Builder — Iris Li

01

The problem

Homebuilders couldn't access their own data without going through account managers, who had to go through the analytics team — wasting 32–40 hours a month across three groups.

02

Research &
pain points

Two user types, one system — each with different needs, permissions, and scale requirements.

·
Users are typically in the marketing department — familiar with Google Analytics and expecting a similar experience.
·
Some users want raw data to manipulate independently. Others rely on aggregated data with simple selections to download or screenshot.

Marketers

Homebuilder side

Pain

Must request reports from AMs and import into third-party tools

Goal

Self-serve access, raw data download, Google Analytics-like experience

70% want raw data · 90% expect GA-like UX

Account managers

Zillow internal

Pain

Spend 50% of time requesting reports from analytics team

Goal

Self-serve reports to present to builders without analytics team

Sales analytics team: 40% of time generating reports

03

Solutions & design

A self-serve reporting dashboard — direct access to data, no middlemen required.

·
The data is presented in a way that's easy to digest and easy for users to compare metrics.
·
The data structure mirrors the builders' org structure. Strict permissions control who can access which reports.
·
The design scales — from large national builders with 1,000+ communities to small builders with 20.

Data visualization

Right chart for the right data

Different chart types matched to the nature of each metric — not one-size-fits-all.

Comparison

An easy way to compare metrics

Side-by-side comparisons across time periods, regions, and communities — without exporting or cross-referencing.

Structure & Scale

Built to scale, mirrors org hierarchy

Drill from corporation → division → community in real time. Permissions follow the same org structure. Works for national builders with 1,000+ communities and small builders alike.

Tables

Configure and download

Configurable data tables with export — so users can pull exactly what they need without waiting on reports.

Budgeting

Plan spend in real time

A live budgeting tool lets homebuilders set and adjust marketing spend across communities and see projected impact instantly — no spreadsheets, no waiting on account managers.