Zillow is a home and real estate marketplace dedicated to helping homeowners, home buyers, sellers, renters, real estate agents, mortgage professionals, landlords and property managers find and share vital information about homes, real estate, mortgages and home improvement. Zillow brought me in to run ad hoc persona creation workshops with top-level stakeholders. The personas we created together are still in use today, every day, at the Zillow offices. Zillow was founded in 2006 and went public in July 2011. Read more about Zillow.

“The use of ‘personas’ at Zillow has been instrumental in guiding the company’s strategy and helping us prioritize initiatives. They have also helped put the whole company on common footing when it comes to understanding who our core customers are. I’m grateful to Tamara Adlin for introducing personas to Zillow in 2006. They live on even today as a core part of Zillow.” – Spencer Rascoff, CEO, Zillow

“We’ve had immense luck with personas at Zillow for everything from Development to Design to Sales to Marketing to ops. When we adopted it as an outside consultant project 7 years ago, I never would have guessed it would become so embedded. I literally think there is never a meeting at Zillow where one of the personas is not cited by name.” – Rich Barton, Executive Chairman, Zillow