Summary
Greg Petroff, the SVP of Design at Compass & UXR, talks about the Compass mission and how User Research and Design play a crucial role in building a groundbreaking platform for real estate agents.
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
"Don't think constraints are real. Executives see them as excuses for not delivering."
Jess GrecoClaiming your power: Practical tools for amplifying your unique voice
March 13, 2025
"Adaptability isn’t weakness, it’s strength."
Mariesa LenzWhat Beekeeping Taught me about Product Teams
October 29, 2025
"Participants who do this kind of research are happy to answer questions about how they use assistive technology."
Samuel Proulx Laur BaekInclusive Research: Debunking Myths and Getting Started
March 12, 2025
"Operational strengths make me a better designer as well."
Deanna Washington Tim Allen Jeff Courcelle John Maeda Matt Raw Erica TjaderScaling Success: Paving the Path from DesignOps to VP
October 4, 2023
"User research is not just collecting feedback; it’s a methodical process to avoid bias."
Anna AvrekhUser Research, Design, and Product - A Love Story
March 11, 2021
"Visualization isn’t about beautiful artifacts but about creating accessible spaces for stakeholders to collaborate."
Dharani PereraThe mandala of service design: unlocking alignment and action through service design
November 20, 2025
"Critiques maintain focus on the quality of our outcomes and sweat every pixel we put in the hands of our users."
Joseph MeersmanSweating the Pixel: Scaling Quality through Critique
June 10, 2021
"Autoethnography and video diaries enable participants to capture aspects of their lives that researchers might not see otherwise."
Bas Raijmakers, PhD (RCA) Charley Scull Prabhas PokharelWhat Design Research can Learn from Documentary Filmmaking
March 11, 2022
"The brain is a connection machine; people need to create their own mental maps to change effectively."
Laura WeissThere is No Playbook: Leader as Coach During Challenging Times
April 26, 2024
