Rental PLATFORM
The goal was to increase engagement and usage of the Zillow Rental Manager (ZRM) portal and property management tools. Testing a personalized header so users could engage more with the ZRM and its tools.
Adding personalization would offer customers a unique experience. The header would ideally pull in dynamic content such as first name, property address, number of properties & rent Zestimates.
PROBLEM
Need to increase engagement for Zillow Rental Manager
TASK
Dynamic header vs. non-dynamic header in all newsletters
Create a personalized header for ZRM users
Create a header for non-ZRM users
Uphold Quality
Branding & accessibility considerations & design criteria
Empathy
Understanding users' immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning & goals
Consistency
Usable & user-friendly design always provides a consistent experience
Small investor and owns 2 or more properties
Line of business: Zillow Rentals
Support in finding quality tenants quickly
Short on time
A place to turn to when she has questions
Resources, online & offline
Iterating different designs options
Usable & user-friendly design always provides a consistent experience
FEEDBACK
Constellation critique
• Team liked the use of the simple & friendly approach with the emoji 🌻
Agreed that the background color worked well for visibility
PARTNER FEEDBACK Change in scope
Partners informed us that they were not able to retrieve data for locations, the number of properties & Zestimates.
We also needed to remove the emojis because they don’t render well on the Windows Email Client 🙁
Dynamic Headers A/B Test
RESULTS
Performance Report
• Statistical significance 99% confidence
• Made it into the top 5 most clicked
53 more Submits (+18.10%)
RESULTS
Module Performance
Added dynamic header module into the Constellation Email Design System based on high performance.
