king for housing sites. Home shoppers rely on the sites with the most depth and breadth of listings to achieve their goal of finding a new home. Zillow Group Rentals had traditionally been focused on growing multifamily housing inventory managed by professional property managers. However, many more rental properties are managed by individual landlords. Designing a product specifically for these landlords moves us closer to our mission of building the largest, most vibrant and trusted marketplace for our rental users.
Experience vision setting
Experience vision setting
Experience vision setting
Experience vision setting
2017
2017
2017
2017
I was the lead designer on this project. I led the ideation and experimental approach to generate and decide on product ideas and aligned all stakeholders.
I was the lead designer on this project. I led the ideation and experimental approach to generate and decide on product ideas and aligned all stakeholders.
I was the lead designer on this project. I led the ideation and experimental approach to generate and decide on product ideas and aligned all stakeholders.
I was the lead designer on this project. I led the ideation and experimental approach to generate and decide on product ideas and aligned all stakeholders.
I worked closely with the director of product, a product manager, and a user researcher from Zillow Rentals as well as the director of product and a designer from the Zillow Rental Manager team.
I worked closely with the director of product, a product manager, and a user researcher from Zillow Rentals as well as the director of product and a designer from the Zillow Rental Manager team.
I worked closely with the director of product, a product manager, and a user researcher from Zillow Rentals as well as the director of product and a designer from the Zillow Rental Manager team.
I worked closely with the director of product, a product manager, and a user researcher from Zillow Rentals as well as the director of product and a designer from the Zillow Rental Manager team.
Our Consumer Insights team conducted a qualitative study to examine the journey of landlords. Their findings became the foundation of our landlord persona, Irene the Investor, and the experience map of her journey. The study revealed that Irene’s biggest challenge is finding quality tenants. It is a time-consuming, financially and emotionally fraught process.
Our Consumer Insights team conducted a qualitative study to examine the journey of landlords. Their findings became the foundation of our landlord persona, Irene the Investor, and the experience map of her journey. The study revealed that Irene’s biggest challenge is finding quality tenants. It is a time-consuming, financially and emotionally fraught process.
Our Consumer Insights team conducted a qualitative study to examine the journey of landlords. Their findings became the foundation of our landlord persona, Irene the Investor, and the experience map of her journey. The study revealed that Irene’s biggest challenge is finding quality tenants. It is a time-consuming, financially and emotionally fraught process.
Our Consumer Insights team conducted a qualitative study to examine the journey of landlords. Their findings became the foundation of our landlord persona, Irene the Investor, and the experience map of her journey. The study revealed that Irene’s biggest challenge is finding quality tenants. It is a time-consuming, financially and emotionally fraught process.
Irene’s tenant finding process is inefficient and stressful for everyone involved because of these three core problems:
Irene’s tenant finding process is inefficient and stressful for everyone involved because of these three core problems:
Irene’s tenant finding process is inefficient and stressful for everyone involved because of these three core problems:
Irene’s tenant finding process is inefficient and stressful for everyone involved because of these three core problems:
Irene doesn’t know how much interest her property is going to get at certain price points at certain times of the year. If she prices it too high, she won’t fill her vacancy quickly enough and will miss out on rental income. If she prices it too low, she won’t maximize her return on investment.
Irene doesn’t know how much interest her property is going to get at certain price points at certain times of the year. If she prices it too high, she won’t fill her vacancy quickly enough and will miss out on rental income. If she prices it too low, she won’t maximize her return on investment.
Irene doesn’t know how much interest her property is going to get at certain price points at certain times of the year. If she prices it too high, she won’t fill her vacancy quickly enough and will miss out on rental income. If she prices it too low, she won’t maximize her return on investment.
Irene doesn’t know how much interest her property is going to get at certain price points at certain times of the year. If she prices it too high, she won’t fill her vacancy quickly enough and will miss out on rental income. If she prices it too low, she won’t maximize her return on investment.
