Open AccessScaling Experience Measurement: Capturing and Quantifying User Experiences across the Real Estate Journey
Author(s) -
HAZEN REBECCA J,
MANGUM GENNY,
SOUHLAS TOM
Publication year - 2020
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/epic.12018
Subject(s) - real estate , renting , process (computing) , computer science , knowledge management , set (abstract data type) , scale (ratio) , marketing , work (physics) , business , process management , engineering , civil engineering , finance , programming language , operating system , mechanical engineering , physics , quantum mechanics
Zillow is undergoing a major evolution, transitioning from serving as the world's largest digital marketplace for real estate advertising into an end‐to‐end platform to support customers across the phases of buying, selling, and renting homes. As Zillow expands into more transactional spaces, the company has recognized the need to develop a clear and actionable understanding of users and their experiences as they interact with our products and services. To address this need, we set out to establish an Experience Measurement program to provide organization‐wide visibility into how well our Zillow experiences meet users’ needs and expectations as they progress through their real estate journey. This program will enable teams to gain insights at the intersection of attitudinal and behavioral experience data and lead us to our end goal of empowering informed decision‐making across all levels of the experience and organization. In this paper, we provide an overview of our approach to establishing an Experience Measurement program at Zillow. We focus on a small subset of Experience Outcomes (XOs) in an initial feasibility study to develop a program that would scale and drive impact in assessment and decision making across lines of business. Finally, we share lessons learned throughout the process of developing and validating the framework and discuss the impact of this work on current and future organizational outcomes.