The Compass Mission
Summary
Key Insights
-
•
User research plays a fundamental role in shaping meaningful experiences on technology platforms, especially those integrating machine learning and cloud services.
-
•
Compass focuses on deeply understanding real estate agents as a unique user community to tailor products that fit their specific mental models and workflows.
-
•
Platforms can offer strong business advantages by driving user affinity and repeatability but risk alienating users if not designed empathetically.
-
•
Compass’s business model aligns its success directly with the success of individual real estate agents, creating a unique incentive for user-centric product development.
-
•
The real estate market is highly fragmented and diverse, making it a rich environment for user research with many behavioral, demographic, and regional differences.
-
•
A flat company structure at Compass allows researchers direct access to senior leadership, including the CEO, enabling faster impact and alignment.
-
•
Compass fosters a culture of transparency, vulnerability, and openness where employees are encouraged to focus on outcomes rather than ownership or egos.
-
•
The pace at Compass is fast and entrepreneurial, requiring comfort with change and negotiating the tension between speed and quality, especially in research.
-
•
Research teams at Compass are growing rapidly and work closely with product teams in a squad model, with cross-product research to understand broader customer journeys in development.
-
•
Greg Petraff’s background spans architecture and UX leadership across multiple large organizations, shaping his advocacy for user research and culture-building at Compass.
Notable Quotes
"If agents do well, we do well. The more we know about you, the more we can make you better or fulfill your goals and aspirations."
"There is an enormous amount of diversity in the real estate agent community, from demographics to technology savvy to regional differences."
"Platforms need researchers and designers to make them meaningful and intentional for the people they are designed to serve."
"We want to know agents better than they know themselves to drive tailored, contextually relevant solutions."
"Compass is a pretty frank place where people feel safe to speak their minds, even at leadership levels."
"We focus on delivering high quality but also moving fast—being comfortable negotiating that tension is important."
"Real estate transactions are among the top five life events in terms of emotional significance for people."
"Our researchers talk regularly to the CEO and are closely involved in product decisions, making research highly impactful here."
"We are building cross-product research capabilities to curate a holistic understanding of agents across all workflows and touchpoints."
"We want our culture to be about the outcome, not about who owns what or who’s doing what on a piece of work."
Or choose a question:
More Videos
"Half of the service design professionals do not feel connected to their peers, which is significant."
Marc Fonteijn Ru ButlerIncrease your confidence, influence, and impact (through a Professional Community)
December 3, 2024
"No one wants to use a calendar; they want to be organized. Protect users from having to engage with complexity."
Dem Gerolemou Alexis Oh Neef RehmanClimate technology fundamentals
May 15, 2024
"Mobile users gave Amazon a higher Net Promoter Score than desktop users, indicating a better mobile experience."
Daniela Magaña Flores Ariane Rahn Jeff Ephraim BanderAhead of Competition: Learn What UX Benchmarking Can Do for Your Business Today
March 10, 2022
"Hands-on activities like practicing user interviews and design sprint sketches gave people courage to try UX tactics in the real world."
Abbey Smalley Sylas SouzaScaling UX Past the Size of Your Team
January 8, 2024
"We created a tiers of support model so even low priority projects get some level of guidance, even if just a 45-minute consultation."
Patrick CommarfordDesign Staffing for Impact
January 8, 2024
"Engaging communities requires thinking beyond western-centric tools, considering language and cultural relevance for accessibility."
Xenia Adjoubei Sean BruceEmpowering Communities Through the Researcher in Residence Program
March 29, 2023
"Make it easy to do the right thing, and as a side effect, make it harder to do the wrong thing."
Craig VillamorDesign Systems for Ethical Design
January 26, 2023
"Fostering a culture of use and leadership is essential to make these tools part of daily rituals."
Jon Fukuda Ellie KryslDesign Planning and Management Support
October 3, 2023
"Designers tend to work behind closed doors because the design process is messy and chaotic, and they don’t want people to see that."
Iain McMaster IHan ChengDesign and Product: from Frenemy to Harmony
November 29, 2023