Irene doesn’t know how qualified and motivated renters are when they contact her about the rental. She has to ask them a series of questions in order to prescreen them so she doesn’t waste anyone’s time. What is the point of showing the rental to them if they aren’t truly interested or don’t meet her criteria? The back-and-forth communication via email and phone is slow and fraught with drop-off on both sides.
Irene doesn’t know how qualified and motivated renters are when they contact her about the rental. She has to ask them a series of questions in order to prescreen them so she doesn’t waste anyone’s time. What is the point of showing the rental to them if they aren’t truly interested or don’t meet her criteria? The back-and-forth communication via email and phone is slow and fraught with drop-off on both sides.
Irene doesn’t know how qualified and motivated renters are when they contact her about the rental. She has to ask them a series of questions in order to prescreen them so she doesn’t waste anyone’s time. What is the point of showing the rental to them if they aren’t truly interested or don’t meet her criteria? The back-and-forth communication via email and phone is slow and fraught with drop-off on both sides.
Irene doesn’t know how qualified and motivated renters are when they contact her about the rental. She has to ask them a series of questions in order to prescreen them so she doesn’t waste anyone’s time. What is the point of showing the rental to them if they aren’t truly interested or don’t meet her criteria? The back-and-forth communication via email and phone is slow and fraught with drop-off on both sides.
Irene wants to verify that the renters who want to lease her property are qualified and reliable, but this process takes a long time. She takes applications, runs tenant screenings, and checks references to make sure she is making the right decision. She then extends the offer to lease the property and hopes that the renters are still interested. This can take days but usually feels longer as both parties are close to achieving their goals at the end of an emotional journey.
Irene wants to verify that the renters who want to lease her property are qualified and reliable, but this process takes a long time. She takes applications, runs tenant screenings, and checks references to make sure she is making the right decision. She then extends the offer to lease the property and hopes that the renters are still interested. This can take days but usually feels longer as both parties are close to achieving their goals at the end of an emotional journey.
Irene wants to verify that the renters who want to lease her property are qualified and reliable, but this process takes a long time. She takes applications, runs tenant screenings, and checks references to make sure she is making the right decision. She then extends the offer to lease the property and hopes that the renters are still interested. This can take days but usually feels longer as both parties are close to achieving their goals at the end of an emotional journey.
Irene wants to verify that the renters who want to lease her property are qualified and reliable, but this process takes a long time. She takes applications, runs tenant screenings, and checks references to make sure she is making the right decision. She then extends the offer to lease the property and hopes that the renters are still interested. This can take days but usually feels longer as both parties are close to achieving their goals at the end of an emotional journey.
Our foundational research left us with a burning question. Why don’t more landlords hire a professional property manager to find them new tenants? Could connecting landlords and property managers be a solution? We surveyed 422 landlords about their feelings towards finding tenants and about their use of property managers. Half of the participants managed their rentals themselves and the other half used property managers. Of the landlords who use property managers, 68% picked services focused specifically on finding a new tenant as the most valuable services their property managers provide. However, landlords also find that property managers are expensive and offer no guarantee that a tenant will be found within a certain timeframe or that the tenant will be a good tenant. As one landlord said: “they don’t have any skin in the game.” Landlords prefer finding their own tenants whenever they can!
Our foundational research left us with a burning question. Why don’t more landlords hire a professional property manager to find them new tenants? Could connecting landlords and property managers be a solution? We surveyed 422 landlords about their feelings towards finding tenants and about their use of property managers. Half of the participants managed their rentals themselves and the other half used property managers. Of the landlords who use property managers, 68% picked services focused specifically on finding a new tenant as the most valuable services their property managers provide. However, landlords also find that property managers are expensive and offer no guarantee that a tenant will be found within a certain timeframe or that the tenant will be a good tenant. As one landlord said: “they don’t have any skin in the game.” Landlords prefer finding their own tenants whenever they can!
