The Project: Freemium for Zillow Rental Manager
My role: Sr. Content Strategist
The team: Product designer, content strategist, researcher, project manager & scrum master
Key contributions: Ideating and concepting, content strategy, copy logic and development, synthesizing user testing feedback, reiterating & revision.
Tools: Figma, Miro, Jira & User Zoom
Timeframe: 2022
Current state & problem
The Freemium analytics modules lacks relevant content or a point of view.
Valuable data lacks relevance to the user.
Copy lacks conversational & engaging tone.
Content lacks hierarchy.
Content design results
A strategy that pulls together valuable data into one overarching theme and addresses the many variations of the analytics modules.
“I’ve above average inquires,
but how do I get renters to take the next step?”
Pain points
Help landlords understand the data in the modules and why it’s valuable to them.
Provide landlords with actionable steps.
Tie all the modules together on the page.
Find a balance between being broad yet specific enough to drive actionable results.
Content goals
Based on research, users didn’t know how to interpret the data and visuals.
The language is inconsistent and lacks relevancy.
Results Page
Pricing strategy
Listing popularity
Local market
“How do I meet renters’ expectations beyond pricing.”
I took a multi-pronged approach to the content. Within each module, I created three different types of content sections: the question, the data and the CTAs. Every module fell into one of three scenarios: above average (^), the same (—) or below average ( ).
The question gets the landlord’s attention at first glance. For instance, ‘How well do you know renters in Seattle?’ It also functions as a lead-in to the data.
The language captures what’s in the visuals.
The CTAs strengthen the significance of the data, illuminating to landlords how the data can impact their next steps.
Solution
Customer impact
An experience that provides insights into landlords’ listings, their market and their potential renters. Freemium empowers landlords with real-time knowledge that allows them to make educated decisions and fill their vacancies quicker.
Business bottomline
Customer retention and an increase in premium Zillow rental manager accounts.