Zillow's way of collecting customer data was inconsistent and ineffective. How might we provide relevant, personalized experiences that adapt to each customer's context, needs, and stage, creating trust and transparency for customers?

Linking the setup flow to a meaningful "aha" moment will encourage customers to sign-in and complete onboarding, helping them quickly understand and realize Zillow's value.

Through rapidly exploration, and diving into comparative research, the team sought to balance personalization for the customer with engineering feasibility.

Post MVP, the team explored visual mechanisms that elevated the prompt while also not distracting from the page's main calls to action. We also tested new triggers like dwell time.

As a next step, we continued to iterate the visual design of the onboarding experience. Bringing a bolder, more illustrative design to each step.

Introducing onboarding, led to a:

• 17% increase in home saves
• 6% increase in sign-ins
• 12% increase in registrations