Our foundational research left us with a burning question. Why don’t more landlords hire a professional property manager to find them new tenants? Could connecting landlords and property managers be a solution? We surveyed 422 landlords about their feelings towards finding tenants and about their use of property managers. Half of the participants managed their rentals themselves and the other half used property managers. Of the landlords who use property managers, 68% picked services focused specifically on finding a new tenant as the most valuable services their property managers provide. However, landlords also find that property managers are expensive and offer no guarantee that a tenant will be found within a certain timeframe or that the tenant will be a good tenant. As one landlord said: “they don’t have any skin in the game.” Landlords prefer finding their own tenants whenever they can!
Our foundational research left us with a burning question. Why don’t more landlords hire a professional property manager to find them new tenants? Could connecting landlords and property managers be a solution? We surveyed 422 landlords about their feelings towards finding tenants and about their use of property managers. Half of the participants managed their rentals themselves and the other half used property managers. Of the landlords who use property managers, 68% picked services focused specifically on finding a new tenant as the most valuable services their property managers provide. However, landlords also find that property managers are expensive and offer no guarantee that a tenant will be found within a certain timeframe or that the tenant will be a good tenant. As one landlord said: “they don’t have any skin in the game.” Landlords prefer finding their own tenants whenever they can!
We proposed several solutions to Irene’s problems around finding new tenants and rolled them up into a value proposition for a new product. We solicited feedback from the 422 landlords after they had completed the survey. We wanted to gauge their interest in the different aspects of the value proposition and assess their intent to utilize the proposed solutions. Here is what we learned:
We proposed several solutions to Irene’s problems around finding new tenants and rolled them up into a value proposition for a new product. We solicited feedback from the 422 landlords after they had completed the survey. We wanted to gauge their interest in the different aspects of the value proposition and assess their intent to utilize the proposed solutions. Here is what we learned:
We proposed several solutions to Irene’s problems around finding new tenants and rolled them up into a value proposition for a new product. We solicited feedback from the 422 landlords after they had completed the survey. We wanted to gauge their interest in the different aspects of the value proposition and assess their intent to utilize the proposed solutions. Here is what we learned:
We proposed several solutions to Irene’s problems around finding new tenants and rolled them up into a value proposition for a new product. We solicited feedback from the 422 landlords after they had completed the survey. We wanted to gauge their interest in the different aspects of the value proposition and assess their intent to utilize the proposed solutions. Here is what we learned:
Our value proposition was very appealing to all the landlords, but slightly more to the do-it-yourself landlords. All the landlords would even pay a sizable amount per tenant to use this product.
Our value proposition was very appealing to all the landlords, but slightly more to the do-it-yourself landlords. All the landlords would even pay a sizable amount per tenant to use this product.
Our value proposition was very appealing to all the landlords, but slightly more to the do-it-yourself landlords. All the landlords would even pay a sizable amount per tenant to use this product.
Our value proposition was very appealing to all the landlords, but slightly more to the do-it-yourself landlords. All the landlords would even pay a sizable amount per tenant to use this product.
Certain solutions within the value proposition appealed more to them than others and as expected, the solutions relating to finding a tenant were ranked the highest.
Certain solutions within the value proposition appealed more to them than others and as expected, the solutions relating to finding a tenant were ranked the highest.
Certain solutions within the value proposition appealed more to them than others and as expected, the solutions relating to finding a tenant were ranked the highest.
Certain solutions within the value proposition appealed more to them than others and as expected, the solutions relating to finding a tenant were ranked the highest.
The landlords didn’t know which company the value proposition was from but naturally associated it with Zillow without even being provided with options to choose from.
The landlords didn’t know which company the value proposition was from but naturally associated it with Zillow without even being provided with options to choose from.
The landlords didn’t know which company the value proposition was from but naturally associated it with Zillow without even being provided with options to choose from.
The landlords didn’t know which company the value proposition was from but naturally associated it with Zillow without even being provided with options to choose from.
Following the landlord survey, I led a design sprint to flesh out the landlord product concept based on our new insights. The outcome was a concept centered around the renter and landlord touring the property together. The tour is a pivotal moment in the journey for both personas and the concept would streamline the user flow leading up to and following the tour.
Following the landlord survey, I led a design sprint to flesh out the landlord product concept based on our new insights. The outcome was a concept centered around the renter and landlord touring the property together. The tour is a pivotal moment in the journey for both personas and the concept would streamline the user flow leading up to and following the tour.
Following the landlord survey, I led a design sprint to flesh out the landlord product concept based on our new insights. The outcome was a concept centered around the renter and landlord touring the property together. The tour is a pivotal moment in the journey for both personas and the concept would streamline the user flow leading up to and following the tour.
Following the landlord survey, I led a design sprint to flesh out the landlord product concept based on our new insights. The outcome was a concept centered around the renter and landlord touring the property together. The tour is a pivotal moment in the journey for both personas and the concept would streamline the user flow leading up to and following the tour.
Solution sketches that were generated during this sprint and a storyboard that weaves our chosen solutions together into an end-to-end experience vision. Director of Product, Laurie Briggs, is shown here in front of the whiteboard. She did indeed draw as part of the design sprint. Just not on the whiteboard.
Solution sketches that were generated during this sprint and a storyboard that weaves our chosen solutions together into an end-to-end experience vision. Director of Product, Laurie Briggs, is shown here in front of the whiteboard. She did indeed draw as part of the design sprint. Just not on the whiteboard.
Solution sketches that were generated during this sprint and a storyboard that weaves our chosen solutions together into an end-to-end experience vision. Director of Product, Laurie Briggs, is shown here in front of the whiteboard. She did indeed draw as part of the design sprint. Just not on the whiteboard.
Solution sketches that were generated during this sprint and a storyboard that weaves our chosen solutions together into an end-to-end experience vision. Director of Product, Laurie Briggs, is shown here in front of the whiteboard. She did indeed draw as part of the design sprint. Just not on the whiteboard.
I utilized storyboarding to visualize the end-to-end concept for landlords that we created in the design sprint. The concept incorporated several solutions to the distinct user problems that landlords have.
I utilized storyboarding to visualize the end-to-end concept for landlords that we created in the design sprint. The concept incorporated several solutions to the distinct user problems that landlords have.
I utilized storyboarding to visualize the end-to-end concept for landlords that we created in the design sprint. The concept incorporated several solutions to the distinct user problems that landlords have.
I utilized storyboarding to visualize the end-to-end concept for landlords that we created in the design sprint. The concept incorporated several solutions to the distinct user problems that landlords have.
You are listing your rental online and set the price as part of this process. Predictive feedback is provided instantly so you know the likelihood of filling the rental on time.
You are listing your rental online and set the price as part of this process. Predictive feedback is provided instantly so you know the likelihood of filling the rental on time.
You are listing your rental online and set the price as part of this process. Predictive feedback is provided instantly so you know the likelihood of filling the rental on time.
You are listing your rental online and set the price as part of this process. Predictive feedback is provided instantly so you know the likelihood of filling the rental on time.
Next, you specify the time slots when potential renters can request to tour your rental before you publish your listing.
Next, you specify the time slots when potential renters can request to tour your rental before you publish your listing.
Next, you specify the time slots when potential renters can request to tour your rental before you publish your listing.
Next, you specify the time slots when potential renters can request to tour your rental before you publish your listing.
Your listing is now live for the world to see. Renters can request to tour it and apply for it when they are ready to move forward.
Your listing is now live for the world to see. Renters can request to tour it and apply for it when they are ready to move forward.
Your listing is now live for the world to see. Renters can request to tour it and apply for it when they are ready to move forward.
Your listing is now live for the world to see. Renters can request to tour it and apply for it when they are ready to move forward.
You are notified that Rachel Renter would like to tour your rental. You can review Rachel’s qualifications before approving or rejecting her request.
You are notified that Rachel Renter would like to tour your rental. You can review Rachel’s qualifications before approving or rejecting her request.
You are notified that Rachel Renter would like to tour your rental. You can review Rachel’s qualifications before approving or rejecting her request.
You are notified that Rachel Renter would like to tour your rental. You can review Rachel’s qualifications before approving or rejecting her request.
Rachel qualifies for your rental so you approve her request.
Rachel qualifies for your rental so you approve her request.
Rachel qualifies for your rental so you approve her request.
Rachel qualifies for your rental so you approve her request.
You meet at the rental where Rachel gets a tour and information. This gives you both an opportunity to form an impression of each other.
You meet at the rental where Rachel gets a tour and information. This gives you both an opportunity to form an impression of each other.
You meet at the rental where Rachel gets a tour and information. This gives you both an opportunity to form an impression of each other.
You meet at the rental where Rachel gets a tour and information. This gives you both an opportunity to form an impression of each other.
Rachel loves your rental and decides to apply online. You get a notification that she has applied.
Rachel loves your rental and decides to apply online. You get a notification that she has applied.
Rachel loves your rental and decides to apply online. You get a notification that she has applied.
Rachel loves your rental and decides to apply online. You get a notification that she has applied.
You review Rachel’s application, which consists of an offer and access to her tenant screening reports.
You review Rachel’s application, which consists of an offer and access to her tenant screening reports.
You review Rachel’s application, which consists of an offer and access to her tenant screening reports.
You review Rachel’s application, which consists of an offer and access to her tenant screening reports.
The offer is good and the tenant screening looks great. You choose to accept Rachel’s application. Next up, lease signing!
The offer is good and the tenant screening looks great. You choose to accept Rachel’s application. Next up, lease signing!
The offer is good and the tenant screening looks great. You choose to accept Rachel’s application. Next up, lease signing!
The offer is good and the tenant screening looks great. You choose to accept Rachel’s application. Next up, lease signing!
12 landlords were recruited to test the concept. Some of them managed their own properties and some used professional property managers. None of them knew we were from Zillow. They first answered questions about their process for finding new tenants. Then they reviewed each frame in the storyboard while talking aloud. Finally, the researcher who conducted the study asked detailed questions about each frame in the storyboard.
12 landlords were recruited to test the concept. Some of them managed their own properties and some used professional property managers. None of them knew we were from Zillow. They first answered questions about their process for finding new tenants. Then they reviewed each frame in the storyboard while talking aloud. Finally, the researcher who conducted the study asked detailed questions about each frame in the storyboard.
12 landlords were recruited to test the concept. Some of them managed their own properties and some used professional property managers. None of them knew we were from Zillow. They first answered questions about their process for finding new tenants. Then they reviewed each frame in the storyboard while talking aloud. Finally, the researcher who conducted the study asked detailed questions about each frame in the storyboard.
12 landlords were recruited to test the concept. Some of them managed their own properties and some used professional property managers. None of them knew we were from Zillow. They first answered questions about their process for finding new tenants. Then they reviewed each frame in the storyboard while talking aloud. Finally, the researcher who conducted the study asked detailed questions about each frame in the storyboard.
I really like it...I’ve never seen a tool like this before...it’s simple...you can do everything off your phone and computer...you have access to a lot of information... I would use it instead of my property management company because that makes it really easy. That’s why I have a property management company right now because I don’t know of any software that’s like this that’s out there.
I really like it...I’ve never seen a tool like this before...it’s simple...you can do everything off your phone and computer...you have access to a lot of information... I would use it instead of my property management company because that makes it really easy. That’s why I have a property management company right now because I don’t know of any software that’s like this that’s out there.
I really like it...I’ve never seen a tool like this before...it’s simple...you can do everything off your phone and computer...you have access to a lot of information... I would use it instead of my property management company because that makes it really easy. That’s why I have a property management company right now because I don’t know of any software that’s like this that’s out there.
I really like it...I’ve never seen a tool like this before...it’s simple...you can do everything off your phone and computer...you have access to a lot of information... I would use it instead of my property management company because that makes it really easy. That’s why I have a property management company right now because I don’t know of any software that’s like this that’s out there.
Alec, landlord and participant in concept testing
Alec, landlord and participant in concept testing
Alec, landlord and participant in concept testing
Alec, landlord and participant in concept testing
It looks awesome…it looks exactly like what I was talking about… it puts everything in one place that I was doing in a lot of places.
It looks awesome…it looks exactly like what I was talking about… it puts everything in one place that I was doing in a lot of places.
It looks awesome…it looks exactly like what I was talking about… it puts everything in one place that I was doing in a lot of places.
It looks awesome…it looks exactly like what I was talking about… it puts everything in one place that I was doing in a lot of places.
Summer, landlord and participant in concept testing
Summer, landlord and participant in concept testing
Summer, landlord and participant in concept testing
Summer, landlord and participant in concept testing
How can I find this in the future… I mean when you build it out?
How can I find this in the future… I mean when you build it out?
How can I find this in the future… I mean when you build it out?
How can I find this in the future… I mean when you build it out?
Tim, landlord and participant in concept testing
Tim, landlord and participant in concept testing
Tim, landlord and participant in concept testing
Tim, landlord and participant in concept testing
You’ve taken so much of the work out of it!
You’ve taken so much of the work out of it!
You’ve taken so much of the work out of it!
You’ve taken so much of the work out of it!
Greg, landlord and participant in concept testing
Greg, landlord and participant in concept testing
Greg, landlord and participant in concept testing
Greg, landlord and participant in concept testing
The landlord product concept tested so well that it ended up defining the roadmap for several product teams within Zillow Group Rentals. The company's rental applications, online rent payments, and digital lease products all stem from it. The first two products to launch were Rental Applications and Online Rent Payments. They alone resulted in:
The landlord product concept tested so well that it ended up defining the roadmap for several product teams within Zillow Group Rentals. The company's rental applications, online rent payments, and digital lease products all stem from it. The first two products to launch were Rental Applications and Online Rent Payments. They alone resulted in:
The landlord product concept tested so well that it ended up defining the roadmap for several product teams within Zillow Group Rentals. The company's rental applications, online rent payments, and digital lease products all stem from it. The first two products to launch were Rental Applications and Online Rent Payments. They alone resulted in:
The landlord product concept tested so well that it ended up defining the roadmap for several product teams within Zillow Group Rentals. The company's rental applications, online rent payments, and digital lease products all stem from it. The first two products to launch were Rental Applications and Online Rent Payments. They alone resulted in:
Organic rental listings growth
Organic rental listings growth
Organic rental listings growth
Organic rental listings growth
More rental listings every year
More rental listings every year
More rental listings every year
More rental listings every year
The digital leases product is almost fully launched and rental tour scheduling is coming up on the roadmap. Zillow has now begun actively advertising the Zillow Rental Manager platform to landlords, which is the manifestation of the landlord product concept. I’m looking forward to seeing how much extra listing growth will result.
The digital leases product is almost fully launched and rental tour scheduling is coming up on the roadmap. Zillow has now begun actively advertising the Zillow Rental Manager platform to landlords, which is the manifestation of the landlord product concept. I’m looking forward to seeing how much extra listing growth will result.
The digital leases product is almost fully launched and rental tour scheduling is coming up on the roadmap. Zillow has now begun actively advertising the Zillow Rental Manager platform to landlords, which is the manifestation of the landlord product concept. I’m looking forward to seeing how much extra listing growth will result.
The digital leases product is almost fully launched and rental tour scheduling is coming up on the roadmap. Zillow has now begun actively advertising the Zillow Rental Manager platform to landlords, which is the manifestation of the landlord product concept. I’m looking forward to seeing how much extra listing growth will result.
Henrik Holm Christensen
Aarhus, Denmark
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